As marketing has evolved into the digital world, there has been a surge in new terminology to describe how online content influences customers and visitors. One key term that emerged is “above the fold,” which is crucial for understanding website design and the initial impact of content on visitors as they arrive at a web page. This concept plays a significant role in shaping the user’s first impression and engagement with the site.
Although it may seem simple at first, above-the-fold content has quite a bit of nuance. This article will help define this modern marketing term, explain how above-the-fold content impacts visitors’ perceptions, and offer practical above-the-fold design strategies.
What Is Above the Fold?
Above the fold refers to the portion of a webpage that is visible without scrolling or unfolding, strategically used to display important content to immediately capture viewer attention.
Once website visitors scroll down, they have effectively entered “below the fold” territory. Yet, some may not even go that far if their first impression of the above-the-fold content is not positive.
Above-the-fold content is a website’s face, and the first impressions visitors gain from it may dictate their future interactions with the website and the brand overall.
Above the fold is essential for engaging users the moment they land on a website. Whether it’s for a business, a blog, or a service, this section should be crafted with purpose—to immediately convey the site’s value proposition and compel action. Clarity, relevance, and a touch of creativity here can make the difference between a fleeting visit and a lasting impression.
Here is an example of a “clean” design of above the fold that captures users’ attention.
The Flodesk homepage immediately conveys its value with a prominent headline highlighting the desirability of their email designs. A supporting subheadline details the service’s simplicity and branding advantages, leading to the call to action: a ‘Try it free’ button.
Key Takeaways
Above the fold web design includes everything a user sees when they first enter the homepage of a website;
It’s important to include only the most interesting and engaging pieces of content in the above the fold section to create intrigue and motivate users to explore your website;
Above the fold web design has a noticeable impact on SEO, as it regulates bounce rate, making it an important part of many website-dependent marketing strategies.
How to Define Above the Fold?
Above the fold is the part of a website that first appears when a user has entered it. Depending on the type of business or brand in question, it may include various elements or types of content.
The idea of above-the-fold has existed since the early days of the printing press. Newspapers were typically folded after they arrived at the newsstands because of the manner in which they were produced on big sheets of paper.
As a result, the passersby could only see the upper half of the newspapers, which is above the fold part. This term has stood the test of time and morphed to mean a similar thing, only this time in a digital environment.
The content of your website that appears above the fold directly impacts your engagement metrics since it encourages visitors to explore the remainder of the site and its resources.
This is why various techniques are employed in the design and content distribution of a web page, ensuring that the part above the fold makes a good first impression.
Why Is Above the Fold Important?
Above the fold content fulfills various important roles in website design. If your above-the-fold material fails to pique a user’s interest, their likelihood of sticking around dramatically decreases.
In as little as a few seconds, they’ll probably bounce, which has a direct impact on a web page’s SEO.
1. Above the fold content improves SEO
Search engines track how long people spend on a webpage in general, and when the algorithms detect insufficient user engagement, they may gradually lower your website’s ranking in the search engine’s results page.
The content above the fold is where you should concentrate your efforts if you want to reduce bounce rates and improve user engagement.
Of course, the content below the fold is where the actual SEO effort begins; this is where you should put your keywords and strong headers. Make sure your users can find what they’re expecting to see below the fold if the information above the fold forces them to scroll.
2. Grabs attention quickly
Above the fold content is critical for immediately grabbing a visitor’s attention. Effective use of this space, through striking headlines or visuals, can make the difference between a visitor staying to explore more or leaving the site. Quick engagement here is crucial for lowering bounce rates.
3. Guides user actions
This content also plays a vital role in guiding visitors toward key actions, such as subscribing or buying. By strategically placing calls to action or navigation cues above the fold, you can directly influence the user’s journey, making it more likely they’ll engage in a meaningful way with your site.
Above the Fold vs Below the Fold
Both ‘above the fold’ and ‘below the fold’ content are essential in attracting new visitors and clearly communicating the page’s purpose.
