Above the Fold / Design Terms Above the Fold “Above the fold” refers to the portion of a webpage that is visible to a user before they begin to scroll. It is the first content people see when a page loads and typically includes key elements like the headline, navigation menu, hero image or banner, and a call to action. Because this space captures immediate attention, it plays a critical role in shaping first impressions and driving user engagement. The term originates from print newspapers, where the most important stories were placed on the top half of the front page to catch the eye of potential readers. In web design and digital marketing, the concept still applies but varies based on device type, screen size and user behaviour. What is above the fold on a desktop may differ significantly from what appears first on a mobile device. As a result, designers and content teams must consider responsive layouts to ensure that high-priority information appears early, no matter the screen. Optimizing content above the fold can significantly improve bounce rates, conversions and user experience. Key best practices include using a clear headline that communicates value, including a primary call to action, and avoiding clutter or slow-loading elements. While the rest of the page remains important, strong above-the-fold content helps guide the visitor’s next step and signals whether the page is worth exploring further. For SEO, search engines do not weigh above-the-fold content differently by default, but user engagement with this area can indirectly influence rankings through metrics like dwell time and click-through rates.