Above the Fold

“Above the Fold” is a term borrowed from the newspaper industry, referring to the content visible on the upper half of a folded paper. In web design, it describes everything a user sees immediately upon landing on a page, before they start scrolling.

Why It’s Critical

This is your first (and often only) chance to capture a visitor’s attention. Research shows that users spend 80% of their time looking at content above the fold.

What Should Be Above the Fold?

• The Headline: A clear statement of your value proposition.
• The Subheadline: Briefly explaining how you deliver that value.
• Primary CTA: A clear path for the user to take action immediately.
• Visual Proof: A high-quality image or video that supports the message.

Optimizing the “fold” is one of the highest-leverage actions you can take in CRO.