The term above the fold comes from the newspaper industry and refers to the content that appears on the top half of the front page, visible when the paper is folded vertically in half. See the newspaper in the image below left for a visual example of how this term came to be.
In the context of websites, above the fold refers to the portion of a website's homepage that is visible without scrolling down. This section of the website is the most prominent and valuable real estate, as it sets the tone for the visitor's browsing experience. See the image above right for an example of a website showing the top section of the home page.
Questions Above The Fold Should Answer
According to Eben Pagan, there are three questions that the "above the fold" content on a website should answer immediately:
- Who/what is it?
- What is it about?
- What do I get?
The content above the fold should grab visitors' attention and provide clear and concise answers to these questions. This will help visitors understand the website's purpose, navigate to the relevant section, and take action to achieve their goals.
Therefore, it is critical to optimize this section with high-quality content, compelling visuals, and calls to action that will drive engagement and conversions.
CLICK HERE to see an article that references the term.