Above the fold
Above the fold is the part of a web page a visitor sees without scrolling. The term comes from the newspaper world, where it was the top half of the folded front page. Here you’ll read why that part of the screen matters so much and what you should and shouldn’t put there.
- 5 min read
What does “above the fold” mean?
“Above the fold” is a term that originally comes from the world of newspapers. It refers to the top part of a newspaper’s front page that is visible when the paper is folded. This is the first thing people see, which is why it’s where the most important and eye-catching news stories are placed.
In the context of websites and digital marketing, “above the fold” means the part of a web page that is visible without the user having to scroll. It’s the first thing visitors see when they load your website, which makes it an important piece of digital real estate.
Why is “above the fold” so important?
First impression
Just as with newspapers, the first impression your website makes is incredibly important. Visitors often decide within a fraction of a second whether they want to stay on your website or not. What they see at first glance can make the difference between a visitor who looks further and one who leaves straight away.
Conversion optimisation
“Above the fold” is a strong area for conversion optimisation. This is where you can place key elements, such as a prominent call-to-action (CTA), a catchy headline, or key information that speaks to visitors directly. If visitors are tempted to take action straight away, you raise the odds of Conversion considerably.
Better user experience
A well-organised “above the fold” section contributes to a better user experience. It immediately gives your visitors a clear idea of what to expect on your website and guides them to the next step. A cluttered or unclear “above the fold” section can be confusing and drive visitors away.
What do you put “above the fold”?
Now that you know why “above the fold” is so important, you may be wondering what exactly to put there. Here are some elements you can consider:
A strong headline and subheading
The headline is often the first thing people read. So it needs to be strong, clear and relevant to your target audience. A good subheading can add context and make visitors curious to learn more.
A convincing call-to-action (CTA)
If you want your visitors to take a specific action (such as signing up for a newsletter, buying a product or getting in touch), place a clear, eye-catching CTA “above the fold”. Make sure the button is clearly visible and invites a click.
Visually appealing images or videos
People are visual, so an appealing image or a short, engaging video can do a lot to catch their attention. Make sure the visual content is relevant and reinforces the message of your page.
Key information or unique selling points (USPs)
What makes your product or service unique? What do you have to offer your visitors that others don’t? Place this information “above the fold” so visitors can see straight away why they should choose you.
Navigation and search functions
Make sure your navigation is clear and user-friendly, so visitors can easily find what they’re looking for. A well-placed search function “above the fold” can also help guide visitors to relevant content faster.
Common mistakes with “above the fold”
Although “above the fold” is an important concept, there are also a few pitfalls to watch out for:
Too much information
Although you want to communicate a lot “above the fold”, it’s important not to overdo it. A crowded top section can be overwhelming and make visitors drop off. Choose your elements carefully and strike a good balance between text and white space.
No clear CTA
A common mistake is not making the next step clear enough. Make sure your CTA stands out and visitors know straight away what to do. A vague or hidden CTA can mean you miss out on valuable leads.
Mobile isn’t a priority
Mobile traffic is hugely important these days, and what’s “above the fold” on a desktop can be very different on a smartphone. Make sure your website is responsive and that key elements are also “above the fold” on mobile.
Too much focus on “above the fold”
Although “above the fold” is important, don’t forget that the rest of your page counts too. Visitors are happy to keep scrolling, especially if a good top section has captured their interest. Make sure the content below the fold stays appealing and relevant too.
How can you optimise “above the fold”?
Optimising your “above the fold” section is an ongoing process. Here are a few tips to get you started:
Test, test, test
As with A/B testing, it’s important to experiment with different elements in your “above the fold” section. Try different headlines, images, CTAs and layouts to see what works best for your audience.
Monitor your analytics
Use tools such as Google Analytics to see how visitors interact with your “above the fold” section. Look at metrics such as bounce rate, time on page and scroll depth to understand what works and what doesn’t.
Keep it simple
A simple, clear message often works best. Focus on one main message and one clear CTA. An overly complex design can distract from what you actually want to achieve.
Stay mobile-friendly
Make sure your “above the fold” optimisation also works well on mobile devices. Test how your website looks on different screen sizes and make sure the most important elements are always visible without scrolling.
Conclusion
“Above the fold” is one of the most valuable parts of your website. It’s the first thing visitors see and can have a big influence on their first impression, their behaviour and ultimately your conversions. By using this space smartly, you can not only hold your visitors’ attention but also steer them towards the actions you consider important.
Think carefully about what you put in this space, experiment with different options, and keep optimising your “above the fold” section for the best results. Ultimately, a well-organised “above the fold” section can make the difference between a visitor who stays and converts, and one who drops off.
So take a critical look at your website and ask yourself: does your “above the fold” make a strong first impression?
The part of the screen above the fold decides whether someone stays or clicks away. We look at this in improving the user experience, and we test assumptions against real numbers. Also read about banner blindness and A/B testing.
Frequently asked questions
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Is above the fold op mobiel hetzelfde als op desktop?
Nee. Een smartphonescherm is smaller, dus er past minder naast elkaar en elementen schuiven onder elkaar. Controleer daarom per schermformaat of je kop, belofte en knop zichtbaar zijn zonder te scrollen.
Moet alle belangrijke informatie above the fold staan?
Nee, alleen wat iemand nodig heeft om te besluiten verder te lezen of contact op te nemen: een duidelijke kop, wat je doet en een knop. Bezoekers scrollen gerust verder als het begin aanspreekt. Een overvol bovenste deel werkt juist averechts.
Wat zet een vakbedrijf above the fold op de homepage?
Een kop die zegt welk werk je doet en in welke regio, een korte belofte en één duidelijke knop voor een offerte of contact. Een foto van eigen werk versterkt die boodschap. Hoe we dat toetsen lees je bij Improving user experience.
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