Long live the page fold!

Long live the page fold!

2 steps to clarifying and improving your site

There are many articles that state the fold doesn’t matter anymore. They are wrong. The fold is one of the most important considerations when designing a website.

It’s not because people don’t scroll. Everyone scrolls. The issue is that we need to make sure that users choose to scroll. The content and design you present above the fold gives your users their first impression. A first impression has been proven to be formed in as litte as 17ms. You need to use this first impression to differentiate yourself quickly and concisely. If you don’t people will leave. Some will leave before they even get a chance to scroll down your site. Here are some tips on how to keep users scrolling.


First answer these questions for users:

  1. Is this what I am looking for?
  2. Is this credible?
  3. Is this worth scrolling or clicking to see more?

To answer these questions you need to edit mercilessly. All content and design above the fold needs to align to business goals you developed from personas. Your key differentiating statements and products/services all need to be visible without scrolling.

Step 1

Put your most important content high up on the page. For a product page you would start with:

  • name of the product
  • buy button
  • price
  • image

Step 2

Add additional content below the fold and A/B test against your goals. Make sure the addition of any content helps with your conversions.

Then quickly add:

  • additional call to action further down the page
  • features/quantity/size
  • description
  • testimonials/reviews
  • related products
  • more photos
  • videos
  • social media integration
  • live chat
  • certificates & accreditations
  • guarantees

Long live the fold!


Further Reading

  1. The Fold Manifesto: Why the Page Fold Still Matters
  2. Myth #3: People don’t scroll
  3. The role of visual complexity and prototypicality regarding first impression of websites: Working towards understanding aesthetic judgments
  4. Users love simple and familiar designs – Why websites need to make a great first impression


Looking for more information? Connect and let’s discuss.