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Above The Fold

Above The Fold

Above The Fold is a term derived from the newspaper industry, where the most important stories are placed on the top half of the front page, visible when the newspaper is folded. In the context of digital marketing, it refers to the part of a webpage that a user can see without scrolling down. The content in this area is often considered more valuable because it is the first thing visitors see when they land on a page. As a result, marketers prioritize this space for critical messages, calls-to-action, and high-impact visuals to engage the user and encourage them to explore further.

TL;DR What is an abandoned cart?

Above The Fold refers to the portion of a website or digital content visible without scrolling down the page.


Understanding the concept of Above The Fold is crucial for marketers, as it influences user engagement, conversion rates, and overall website performance. By placing compelling content and calls to action in this visible space, marketers can increase the likelihood that users will take desired activities, such as signing up for a newsletter or purchasing. Optimizing the above Fold content can also improve search engine rankings, as search engines consider user engagement signals when ranking websites.

Examples/Use Cases

  • E-commerce websites often display featured products and promotions Above The Fold to entice users to explore and purchase.
  • News websites typically showcase their top stories and headlines in the Above The Fold area to capture readers’ attention.
  • Service-based businesses may place a contact form or call-to-action button to book appointments Above The Fold to encourage conversions.


  • Web Design
  • User Experience (UX)
  • Digital Marketing
  • Conversion Rate Optimization (CRO)
  • Search Engine Optimization (SEO)


  • ATF
  • Top of the Fold

Key Components/Features

  • Headlines: Attention-grabbing headlines that convey the main message or value proposition.
  • Visuals: High-quality images or videos that support the content and engage the user.
  • Calls-to-Action: Clear and concise calls-to-action that guide users toward desired actions.
  • Navigation: Intuitive navigation enables users to find relevant information or pages easily.

Related Terms

  • User Experience (UX)
  • Conversion Rate Optimization (CRO)
  • Landing Page
  • Call-to-Action (CTA)

Tips/Best Practices

  1. Prioritize key messages and calls to action to maximize user engagement.
  2. Use high-quality visuals that support your content and appeal to your target audience.
  3. Optimize Above Fold content for both desktop and mobile devices.
  4. Regularly test and analyze Above The Fold performance to make data-driven improvements.

Further Reading/Resources


What does “Above The Fold” mean in web design?

Above The Fold refers to the area of a webpage that is visible without scrolling down. It is important in web design because users are likelier to engage with the content in this area, making it prime for real estate for key messages, calls-to-action, and high-impact visuals.

How does Above The Fold affect SEO?

Above The Fold, content can influence SEO because search engines consider user engagement signals, such as click-through rates and time spent on a page, when ranking websites. Websites can improve search engine rankings by optimizing Above Fold content for engagement and providing a positive user experience.

How can I optimize Above The Fold content for mobile devices?

To optimize Above The Fold content for mobile devices, ensure your website has a responsive design that adapts to different screen sizes. Prioritize key content and calls-to-action, use legible fonts and straightforward navigation, and consider using mobile-specific features, such as touch-friendly buttons and swipe gestures.

Is it necessary to place all vital content Above The Fold?

While it is beneficial to prioritize critical messages and calls-to-action Above The Fold, placing all important content in this area is unnecessary. Users are accustomed to scrolling, and a well-designed website should encourage exploration by providing engaging content and straightforward navigation throughout the page.

How can I test the effectiveness of my Above The Fold content?

To test the effectiveness of Above The Fold content, use tools like Google Analytics to track user engagement metrics, such as bounce rates, time on page, and conversion rates. Additionally, perform A/B testing to compare variations of Above The Fold content and determine which version performs best.

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