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Tips for Designing Above the Fold Content That Converts

Discover what above the fold content is and how it can optimize your website for conversions.

Your website is often the first touch point for customers. In the world of marketing, first impressions matter. The entirety of your website can be considered a first impression of your business.

However, the first part of your website a potential customer sees makes the biggest impression of all. The above the fold content on your website sets the tone for a customer's experience with your brand, so it's crucial to design it in a way that engages and converts, making them want to scroll or browse through your web pages to learn more about your brand.

But what does above the fold mean? Keep reading to learn more about above the fold content and how to optimize your website and landing pages for conversions.

What is above the fold content?

The term “above the fold” in marketing refers to the top of a web page that's visible without scrolling. It's typically only the top half of a page for most common screen sizes.

At one point, company websites were primarily focused on above the fold content because users at the time didn't scroll. These companies would essentially place all of the most critical information in this section of the site so users wouldn't miss it.

But in the modern digital age, user behavior has changed. We now scroll a web page, but that doesn't make above the fold design any less important. When someone visits your website, it's the first thing they see before they click on another page or scroll, which is why most web designers spend a lot of time focusing on this aspect of a web page.

A lot of thought should go into this section of your website because it can encourage users to keep browsing your site or scroll your homepage to learn more about your business.

Think of your above the fold content as the introduction to a web page, having the same impact as the front page of a magazine. To provide a good user experience, the first thing users see should be useful and engaging enough to make them want to know more.

Above the fold content examples

Above the fold content isn't a new concept. In the early days of business websites, companies usually provided the most important information above the fold, making websites that didn't scroll because that's how visitors used websites.

Now, the way we use websites is much different, but above the fold content is still your website's first impression and an introduction to your business. Here are two examples of above the fold content to help you learn more about it:


We use above the fold content to tell visitors exactly what we do. We use our primary heading to tell you the most significant benefit of our all-in-one marketing solution and the different features you can expect. Our above the fold content was designed to make you scroll. We show a sneak peek of what's below the content to show you that this page is scrollable and encourage you to scroll to learn more about our offerings.


Chewy is a pet product e-commerce website with a different type of above the fold content. Since the website's primary goal is to sell its products and services, it puts its deals and categories at the top of the homepage to encourage you to shop their sales and save on your next purchase.

Why is above the fold content important?

Effective above the fold content is a crucial element of a high-converting landing page. In fact, 57% of viewing time on a website is spent above the fold.

Above the fold content gives the first impression of your website. It tells users what to expect while they're on your website and encourages them to look around to learn more about your products and services. If your above the fold content doesn't provide value right away or grab visitor's attention, they'll leave.

You don't want website visitors leaving your website. Instead, you want to use your above the fold content as the hook that keeps them on your website until they convert into paying customers.

Best practices for designing above the fold content

Above the fold content is arguably one of the most important aspects of your website header design because it encourages visitors to keep browsing your website to learn about your brand.

However, a poor above the fold content design can deter customers, making them leave your website and never return. To avoid a bad first impression, follow these above the fold website design tips:

Keep it simple

Your website above the fold content should include an engaging headline, a call to action, a hero image, and supporting content. There's no reason to go in-depth about your product offering because users scroll through pages. If your headline is engaging enough, they'll want to scroll to learn more about your offerings.

Adding too much clutter to your above the fold content can result in a bad user experience, making it challenging for visitors to determine the purpose of your website. Instead, stick to an engaging headline that makes users want to learn more about your business.

Use engaging headlines

Engaging headlines should tell customers what you do and the benefits they can expect when they become a customer. These headlines should encourage customers to take action, but that doesn't necessarily mean they must convert immediately. Instead, your headline should make them want to browse the rest of your website to get more details about your product or service.

Incorporate visuals

Visuals are highly engaging and more effective than engaging headlines alone. Choose photos, videos, graphics, or illustrations that effectively describe your business to supplement your above the fold copy.

Make navigation easy

Your above the fold content should include an easy-to-use navigational menu that can help users find what they're looking for. The type of navigation you choose will largely depend on the type of website you have.

For instance, a hamburger-style menu doesn't necessarily make sense for a website with only a few category pages. However, a more comprehensive mega menu may be necessary if you offer a wider range of products or services.

Use a strong call to action

Your above the fold content should include a good call to action that tells visitors what to do next. If you don't provide them with this information, they could get confused.

As a general rule, it's always better to tell customers what to do next to prevent them from bouncing. Your call to action can be anything from signing up for your service or buying your products and services.

Test different versions

A/B testing different versions of your above the fold content can help you determine which elements perform best.

For instance, you can test different hero images, headline copy, and CTAs. Once you determine which increases loyalty and encourages more users to take action, you can use only the best performers.

Benefits of above the fold content

Above the fold content is the first thing your website visitors see and can dramatically impact user engagement. The better your content is, the better your website performance will be.

Here are a few of the benefits of above the fold content:

Grabs users' attention

The main purpose of above the fold content is to entice visitors to click through or scroll your web pages. It should grab a user's attention and make them want to learn more about your business or its products and services.

Clearly communicates key messages

Your above the fold website content should clearly communicate your key messages to ensure your visitors know they've landed in the right place. For instance, if you sell pet products, it should be obvious as soon as visitors land on your page.

Improves the user experience

Better above the fold content results in a better user experience. When you communicate clearly about your business and its products or services, your web users know how to proceed. Good above the fold content eliminates confusion and tells users exactly what they should do next while highlighting some of the key benefits of your offerings.

Increases conversion rates

Above the fold content can improve conversion rates. By keeping a clear CTA above the fold, you can encourage more first-time visitors to take immediate action.

Improves SEO

User experience is a Google ranking factor. Since your above the fold website content can improve the user experience, it may help increase your rankings in search results.

Additionally, good above the fold content means website visitors that land on your website organically are more likely to convert, improving your desktop and mobile SEO efforts by helping you turn more visitors into paying customers. Just make sure that your above the fold content looks the same on mobile devices as it does on computer screens.

Maximize user engagement with above the fold content

Above the fold content is your website's first and only chance to impress customers and tell them what your business does. More and more business websites are moving away from highlighting their offerings' features and focusing on their customers' benefits.

Your above the fold content should clearly highlight the reason why customers should choose you over the competition while telling them what your business does and encouraging them to take action.

Create effective above the fold content with Mailchimp. Use our website builder to transform your website, A/B test different versions, and measure performance to attract and convert more customers for your business.

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