In the world of web design, “above the fold” refers to the part of a website the user sees at first sight without scrolling. Though the concept has expanded over the years, many still believe the information you display at the top of your webpage can impact user experience, bounce rates, and SEO.
What does “Above the Fold” Mean?
In the publishing world, “above the fold” once referred to the stories featured above the fold of a newspaper. Publishers placed important and attention-grabbing stories at the top of the page so readers wouldn’t have to unfold their newspapers to read more.
With web content, the principle remains the same. When someone lands on your website, above-the-fold content is what they see when they first land on the page, without having to scroll down.
As a general rule of thumb, good above-the-fold content should include internal links to other pages on your site and should be SEO optimized. Inform users about the page’s content with bold images and a solid H1 header.
In the example below, this IKEA page is clearly about shelves. We can see the bold header text, a brief description, and link to further reading. If you weren’t looking for shelves, you’d immediately know this isn’t the right page for you.
Say you landed on the page below. At first glance, you know that the content is about portable Bluetooth speakers. Again, we see the bold header, a brief page description, and a call to action to purchase their newest Sonos items (“Shop now.”)
Why is Above the Fold Content Important?
Above-the-fold content is the first thing your users see when a web page loads. If you can show the user they’re on a page that matches their search intent, they’re less likely to bounce back to the SERP and click on your competition’s links.
If you’re running banner ads for a campaign, above the fold is a prime location for views. Users are less likely to notice ads as they scroll down.
Considerations for Mobile and Desktop
With the rise in mobile device use, the “above the fold” standard has changed. Devices these days vary in size and resolution, so there isn’t a “one-size-fits-all” fold for any website.
