We first wrote this post in 2014, and not much has changed since then regarding the truth about this subject. ”Above the Fold” is a relic term that originated from the placement of stories in newspapers, which are typically folded in half. The stories that are above the fold are considered to be of greater importance. This is because they are the first articles readers will see when purchasing a newspaper.

What does web content above the fold mean?

When it comes to web content above the fold, the term is up for debate, because which fold is being referred to? Since the inception of responsive design, it actually depends on what device the reader is using. And since we live in a multi-screen world, the idea of keeping web page content above the fold is pretty meaningless.

There is no “standard” viewing screen

There is no standard monitor size. Plus,the fold on mobile devices are different than the fold on desktop computers. Also, with track pads and mouse wheels, scrolling has become much easier and viewing content below the fold is more accessible. Moreover, how do you know placing the content where you think is above the fold will have any effect on the power of your message?

Believe or not, there are actually tools that create analytics that show which parts of a website are most visited. Chartbeat software can track user engagement on websites. Its online study showed that 65% of viewers’ engagement time happened below the fold. As a result, the study coincides with today’s web design trend: long, clean, scrollable pages.

Helping users find content

If visitors are getting lost on your site because they can’t find what they are looking for, that’s not related to web content above the fold. It’s a navigation issue, meaning you need to rethink your navigation menu structure.

So, here’s what happening:

• Today’s users actually spend more time viewing web content below the fold than above the fold.
• Multi-platform website viewing makes defining the fold more ambiguous.
• Forcing content above the so-called fold can compromise the message if the user experience or call-to-action is poorly executed.

Professional website designers like those at Envisager Studio, know how to guide users through a website. We can audit your website and provide a website design quote to help your business be more successful online. Because if your site visitors are getting confused or lost, then the call to action is not met.

Final thoughts

With modern technology, evolving design, and multi-viewing platforms, it has become less important what content the visitor first sees and more important how effective the call-to-action is. We are not saying it’s important to have all your content below the fold, but rather content management and user experience should have high priority.

You may also enjoy reading: What Makes a Website Actually Work for Your Business?

Gregory Meyer

Gregory Meyer
DIGITAL MARKETING DIRECTOR

Gregory is the Analyst & Digital Marketing Director at Envisager Studio. His data collection is an important part of each client’s unique website design and social media strategy. In his spare time, he writes about web design analytics, social media, visual marketing, and social influence.