Pops popcorn, puts on boxing gloves, then realizes he can’t eat popcorn with boxing gloves on and rethinks his life decisions.
I’m a big believer that you only get one chance to make a first impression. While the argument that “everbody scrolls” can be heard loud and clear, the fact remains that a new user will judge your site by its first impression. For that reason, it may not be the most important information that you present above the fold, but the most impactful user experience.
Whatever your product or service might be, it should be immediately visible and clear who you are, both from a factual and visual perspective, and what you can do you for your visitor.