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Best Practices for Website Design and Layout: Above the Fold

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When it comes to above-the-fold content on a website, simplicity is key. Keep the design clean, uncluttered, and easy to navigate, with a clear call to action prominently placed. Always use engaging headlines and compelling images to capture the user's attention and entice them to explore further.

Remember to optimize the content for different screen sizes and resolutions, ensuring a seamless user experience across desktop and mobile devices.

Above-the-fold content plays a crucial role in user experience and revenue generation. Since users often make snap judgments within seconds of landing on a website, it is essential to deliver valuable and relevant content within the visible area.

Optimizing the above-the-fold content can lead to higher conversion rates and lower bounce rates, as users are more likely to stay and explore the site further. Moreover, search engines pay attention to above-the-fold content, making it an important factor for SEO rankings and crawling.

To improve above-the-fold content, focus on displaying the most meaningful information and incorporating clear calls to action. Balance textual content with visually appealing elements and white space to create a visually appealing design.

Additionally, consider including social proof or testimonials to build trust and credibility. By following these best practices, you can ensure that your above-the-fold content effectively engages users and drives conversions.

What Does "Above the Fold" Mean?

Above the fold in web design refers to the content that is immediately visible on a webpage without the need for scrolling. This term originated from the newspaper industry, where the most valuable real estate was the top half of the front page which was seen when the newspaper was folded! Now, in the digital realm, above the fold has taken on a new meaning as it refers to the content that is initially visible on a screen, whether it is viewed on a desktop or mobile device.

Placing important information, captivating images, and compelling calls to action above the fold is crucial to grabbing the user's attention and encouraging them to further engage with the website. By optimizing this area with relevant and valuable content, businesses can increase conversions, reduce bounce rates, and appeal to both search engines and real users.

Where Is the “Fold” On a Web Page?

The "fold" on a website refers to the area that is initially visible to a user without scrolling down the page. Its location can vary depending on the screen size and resolution of the device being used.

For desktop devices, the fold typically falls around the bottom of the browser window. However, on smaller screens like mobile devices, the fold may be higher up due to limited vertical space. 

Common breakpoints for screen sizes include:

320px for mobile

768px for tablet

1024px for desktop

Why Is Understanding “Above The Fold” Important?

Understanding "above the fold" in web design is crucial for businesses as it helps prioritize important content and design elements on a webpage, ensuring they are immediately visible to visitors without the need for scrolling. By placing key information, calls to action, and compelling images above the fold, businesses can grab the attention of visitors and encourage them to engage further, leading to higher conversion rates.

Analyzing above-the-fold content also allows businesses to identify potential problems or areas for improvement, such as cluttered design, lack of relevant content, or ineffective calls to action, ultimately enhancing the user experience and maximizing the potential of each webpage.

Tips for Maximizing Above-the-Fold Impact

Now more than ever websites play a crucial role in capturing the attention of potential customers and keeping them engaged. When designing a website, it's important to understand the concept of "above the fold." This prime real estate on a webpage is valuable for grabbing users' attention and encouraging them to explore further.

To make the most of this space, here are some above the fold best practices:

Strong First Impression

Since above the fold content is the first thing users see, it's vital to make a strong and positive impression. Use captivating headlines, compelling images, and concise messaging to instantly convey the purpose and value of your website. 

Optimize for Different Screens

Considering the various screen resolutions and devices users might employ to access your website, it's crucial to ensure that your above the fold content is responsive and adapts seamlessly to different screen sizes. By designing with responsiveness in mind, you can ensure a consistent and enjoyable user experience across devices.

Focus on What's Important

Above the fold content should prioritize displaying the most relevant information to your target audience. Understand your users' needs and expectations, and present them with valuable content that addresses their pain points or interests. This will prompt users to stay on your site longer and increase the chances of conversion.

Use Negative Space Effectively

White space, or negative space, refers to the empty areas around content elements. It's essential to utilize white space effectively in your above the fold design to create a visually pleasing and organized layout. By strategically spacing out elements and avoiding clutter, you can enhance readability and guide users' attention to key content.

Act Now and Add Strong Calls to Action

To drive user engagement and conversions, above the fold content should prominently feature compelling calls to action. Whether it's a clickable button, a sign-up form, or an action-driven headline, make sure these elements are clear, persuasive, and visually appealing. This will prompt users to take the desired action and help you achieve your business goals.

Incorporating above the fold best practices into your web design can significantly impact user behavior, conversion rates, and overall success. By making a strong first impression, optimizing for different screen sizes, focusing on relevant information, using white space effectively, and including compelling calls to action, you can create a user-friendly and visually appealing website that captures and retains user attention.

Remember, above the fold is the real estate that matters most - make sure you utilize it wisely.

What to Include Above the Scroll?

To encourage visitors to stay on your website and potentially do business with you, it's essential to include these key elements above the scroll.

Your Brand Logo

It is crucial to display your brand logo above the fold on your website as it helps visitors easily identify and recognize your brand. Having the logo prominently positioned ensures that it is one of the first things users see when they land on your site, enhancing brand recognition. 

Unique Selling Proposition (USP)

Including a clear and compelling unique selling proposition (USP) in your above-the-fold content is crucial. It sets you apart from competitors and entices visitors to explore further. A strong USP showcases the unique benefits of your product or service and uses engaging explainer copy to capture user attention. 

Contact Information

Including contact information above the fold is crucial for businesses to establish trust and make it easy for visitors to get in touch. By prominently displaying contact details, businesses can ensure that potential customers can quickly and easily reach out for inquiries, support, or other needs.

