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What does 'above the fold' mean?

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Quick answer

'Above the fold' is the part of a web page visible without scrolling. Because it's seen first, it's prime real estate for headlines, key messages, and calls to action — what you put there strongly affects whether visitors stay and engage.

Key things to understand

  1. It's the page area visible before any scrolling.
  2. The term comes from newspaper front pages.
  3. It's prime space for headlines and calls to action.
  4. It strongly affects first impressions and engagement.

People also ask

What does 'above the fold' mean?
The portion of a web page a visitor sees first, before scrolling down.
Why does above-the-fold content matter?
It's seen first, so it heavily influences whether visitors stay, read on, and take action.
Where does the term come from?
From newspapers, where the most important stories ran above the physical fold of the front page.