[GTM glossary](/glossary.txt) Above the fold Marketing # Above the fold Also known as: above the fold content In short Above the fold is the portion of a web page or email that a visitor sees on screen before they scroll. The term comes from newspapers, where the top half of the front page was visible on the stand. In B2B marketing it matters because the first screen usually decides whether a visitor understands what you offer and whether it is for them. The exact "fold" differs by device and screen size, so it is a rough area rather than a fixed pixel line. ## What belongs above the fold * A clear headline that states the outcome or offer. * A short supporting line that names who it is for. * One primary call to action, such as "Book a demo" or "Get the guide". * A visual that explains the product, not decoration. --- ## How to design it Start with the visitor's question: am I in the right place? Answer it in the headline in plain words. Then give the next step one obvious button. Check the page on a laptop and a phone. Mobile screens show far less, so the headline and button must still appear without scrolling. Test changes one at a time. Say a team rewrites the headline and moves the button together; it cannot tell which change moved sign-ups. --- ## Does everything need to be above the fold? No. People scroll on pages that hold their interest. The first screen must earn the scroll, and it needs to hold the promise and the main action. Detail, proof, pricing, and FAQs can live below. Long pages work for complex B2B products, as long as the top gives a reason to continue. --- ## Common mistakes * **Vague headlines:** Slogans that never say what the product does. * **Several competing buttons:** Three equal calls to action split attention. * **Heavy hero media:** Large videos slow the page and push content down. * **Ignoring mobile:** A layout that works on desktop can hide the button on a phone. --- ## Above the fold FAQs **What does above the fold mean in web design?** Above the fold means the content a visitor can see on a page without scrolling. It usually includes the headline, a short description, a main call to action, and navigation. The term comes from the top half of a folded newspaper front page. **How big is the fold on a website?** There is no fixed size. The fold depends on the screen, browser window, and device, so it varies widely between a large monitor and a phone. Designers check common screen sizes and make sure the headline and main button show on each. **Is above the fold still important for conversions?** Yes, as a principle. Visitors judge a page quickly, so the first screen should say what you offer and give a clear next step. They do scroll on engaging pages, so you do not need to cram everything into the top. **What should I put above the fold on a landing page?** Put a headline that states the benefit, one supporting sentence, one primary call to action, and a relevant visual. Add a short trust cue, such as a customer logo, if it fits without crowding the screen. Share term --- ## More related phrases * [Dynamic content](/glossary/dynamic-content.txt) * [Microsite](/glossary/microsite.txt) * [Page views](/glossary/page-views.txt) ## Similar phrases * [A/B testing](/glossary/a-b-testing.txt) A/B testing compares two versions of a page, email, or ad by splitting traffic between them to see which one produces more of a chosen result. * [Conversion rate optimization (CRO)](/glossary/conversion-rate-optimization.txt) Conversion rate optimization (CRO) is the practice of improving the share of visitors who take a desired action, using research and controlled tests. * [Landing pages](/glossary/landing-pages.txt) A landing page is a standalone web page built for one campaign goal, such as booking a demo or downloading an asset, with a single call to action. * [Bounce rate](/glossary/bounce-rate.txt) Bounce rate is the percentage of sent emails that are rejected by the recipient's mail server and never reach an inbox, split into hard and soft bounces. * [Core Web Vitals](/glossary/core-web-vitals.txt) Core Web Vitals are Google's metrics for real-world page experience, measuring loading speed, interactivity, and visual stability, and they affect both search performance and conversions.