The ‘above the fold’ area should entice users to want to learn more, while the ‘below the fold’ should provide answers and encourage deeper engagement. Below is a comparison table for a better understanding of both terms:
| Content Placement | Above the Fold | Below the Fold |
|---|---|---|
| Purpose | To immediately engage and capture attention | To provide detailed information and encourage deeper engagement |
| Impact | Influences the first impression and user's decision to stay on the page | Enhances user experience by offering more in-depth content |
| Design Trend | Less is more; clean and impactful is favored | More comprehensive; allows for expanded content without overwhelming the user |
| User Behavior | Users decide quickly whether to continue engaging | Users scroll to seek more information or specific details |
| Content Type | Headlines, key visuals, and main value proposition | Supplementary information, testimonials, in-depth explanations |
What Are the Best Above the Fold Practices and Strategies?
The best above the fold strategy for your website will naturally depend on the type of website in question and your brand’s image, values, and vision.
Still, a few best practices may be incorporated into almost all above the fold design strategies.
1. Keep it simple
It’s important to incorporate some information in the above the fold content section, but not so much that it may overwhelm a visitor.
Keeping it simple is perhaps the most valuable best practice in website design. Aim to incorporate a heading, and maybe a short paragraph or slogan together with a multimedia element for a professional and intriguing design.
2. Utilize high-quality visuals
Incorporating high-quality visuals such as images, videos, or animations above the fold can significantly impact user engagement and retention. Visuals can convey complex information quickly, evoke emotions, and enhance the aesthetic appeal of your website.
When selecting visuals, ensure they are relevant to your brand and the message you wish to communicate. For example, a compelling video that tells your brand’s story or showcases your products can captivate users’ attention more effectively than text alone. Remember, the goal of using high-quality visuals is not just to decorate but to communicate your value proposition instantly and effectively.
3. Ensure usability
Your above the fold content may be top-of-the-line, but it wouldn’t matter if your web page was not optimized correctly. It’s important to ensure that any media such as GIFs or videos function properly as part of this content.
4. Social proof
Placing social proof, such as testimonials, customer reviews, or trust badges, above the fold can immediately build credibility and trust with your visitors. This strategy taps into the psychological tendency to trust the opinions and experiences of others.
Whether it’s showcasing featured testimonials, a high customer satisfaction score, or logos of well-known companies you’ve worked with, this form of validation can significantly influence a visitor’s decision to explore further or engage with your brand.
5. Make it engaging
All of the tips and methods you apply to your above the fold design have user engagement as the end goal. It’s pivotal that whatever content you decide to place in this section it has to engage the audience and motivate visitors to explore the website further.
Additional Tips & Tricks
- Above the fold is only one aspect of good web design. Your visitors will appreciate informative and engaging content throughout the landing page;
- The goal of above the fold content is to get users to start scrolling and engaging with your website, which is why responsive design and a solid overall user experience matter;
- Specific visual cues such as a CTA button may effectively capture the users’ attention, which is why these cues are a key component of good web design.
The Bottom Line
Above the fold is a term referring to the content of a website that is initially presented to a new user before they have the time to scroll down or click on a different page. Therefore, its content reduces bounce rates and boosts user engagement.
You’ve learned what above the fold means, why this type of content is important, strategies for above-the-fold design and you’ve got a few tips & tricks in your pocket. With all this knowledge and information, it’s up to you to determine the best strategy for your above the fold part content.
Above the fold FAQs
Any content found on a website in the area of the web page that is first presented to a user is above-the-fold content. This may include text, videos, images, sound bites, and many other types of content.
Users quickly leaving your web page indicate an issue in web design. Sometimes, it may be that your above-the-fold content is lacking. In other cases, the reason may rely upon other issues, such as website responsiveness or simply a lack of important information.
The first page users interact with on a website is called the home page. The home page will lead to all other parts of the website, which is why thoughtful web design is crucial.
The top section of a website that leads to other important content is called the header. The design of the header is also a part of above the fold web design.