There are several ways to provide contact information above the fold. One common approach is to include a visible telephone number, allowing visitors to make direct calls for immediate assistance. Another option is to prominently display an email address or form, enabling visitors to send queries or requests at their convenience.

Remember, the goal is to make it as effortless as possible for visitors to reach out, so they can get the information they need and potentially become valuable customers.

What Not to Include in Your Above-the-Fold Content?

When it comes to above-the-fold content, there are a few common mistakes that businesses should avoid. Firstly, cramming too much information above the fold can overwhelm visitors and make the website appear cluttered and confusing.

Secondly, adding ambiguous content that doesn't clearly convey the purpose or value of the website can confuse and frustrate users.

Lastly, overwhelming visitors with excessive ads above the fold can create a negative user experience.

These mistakes can have consequences for your website. A substandard and chaotic appearance will deter users from scrolling down for more information, potentially leading to high bounce rates and lower engagement.

Moreover, search engines may penalize websites that have too many ads or irrelevant content above the fold, affecting your visibility in search results.

To avoid these pitfalls, it's important to focus on grabbing users' attention with clear and compelling content above the fold.

Engage them with concise messages, enticing visuals, and compelling calls to action that encourage them to explore further.

By creating a visually appealing and user-friendly above-the-fold section, you can increase user engagement and improve the overall experience on your website.

Actionable Tips to Boost Conversions:

1. Clearly highlight your most important calls to action (CTAs) above the fold. By placing prominent CTAs in this prime position, you capture the attention of visitors immediately upon landing on your website. This increases the likelihood of conversion as users are more likely to engage with a CTA that is readily visible.

2. Use persuasive language and compelling visuals to make your CTAs more enticing. A well-crafted CTA copy, coupled with an eye-catching and relevant image, can significantly enhance visitor interest and encourage them to take the desired action. Remember, a captivating hero image or an enticing product photograph can help create an emotional connection and motivate users to explore further.

3. Employ personalized and relevant CTAs tailored to different stages of the customer journey. Whether it's a lead generation form, a "Read More" button, or a product discovery prompt, understanding your target audience's needs and preferences will help you tailor your CTAs accordingly.

Ways to Promote Scrolling: 3 Methods

Three ways to promote scrolling on a website:

1. Implement offset columns: Utilize an asymmetrical layout with content that spills over the visible area to create a sense of intrigue and encourage users to scroll down. By displaying a teasing snippet or a visually compelling image just above the fold, you pique the curiosity of visitors and entice them to explore further.

2. Create paths through the page: Strategically guide users through the content by utilizing visual cues such as arrows, icons, or scroll indicators. These subtle hints visually communicate that there is more valuable information waiting to be discovered below the fold. By subtly directing users to scroll, you increase the chances of keeping them engaged and driving them deeper into your website.

3. Provide explicit cues to scroll: Use clear and concise prompts, such as a "Scroll to Learn More" button or a downward arrow, to signal that there is additional content waiting below. These explicit cues act as a gentle nudge, reassuring users that scrolling is necessary to access valuable information. By making it clear that there is more to explore, you encourage users to continue scrolling and engage further with your website.

By implementing these techniques, you can promote scrolling behavior among your visitors, ensuring that they explore below the fold and discover the full range of valuable content your website has to offer.

How is Above-the-Fold Content Related to SEO?

Above-the-fold content plays a crucial role in SEO as it is the first thing users see when they land on a webpage. Search engines prioritize websites that provide a positive user experience, and this includes having relevant and engaging content visible without any scrolling.

Optimizing above-the-fold content is important in reducing bounce rates and increasing user engagement, which are key factors search engines consider when determining rankings. It is essential to avoid excessive advertising above the fold and instead focus on clear headers, compelling calls to action, and fast load speeds to ensure a seamless user experience and improve SEO performance.

Some Great Above-the-Fold Content Examples

When it comes to web design, creating compelling above-the-fold content is crucial to capturing the attention of users and encouraging them to engage with your website. Here are a few examples of companies that have nailed their above-the-fold designs, resulting in increased user engagement and conversion rates.


With a simple and clean design, Airbnb instantly grabs the user's attention with a visually stunning hero section showcasing beautiful travel destinations close to the user. The carefully chosen images entices users to explore more, reinforcing the company's brand identity and mission. The strategically placed search bar, accomodation categorisation and prominent calls to action make it easy for users to take the next step in their travel planning.


Designed with a mobile-first approach, Shopify's above-the-fold content is optimized for various screen sizes and resolutions. The design prioritizes relevant content, displaying key information such as unique selling points and success stories. By providing social proof and highlighting the platform's value proposition, Shopify effectively builds trust and credibility, increasing the likelihood of conversions. The Free Trial is a great call to action.


Focused on engaging and nurturing potential customers, Mailchimp's above-the-fold content emphasizes its email marketing capabilities. The design incorporates 4 quick call outs that showcase the platform's features and benefits. With a strategically placed action button for a free trial and a concise summary of the value provided, Mailchimp effectively captures the attention of first-time visitors and encourages them to try the software.

These examples demonstrate how designing above-the-fold content with a strong visual impact, relevant and valuable information, and clear calls to action can significantly enhance user engagement and ultimately drive conversions.

Scrolling to the End

In the world of web design, it's crucial to understand the importance of above-the-fold content in capturing user attention and encouraging website exploration. By strategically placing essential information and captivating imagery above the fold, businesses can instantly grab the user's attention and entice them to delve deeper into their website.

Our team of experienced web designers has honed their craft, prioritizing user engagement and delivering visually stunning designs that inspire exploration. Trust the experts at Periscope Media and prioritize above-the-fold content to drive user engagement, increase conversions, and create a memorable user experience that will keep customers coming back.

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