Above the fold refers to the content visible on a webpage without scrolling down. The term originates from newspapers, where the most important stories were placed on the upper half of the front page, above the physical fold.
Why It Matters
Research shows that users spend 80% of their time viewing content above the fold. This makes it the most valuable real estate on your website. First impressions happen in milliseconds, and what appears above the fold significantly impacts whether visitors stay or leave.
What Should Go Above the Fold
For optimal conversion rates, include:
- Clear headline - Communicate your value proposition immediately
- Hero image or video - Visual content that supports your message
- Primary call-to-action - Make it obvious what action visitors should take
- Navigation menu - Help users find what they need quickly
- Trust signals - Logos, testimonials, or credentials if space permits
Common Mistakes
Many businesses try to cram too much information above the fold. This creates visual clutter and confuses visitors. Instead, focus on one primary message and one clear action. Everything else can live below the fold.
Mobile Considerations
Above the fold space is even more limited on mobile devices. Mobile-first design prioritizes the most critical content for smaller screens, ensuring your message remains clear regardless of device.
Best Practices
Keep above-the-fold content scannable, focused, and action-oriented. Use whitespace effectively to guide the eye. Test different layouts to see what resonates with your audience. Remember, above the fold should entice users to explore further, not tell your entire story.