Above the fold

Above the fold refers to the upper portion of a webpage that users see without having to scroll down. Think of it as the storefront window of a shop – it's the first thing people notice when they arrive, and it sets the tone for their entire experience. This space is incredibly valuable in web design because it's where users form their initial impression of a site.


What is above the fold and what is their content?


Designers carefully craft the content displayed above the fold to capture users' attention and encourage them to explore further. This often includes important elements that convey the site's purpose and attracts visitors to engage with the content. By prioritising clarity, simplicity, and visual appeal, designers aim to make the above-the-fold area informative and inviting.


Type of elements above the fold:

  • Images
  • CTAs
  • Headlines

The goal is to create a seamless and engaging user experience from the moment visitors arrive on the page. With attention spans getting shorter and competition for online engagement increasing, optimising the above-the-fold space is crucial for keeping users interested and encouraging them to stay on the site longer. It's about making a lasting impression and sparking curiosity to explore what lies beyond the fold.


Above the fold optimisation

Just as with headlines, images, and calls-to-action, advertisers aim to capture users' attention and encourage engagement. Placing ads above the fold ensures they are immediately visible when users land on a page, maximising the chances of them being seen and clicked on.

To optimise the use of ads above the fold:

  1. Prioritise Relevant Ads
  2. Ensure Visibility and Placement
  3. Maintain a Clean Layout
  4. Monitor Performance
  5. Test Different Formats

However, it's essential to strike a balance between user experience and advertising revenue. While ads above the fold can be effective, overcrowding this space with too many ads or intrusive formats can create a poor user experience and lead to higher bounce rates.