What is ‘The Fold’ and does it even matter? 

If you’ve ever discussed website design, you’ve no doubt heard someone mention ‘The Fold’. It’s one of those web design terms that gets thrown around a lot, but what does it actually mean, Fold’ and how much does it matter? 

What is ‘The Fold’? 

The term is used to describe the bottom edge of the screen. 

‘Above The Fold’ is what you can see immediately without scrolling when you go on a website – this is often called the ‘First Screen’.  

‘Below The Fold’ is anything that you need to scroll to see.  

Why is ‘The Fold’ important? 

Every website is different, but a good rule of thumb is to make it obvious what you’d like someone to do next, by having a Call To Action above The Fold. Users rarely scroll as much as we think they do, and never as much as we’d like. 

Research shows that it takes 2.6 seconds for a user’s eye to land on the area of a website that most influences their judgement. Your brand is in the spotlight, and you don’t have long to make a good first impression. That’s why it’s so important that the content above ‘The Fold’ on a web page is as effective as possible. 

With that said, there isn’t a universal formula for what should sit above the fold. What works for one site might not work for another. ‘The fold’ is largely determined by how interactive an experience you may be offering and what you’re looking to achieve.  

The right approach depends on what you’re trying to achieve. Are you encouraging a quick enquiry or purchase? Or are you trying to build trust, communicate expertise or create a memorable brand experience?   

Your industry, your brand and your desired outcomes from your website all impact how you might think about the ‘fold’. 

Given this, it’s also worth bearing in mind that website visitors tend to scroll more on mobile than on desktop, so you can tailor your design accordingly.  
 

The Fold Matters. Context Matters More. 

There’s also an emerging question around whether the concept of ‘the fold’ is changing altogether. With AI overviews, featured snippets and zero-click searches becoming increasingly common, many users are finding answers before they even visit a website. 

With so many searches now not resulting in a click, is the new ‘fold’ an AI overview – something stripped of your brand beyond whatever structured contact may be getting picked up? This is worth keeping in mind when balancing content and digital design requirements.  

Getting your first impression right 

Look at the ‘First Screen’ of your website and ask yourself the following questions: 

• Is there a Call To Action? 

• Are the headlines compelling? Does the copy move someone towards actions? 

• Is the information balanced enough to help with their comprehension? 

• Does the content say enough about my business and what it offers? 

• What am I trying to convey? Will too much ‘above the fold’ negatively impact brand or wider experience, depending on my objective or industry? 

• Is there any visual clutter? 

Conclusion

Ultimately, the fold still matters, but not because it’s a strict rule that every website must follow. 

What matters most is making a strong first impression, helping visitors understand what you do and making it easy for them to take the next step. 

The content above the fold should earn the scroll. If visitors immediately understand who you are, what you offer and why it matters, you’re already heading in the right direction.

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