Above the Fold
The portion of a webpage that is visible without scrolling.
“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 (see Call to Action).
- 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.
More on cro
Why Your Local Google Ads Cost $200+/Lead (And The Math to Halve It)
Stop blaming Google Ads for your high cost-per-lead. Learn why local google ads cost so much and how fixing your landing page cuts your lead cost by 50%.
The Math of Misery: Why Your $400 HVAC Lead is a Landing Page Problem
Stop blaming Google Ads for your $400 HVAC lead cost. Discover the brutal math behind HVAC lead generation and how your landing page is leaking truck rolls.
Related Concepts
CRO (Conversion Rate Optimization)
The systematic process of increasing the percentage of website visitors who take a desired action.
CTA (Call to Action)
An instruction to the audience designed to provoke an immediate response, usually using an imperative verb.
A/B Testing
A method of comparing two versions of a webpage against each other to determine which one performs better.