Above the Fold

Definition

Above the fold refers to everything visible on a page when it first loads, without the visitor having to scroll. It's the most valuable real estate on a page because it's the only part you're guaranteed every visitor will see, so the core message and call to action usually belong there.

In depth

The term comes from newspapers, where the most important story ran above the physical fold so it showed on the rack. Online, the 'fold' isn't a fixed line — it shifts with screen size, so what's above the fold on a desktop monitor can require scrolling on a phone. Because most local-business traffic is mobile, WellBuilt designs the above-the-fold view for the small screen first.

It matters because the first screen decides whether someone stays. In a few seconds a visitor wants to know what you offer, whether it's for them, and what to do next. If your headline, a clear value statement, and a visible call to action aren't there, you lose people who would have converted if they'd just kept reading.

The common mistake is cramming everything important above the fold and assuming nobody scrolls — that's outdated. People do scroll when the top gives them a reason to. WellBuilt's rule is simpler: the top screen should make the offer obvious and the next step easy, then earn the scroll with proof and detail below.

Worked example

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