What is Below the Fold

Below the fold refers to the part of a webpage that is only visible after scrolling (as opposed to above the fold, which is the content users see as soon as the page loads). While content below the fold doesn’t get seen straight away, it’s still valuable real estate: it’s a space to expand on your message and share supporting content once you’ve caught users’ attention.

A brief history

The term “below the fold” comes from newspapers, where the page was literally folded in half. Stories or ads below the fold were out of immediate view and only seen once the paper was opened (whilst those above the fold were visible straight away, so tended to include the biggest stories and headlines).

Good to know

Where the fold falls isn’t fixed. Different screen sizes and device types affect how much of your page is visible straight away, and what you’ll have to scroll down to see. It’s important to test your page on various devices to make sure you know what content is above and below the fold on all of them.

It’s also important to note that the part of your page that’s below the fold still plays a crucial role in engagement. Users who scroll are typically more interested and ready for more in-depth information (like detailed product specifications, testimonials, or FAQs).

Know more

Frequently Asked Questions

How far down is below the fold?
Anything that’s not visible without scrolling is below the fold, but exactly where the fold lands varies by device and screen size. On desktop, it might be lower down than on mobile, where even some above-the-fold content might shift down or require a little scroll.
Is content below the fold less important than content above the fold?
Not necessarily! Above the fold is your first impression, but below the fold is where you expand on your message and build trust. Think of above the fold as the hook and below the fold as the story that keeps visitors engaged.
What kind of content works best below the fold?
Use your space below the fold for supplementary content like testimonials, detailed product information, images, videos, FAQs, and other materials that support and reinforce the key messages you introduced above the fold.