Above the fold
The portion of a webpage visible without scrolling, borrowed from newspaper terminology where the top half of a folded paper got prime placement. In web design, this area carries your most critical message, primary call to action, and key proof points.
Why above-the-fold matters
Visitors form opinions about your website within 50 milliseconds. The content they see immediately—before scrolling—determines whether they engage or bounce. Your hero section must communicate value instantly.
Research from Nielsen Norman Group shows users spend 80% of their time viewing above-the-fold content. Everything else competes for the remaining 20%. This doesn't mean cramming everything into the first screen—it means making those first seconds count.
What belongs above the fold
Lead with your core promise: what you offer and who it's for. Follow with immediate proof—a specific result, client logo, or key differentiator. End with a clear call to action.
Avoid navigation clutter, lengthy explanations, or generic stock imagery. Every element should reinforce your value proposition or guide visitors toward conversion. If it doesn't serve one of these purposes, move it below the fold.
Mobile changes everything
Mobile viewports show far less content above the fold than desktop. What fits comfortably on a 27-inch monitor becomes three scrollable screens on a phone. Design mobile-first, ensuring your core message works in 375px width.
Test your site on actual devices. Emulators help, but real phones reveal how browser chrome, network speeds, and touch interactions affect that critical first impression. Your load time matters more above the fold than anywhere else.
Related terms
Why it matters
Understanding “Above the fold” helps you speak the same language as our design and development team. If you need help applying it to your project, book a Fernside call.