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Definition of Above the Fold

“Above the Fold” is a digital marketing term that refers to the area of a webpage displayed on the screen without requiring the user to scroll down. Derived from the newspaper industry, where the top half of the front page is considered most visible, the concept has transitioned into the online space. In digital marketing, placing important content or advertisements “above the fold” ensures higher visibility and easier access for website visitors.


The phonetic pronunciation of “Above the Fold” is: əˈbʌv ðə foʊld

Key Takeaways

  1. Above the Fold refers to the portion of a webpage that is visible without scrolling, capturing users’ immediate attention.
  2. Effective Above the Fold design includes clear headlines, engaging visuals, and strong call-to-actions to encourage user interaction and improve user experience.
  3. Optimizing Above the Fold content for both desktop and mobile devices is crucial for improved website performance and SEO.

Importance of Above the Fold

The term “Above the Fold” holds significant importance in digital marketing because it refers to the portion of a webpage that is immediately visible to users without requiring any scrolling.

This area is considered valuable real estate for businesses and marketers, as it is the first content users see when they visit a website.

Consequently, it helps in creating a strong first impression and dictates the overall user engagement.

Placing the most crucial information, such as advertising banners, calls-to-action, and primary messaging, above the fold ensures maximum visibility and improves conversion rates for businesses.

Additionally, in a world with short attention spans and fast browsing behaviors, keeping important content above the fold increases the likelihood of capturing a user’s attention and encourages them to explore the website further.


Above the fold constitutes an integral aspect of digital marketing, as it primarily sparks user interest and enhances the chances of engagement. Originating from the placement of captivating news stories on the upper half of newspapers, the term has evolved to signify the section of a webpage that is visible without scrolling – generally the very first content users see upon arrival. The purpose of “above the fold” in digital marketing is to capture visitors’ attention instantaneously, providing them with vital information, compelling visuals, or persuasive calls-to-action before they need to explore further.

In this crucial digital real estate, businesses have an opportunity to showcase their brand, products, or services in ways that strategically drive higher user engagement rates, entice conversions, and amplify the overall impact of their marketing campaigns. Perhaps the most important use of the “above the fold” space is steering the website visitors’ journey on a purposeful trajectory from the moment they set eyes on the webpage. A well-designed “above the fold” segment can make the difference between attracting potential customers and losing them to competitors.

It is often used for impactful headlines, concise value propositions, or enticing lead magnets to build credibility and enhance customer experiences. Moreover, it is used to provide clear navigation pathways or prominent call-to-actions, guiding users seamlessly through the conversion funnel. Given the ever-growing prominence of mobile browsing, digital marketers have increasingly shifted their focus on optimizing “above the fold” experiences across various devices—enabling a cohesive marketing approach and ensuring each visitor’s experience is tailored for maximum impact, regardless of their preferred browsing medium.

Examples of Above the Fold

Above the Fold refers to the portion of a web page that is immediately visible without having to scroll. This prime real estate on digital media platforms is important for capturing user attention and presenting vital content. Here are three real-world examples of Above the Fold in digital marketing:

Online newspapers/news websites: Major news websites such as CNN, The New York Times, and BBC showcase their top headlines and most significant stories above the fold, making them easily accessible as soon as a user lands on their homepages. This strategy encourages users to click on the most important articles, increasing click-through rates and user engagement.

eCommerce websites: Online retailers like Amazon, Walmart, and eBay often display their current promotions, featured products, and best sellers above the fold on their homepages. In doing so, they aim to grab the attention of potential customers and encourage them to explore the listed products, ultimately increasing the likelihood of making a purchase.

Email marketing campaigns: When businesses send out promotional emails or newsletters, they strive to place the most essential information, call-to-action buttons, and attention-grabbing visual elements above the fold. This approach ensures that recipients see the primary message without having to scroll down, increasing the chances of email interaction and conversion rates.

FAQ – Above the Fold

What does “Above the Fold” mean?

Above the Fold refers to the portion of a web page that is visible without scrolling down. It is the first view a user sees when they open the web page, making it a crucial area for placing important content and elements to grab the user’s attention.

Why is “Above the Fold” important?

Above the Fold is important because it’s the first thing users see when they visit your website or webpage. Placing essential information and compelling content in this area increases user engagement, conversion rates, and reduces bounce rates, as it encourages users to explore the rest of the website or take action.

How can I optimize content “Above the Fold”?

To optimize content Above the Fold, you can focus on presenting a clear and concise message, include relevant and eye-catching visual elements, prioritize essential information or calls-to-action, consider proper typography and readability, and make the layout and design appealing and user-friendly for both desktop and mobile devices.

Is it possible to have a responsive “Above the Fold” section on a website?

Yes, it is possible to create a responsive Above the Fold section on a website. To achieve this, ensure that your web design is fluid and flexible across various devices and screen sizes. You can use responsive web design techniques like CSS media queries, flexible grids, and proportionate sizing for images and other elements.

Are there any drawbacks of focusing too much on “Above the Fold” content?

While it is important to optimize Above the Fold content, overemphasizing this area can lead to unintended drawbacks. In a pursuit to make the top part of the website more engaging, some designers may end up cluttering the space with too much information or may sacrifice site-loading speed. Also, due to varied screen sizes and devices, it’s essential to remember that users will scroll, so ensure that the rest of your website provides valuable, well-structured content to engage users and keep them on your site.

Related Digital Marketing Terms

  • Viewport
  • Page Load Time
  • Call-to-Action (CTA)
  • Hero Image
  • Initial Visibility

Sources for More Information

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