Above the Fold
The portion of a web page visible without scrolling, immediately upon page load.
Full definition
Borrowed from newspaper terminology (where the most important stories appear on the upper half of a folded front page), 'above the fold' in web design refers to the content visible in the browser viewport before any scrolling. This area receives the most attention and is critical for first impressions. Best practices for above-the-fold content: clear, specific headline that communicates value, visible call-to-action, enough context to understand what the page/business does, fast-loading (prioritise rendering above-the-fold content). Research shows users form judgements about a page within 50 milliseconds — above-the-fold content dominates that first impression.
Real-world example
A B2B software company moves its primary CTA button from below a long product description to the top of the page, next to the headline — reducing the click-to-trial rate by improving immediate visibility.
Related terms
The prominent introductory section at the top of a webpage, typically containing the primary headline, subheadline, and call to action.
Read definitionA button, link, or instruction that directs users to take a specific desired action.
Read definitionA standalone web page designed with a single focused objective — typically to convert visitors from a specific ad or campaign.
Read definitionA Core Web Vital that measures how long it takes for the largest visible element on a page to fully load.
Read definitionReady to apply this to your business?
Build a custom digital marketing proposal in 60 seconds. We scope the right strategy for your market, industry, and growth goals.
Build my proposal