"Above the fold" is a term that stems from the print newspaper world, but it has also found its way into digital marketing and web design. The term refers to the part of a webpage that is visible to the user without them needing to scroll down. In other words, it is the first thing a user sees when they land on a webpage.
Why is "Above the fold" important?
Placing important content "above the fold" is a core part of good web design and UX practice. It’s about capturing the user's attention right away, as the first seconds of a visitor's experience are critical. If the most important content is placed above the fold, the likelihood that the user stays on the page and engages with the content increases.
Typical elements "above the fold":
- Headline: A catchy headline that clearly tells what the page is about.
- Call to action (CTA): A prompt to action, such as a button with "Sign up" or "Read more".
- Images or video: Visual content that can grab attention quickly.
- Concise description or key information: A short text that explains what the page offers and invites to continue the interaction.
Variation by device
An important detail about "above the fold" is that it can vary depending on the device used. On a computer monitor, the fold is typically a certain point high up on the page, while the fold on a mobile phone is much lower due to smaller screens. Therefore, it is important to optimize pages for both desktop and mobile to ensure that the most important content is always visible regardless of device.