• “Above-the-fold” in digital marketing refers to the portion of a web page visible without any scrolling.
  • Above-the-fold content is crucial for immediate engagement, setting first impressions, and influencing user behavior.
  • Your homepage should include a company logo, a unique selling proposition, an intuitive navigation menu, contact information, and a primary CTA (call-to-action).
  • Marketers should regularly evaluate and optimize above-the-fold content using A/B testing, heatmaps for web design, user surveys, and analytics tools for marketing analysis such as Google Analytics.

What Does "Above-the-Fold" Mean?

Above-the-fold in marketing signifies the portion of a webpage that is visible without scrolling.

The term hails from the day of Sunday newspapers. When you’re reading a paper, the term "above-the-fold" refers to the upper half of the front page of a newspaper. This space is highly prized and contains the most critical headlines and stories. As the first thing readers see when glancing at a newsstand, it has to be compelling enough to encourage a purchase.

In marketing, this segment of the website's design must be carefully crafted, containing elements that engage, inform, and prompt the users to take action. The term "fold" here refers to the digital line dividing what's immediately visible on a web page from the content below.

Importance of Above-the-Fold Optimization

On average, site visitors decide whether to stay on a page after only 10 seconds, and these visitors aren’t generous about second chances. A well-designed above-the-fold section sets the tone for the entire site and can keep visitors engaged, leading to site exploration and conversion.

What should go above-the-fold?

While this may not be a definitive list of every element that should appear above-the-fold, these five things must appear for your site to have a fighting chance for audience attention.

  1. Your Brand Logo: Help visitors associate your brand with your logo. Most commonly, logos are posted up in the top left corner of a site. 
  2. Unique Selling Proposition: You exist to solve a problem for your customer. Above-the-fold, clearly communicate the value users get by engaging with your website or taking a desired action. What problem do you solve, or how do you fulfill their needs?
  3. Intuitive Navigation Menu: While your homepage is the first impression for a visitor, they may come to your site knowing exactly what part of your site they need. Is it the blog? Perhaps a product page, or a testimonial page? Do your part to make the internet a better place. Build a simple, easy-to-use navigation menu with links to important sections of your website. Keep it concise and organized.
  4. Contact Information: Provide contact details such as a phone number, email, or contact form. Maybe your site even has a little chat buddy that pops up, making it effortless for site visitors to get their questions answered.
  5. Primary Call-to-Action(CTA): The most important action you want users to take should be prominently placed above-the-fold. This could be a "Sign Up," "Get Started," "Buy Now," or any other action that aligns with your page's goals. Consider making this CTA bigger, bolder, and highly visible. Run A/B tests to see what elements improve CTA click-through rate above-the-fold.

Best Practices for Above-the-Fold Web Page Design

Keep it Simple

  • Clarity Over Clutter in Design: Avoid overloading this web section with too much content. Clarity will always outperform complexity on web pages. Clutter just makes your audience work for what they need to know - and they likely won’t take the time. 
  • Embrace White Space in Design: White space is not wasted space, nor is white space your enemy. Rather, white space gives site visitors a place to breathe. It enhances readability, ensures that the most critical parts of your site - the designed parts - get all the attention, and it helps give a sophisticated and clean appearance to the webpage design.

Engage Your Audience with Words and Pictures

  • Content Strategy for Marketing: Write compelling headlines and copy that speaks to your visitor's needs and interests on the webpage. Consider your audience, rely on buyer personas, and aim to connect through your site copy.
  • Visual Engagement on the Page: Use images, videos, or other multimedia that align with your website's marketing message. 

Design for Usability for Users Across Web Platforms

  • Responsive Design: Ensure that the elements above-the-fold are responsive to different screen sizes and devices. Many users access websites on mobile devices, so a mobile-friendly design is crucial. Also, ensure that your website is ADA-compliant for site visitors with disabilities. 
  • Intuitive Navigation: Include clear and intuitive navigation on the page to guide users deeper into your website.

Solve Challenges for Web Visitors

  • Understanding User Needs on the Website: Use data and insights to learn what your web visitors are really after; then give it to them.
  • Providing Solutions on the Page: Offer immediate solutions or guide users to where they can find answers on your website

Examples of Above-the-Fold Homepages

Each of the following images are great examples of Above-the-Fold homepages. Note the simple designs, carefully placed CTAs, engaging images, and brand positioning techniques. 

Testing and Measuring Above-the-Fold Content 

Regularly analyze site performance and optimize your above-the-fold content to increase engagement. There are many ways to find out what is working and what isn’t. 

  • A/B Testing: Create different versions of above-the-fold content and compare performance on the page.
  • Heatmaps for Web Design: Tools like VWO show where users are clicking, helping you understand what draws attention to your website.
  • User Surveys and Feedback for Users: Ask users directly through surveys or feedback tools on your website.
  • Analytics Tools for Marketing Analysis: Tools like Google Analytics provide metrics on engagement, bounce rate, and conversions for your web pages.
  • Continual Improvement in Design: Regularly review and update your above-the-fold content on the website to keep it fresh and effective, in line with your marketing goals.


The concept of "above-the-fold" is an enduring principle that's evolved from print to digital. 

Through strategic design, engaging content, responsiveness, and ongoing optimization, the above-the-fold section can become a powerful tool for enhancing user experience and boosting conversions on your website.


What does "Above-the-Fold" mean in digital marketing?

It refers to the area of a web page visible without scrolling, holding key elements like headlines, images, and CTAs.

It's crucial for immediate engagement, setting first impressions, and influencing user behavior.

It's crucial for immediate engagement, setting first impressions, and influencing user behavior.

What are the benefits of optimizing Above-the-Fold content?

Benefits include immediate user engagement, higher conversion rates, and improved user experience.

How can I design effective Above-the-Fold content?

Focus on simplicity, engage your audience with visuals and compelling copy, ensure usability across devices, and provide immediate solutions to user challenges.

What tools can be used to test and measure Above-the-Fold content?

A/B testing, heatmaps, user surveys, and analytics tools like Google Analytics are valuable for testing and measuring performance.

How often should I test Above-the-Fold content?

Regular and continual testing is recommended to stay current with user needs and trends.

Can Above-the-Fold concepts be applied to mobile devices?

Yes, responsive design ensures that Above-the-Fold principles are effective across all devices, including mobile.

How does Above-the-Fold connect to historical newspaper concepts?

The term originates from newspaper design, where the top half of the front page was prime real estate for engaging readers. The principle remains the same in digital media.

Does Above-the-Fold Affect SEO?

While not directly an SEO factor, a well-designed above-the-fold area can reduce bounce rates and increase user engagement, indirectly improving SEO.

Can a complex design work for Above-the-Fold content?

Simplicity is usually favored, as it promotes clarity and helps users quickly grasp the main message. Complex designs may confuse or overwhelm visitors.

Call to Action (CTA), Value Proposition, User Experience (UX)