Above-the-fold content refers to the portion of a webpage that is visible without scrolling. It's the first thing visitors see when they land on a site, making it a prime spot for grabbing attention and encouraging action. Think headlines, value propositions, calls-to-action, or eye-catching visuals that immediately engage users.

This term comes from the print world, where the top half of a folded newspaper displayed the most important stories. In web design, above-the-fold content plays a key role in shaping the user's first impression, influencing bounce rates, and supporting key goals like conversions or client engagement.

With so many users visiting sites from various devices, what appears above the fold can vary depending on screen size. That’s why responsive design and understanding your audience’s behavior are essential when deciding what to place here. Whether you’re using an AI website builder or designing from scratch, placing high-priority elements above the fold can help improve your website’s performance.

Why is above-the-fold content important?

Above-the-fold content can make or break a user’s experience. If it loads quickly, communicates value clearly, and looks polished, people are more likely to stick around and interact with the rest of your site. It's where you introduce your brand, showcase your main offer, or give users a reason to scroll.

This area also affects SEO rankings, client engagement, and your overall conversion rate. Clear messaging, quick load times, and engaging design help ensure your content above the fold delivers impact right from the start.

Tips for optimizing above-the-fold content

• Keep it simple and focused – Avoid clutter; highlight one key message or action.
• Use strong headlines and CTAs – Tell visitors what you offer and what to do next.
• Prioritize loading speed – If it takes too long, visitors may bounce before even seeing it.
• Adapt for mobile – Make sure the content is responsive and looks great on smaller screens.
• Include value-driven visuals – Use high-quality images, illustrations, or videos that support your message.

Whether you're launching a new website or refreshing an old one, make sure your top section works hard to keep people interested.

FAQs about above-the-fold content

How do I know what content to place above the fold?

Focus on what you most want your visitors to see or do. This might be a headline, a call-to-action, a product image, or an email signup form—whatever drives your website's goals.

Does above-the-fold content impact SEO?

Yes, it can. Search engines favor pages that load quickly and engage users early on, which means your top-of-page content plays a part in how well your site ranks. Learn more about SEO.

Is the fold the same on every device?

No. The "fold" depends on the user's screen size. That’s why responsive design is crucial—what appears above the fold on desktop may not be visible on mobile.

Should every page have above-the-fold content?

Yes, every page can benefit from strong above-the-fold design. It helps orient users and guide them toward the next step, whether it’s learning more, making a purchase, or signing up.

Can videos or animations go above the fold?

Absolutely. Just ensure they don’t slow down page load speed. A short, autoplaying video or subtle animation can boost engagement if used thoughtfully.

Creating a better first impression online

Your above-the-fold content is like your website’s handshake—it needs to be confident, clear, and welcoming. Getting it right means making a strong case for your visitors to stay, scroll, and act. Whether you're fine-tuning messaging or testing layout ideas with tools like B12 AI Assist, this section sets the tone for your entire site. And when you’re ready to build a site that makes a great impression from the start, get started with B12.