loader image

Above The Fold

“Above the fold” refers to the portion of a webpage that is visible without scrolling, immediately seen upon loading.

“Above the fold” is a term borrowed from newspaper publishing that applies to web design, denoting the content visible on the screen without requiring the user to scroll down. In the context of websites and digital marketing, it’s crucial because it encompasses the first impression users have upon visiting a site, including headlines, key messaging, and calls to action.

This area is prime real estate for engaging visitors, conveying the site’s value proposition, and encouraging further interaction. The content placed above the fold is critical for user engagement, conversion rates, and optimizing the overall user experience, as it significantly influences a visitor’s decision to stay on the page or leave.

AbbreviationMeaningUsing byYear coined
ATFAbove The FoldDesignersEarly 20th Century

Example 1:

E-commerce Website: On an online store selling athletic wear, the “above the fold” area features a striking hero image of athletes wearing the latest collection, a clear and enticing call-to-action (CTA) button like “Shop Now,” and the site’s navigation menu. This design ensures that visitors immediately understand what the site offers and are encouraged to explore the products without needing to scroll.

Example 2:

News Website: A leading news portal places its top story, breaking news ticker, and search bar “above the fold.” This layout guarantees that readers are immediately presented with the most current and significant news upon landing on the homepage, facilitating quick access to articles and ensuring engagement right from the start.

Back to Glossary

Matt McAuliffe

Matt McAuliffe

Co-Founder of Hyper Digital

As the co-founder of Hyper Digital, a leading digital marketing agency in New Zealand, Matt McAuliffe has established himself as a prominent digital marketing analyst and consultant. With years experience and thorough knowledge of the digital marketing industry, Matt is the driving force behind Hyper Digital’s ongoing success. Matt’s innovative marketing tactics and creative concepts is the reason why so many businesses across New Zealand have achieve success in the online space.

You might also like...


HyperDigital Logo

About Us


Case Studies

Free Consultation


Mon - Fri: 7am - 10pm
​​Saturday: Appointment only
​Sunday: Appointment only

Helpful Links


Autumn Sale - $600 credit

Terms & Conditions

Privacy Policy


SEO Hawkes Bay