Note that even in the 37signals example, the main headline, introduction, and calls to action (links to products) are clearly designed to be "above the fold." T

Note that even in the 37signals example, the main headline, introduction, and calls to action (links to products) are clearly designed to be "above the fold." The Basecamp page is the same way. Where exactly the "fold" falls isn't very important, and readers will certainly read down the page, but only if you convince them with the content at the top. So the important lesson is, put your most important message at the top--and make it concise--don't muddle it up with lower priority content.