What is above the fold?
Above the fold is the portion of a web page people see when it first loads, before they scroll. The term comes from newspapers, where the top half of the front page was visible when folded. On the web, the fold varies by device.
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Why above the fold still matters
The first screen is where visitors decide whether a page is relevant. If they can't tell what you offer or what to do next, many will leave without scrolling.
That doesn't mean everything must sit at the top. People do scroll, but the first screen needs to earn the reason to keep going.
What to put above the fold
A clear headline, a short supporting line, and a visible call to action cover the basics. Add a trust signal, such as a customer logo or rating, if it fits without crowding the screen.
There is no single fold
The fold sits in a different place on every phone, tablet, laptop, and monitor, and browser toolbars change it further. Check your pages on common screen sizes rather than designing for one.
Analytics tools, heatmaps, and scroll depth reports show how far your visitors actually go, which is a better guide than any fixed line.
Common questions
Where is the fold on a website?
It's wherever the bottom of the visible screen falls on a given device. Because screens vary widely, there is no fixed pixel height that works for everyone.
Should the call to action always be above the fold?
Often it helps, especially on simple offers. For complex or higher-priced offers, visitors may need more explanation first, so a call to action further down can work well too. Test it on your own page.
Do people scroll below the fold?
Yes, people scroll, particularly on mobile. How far they go depends on the page, so look at your own scroll depth data to see where attention drops.
Does above the fold affect SEO?
There's no rule about what must sit above the fold. But Google's page experience guidance warns against ads or interstitials that push the main content out of view, and a page that loads quickly and shows useful content right away tends to perform better in search.
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