What is above the fold?
Above the fold is the part of a web page visible before the visitor scrolls.
Definition
The phrase comes from newspapers, where the top half of the front page was what sold the paper. On the web it means the first screen a visitor sees, which differs by device: far shorter on a phone than on a laptop.
Why it matters
Visitors decide in seconds whether to stay. The first screen has to say what the page is and what to do next, or most never scroll to the rest.
How to get it right
- State the outcome in the headline.
- Show the product or a real result.
- Put one primary action in view on a phone.
- Check the first screen at 390 pixels wide, not only on a laptop.
Mistakes to avoid
- Cramming everything into the first screen
- Sliders that hide the message
- A call to action that only appears after scrolling on mobile
Related terms
- Call to action (CTA)A call to action is the button or link that asks the visitor to take the page's main next step.
- Value propositionA value proposition is a clear statement of what a customer gets and why it is better than the alternatives.
- Landing pageA landing page is a single page built to turn a specific visitor into a specific action.
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What is above the fold?
Above the fold is the part of a web page visible before the visitor scrolls. The phrase comes from newspapers, where the top half of the front page was what sold the paper. On the web it means the first screen a visitor sees, which differs by device: far shorter on a phone than on a laptop.
Why does Above the fold matter?
Visitors decide in seconds whether to stay. The first screen has to say what the page is and what to do next, or most never scroll to the rest.
How do you get above the fold right?
State the outcome in the headline. Show the product or a real result. Put one primary action in view on a phone. Check the first screen at 390 pixels wide, not only on a laptop.
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