Above the fold refers to the content visible on a screen immediately when a page loads, before any scrolling. The term originates from newspapers, where the top half of a folded paper determined what a reader saw first. Content placed here has outsized influence on bounce rate, a metric visible in Google Analytics (opens in new tab).
The Fold Line Moves With Every Device
Unlike a printed newspaper, the exact cutoff point differs by screen size and orientation, so what’s above the fold on a large monitor may already require scrolling on a phone. Designing with mobile screens as the primary test case, since that’s where most local business traffic arrives, is the more reliable way to know what visitors actually see first.
It’s worth actually opening a page on a real phone rather than relying only on a desktop browser resized smaller, since real device rendering can differ in small but meaningful ways.
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What should go above the fold on a business website?
A clear headline stating what the business does, a strong visual, and the primary call-to-action — booking, calling, or ordering — should all be visible without scrolling.
See also
How TAP-ONE helps
A fast, secure site that brings in leads while you focus on running the business.
Explore Get a WebsiteMore in Marketing & Conversion
A/B Testing
Comparing two versions of a page, message, or ad to see which one performs better.
Bounce Rate
The percentage of visitors who leave a website after viewing only one page, without taking any further action.
Click-Through Rate (CTR)
The percentage of people who click a link or listing after seeing it, out of everyone who saw it.
Conversion Funnel
The step-by-step path a customer takes from first discovering a business to completing a purchase or booking.