Marketing Calendar 2025
Above the fold
If you’ve ever opened a web page and immediately noticed a headline, an image, or a big call-to-action button before scrolling, you’ve met “above the fold.”
Above the fold refers to the part of a web page that’s visible without having to scroll. It’s the first impression, the shop window, the bit everyone sees, whether they’re fully invested in your content or just glancing casually. The phrase comes from the newspaper world: editors would place the most eye-catching headlines and photos on the top half of the front page, quite literally above the physical fold of a broadsheet. This is where attention went first and where the most important stories had to live.
What appears above the fold can change depending on the device being used. A large browser window on a desktop may show far more than a small mobile screen. Mobile design is especially important because the “fold” gets tighter, so every pixel has to work harder.
There’s sometimes debate about how sacred or strategic “above the fold” really is. Modern web users are much more likely to scroll than they used to be, especially on mobile. So while you shouldn’t try to cram everything into this space, you must be thoughtful. What’s above the fold should spark curiosity or convey value and not overwhelm or mislead.