Below the fold is a web design and digital marketing term that refers to the part of a webpage that a visitor must scroll down to see. The phrase originated from newspapers, where the most important headlines and images were placed above the fold—meaning the top half of the front page that was immediately visible on newsstands. In the digital world, below-the-fold content is still important but requires strategic design to keep users engaged and scrolling.

Definition of below the fold

Below the fold refers to the content on a webpage that isn’t visible until a user scrolls down. Since screens come in different sizes, the exact location of the fold varies depending on the device.

Key factors that influence what appears below the fold:

• Screen size – Larger desktop monitors display more content above the fold, while smaller mobile screens show less.
• Website layout – Some sites use large hero images or banners that push content further down the page.
• User behavior – If your content is engaging, users will naturally scroll, making below-the-fold content just as valuable as what’s at the top.

Why below-the-fold content matters

While many marketers prioritize placing key information above the fold, the content below the fold also plays a vital role in user engagement and conversions. A well-designed page encourages visitors to scroll, allowing them to discover more of your content, products, or services. Additionally, below-the-fold content supports SEO efforts, as search engines analyze the entire page, not just the visible portion. 

When optimized correctly, this content can improve rankings and attract more traffic. Furthermore, strategically placing elements like testimonials, additional product details, or calls to action below the fold enhances the user experience, increasing satisfaction and boosting conversions.

How to optimize below-the-fold content

Maximizing the effectiveness of below-the-fold content requires thoughtful design and user-friendly features. 

1. Use engaging visual cues -
   Encourage users to scroll by incorporating visual elements like:

• Arrow indicators or subtle animations
• A glimpse of content peeking from the bottom of the fold
• Strong headlines that spark curiosity

2. Balance above and below the fold -
   While it’s tempting to cram everything at the top, a well-structured page distributes content logically. Keep the most important information visible first, but use the below-the-fold space to expand on details.
3. Improve page load speed -
   If a page loads too slowly, users might leave before ever reaching your below-the-fold content. Optimize images, use lazy loading, and minimize heavy scripts to improve load time.
4. Make it mobile-friendly - Since mobile users are accustomed to scrolling, below-the-fold content on mobile should be designed for easy navigation. Keep sections concise and avoid excessive whitespace.

Examples of below-the-fold content

Top websites use below-the-fold content strategically to enhance engagement.

• Apple’s product pages – The above-the-fold section features a striking image, but as you scroll, you find detailed product descriptions, reviews, and specs.
• Amazon product pages – Basic product info appears above the fold, but scrolling reveals reviews, FAQs, and comparison charts.
• News websites – Many news sites show headlines first, with the full article extending below the fold.

These examples prove that below-the-fold content isn’t just filler—it’s a crucial part of the user experience.

Common mistakes to avoid

Even with strong design, certain below-the-fold strategies can unintentionally hurt engagement. One common mistake is hiding important information too far down the page—if users have to scroll excessively to find key details, they may leave before discovering them. Overloading the section with large blocks of text can also be overwhelming, making it difficult for visitors to absorb information. Instead, breaking up content with bullet points, images, and headings can improve readability. 

Additionally, failing to optimize for mobile users can lead to high abandonment rates if scrolling feels clunky or unresponsive. Finally, slow-loading elements, such as large images or videos, can frustrate visitors and increase bounce rates. Prioritizing clarity, accessibility, and speed ensures that content remains engaging and effective.

FAQs about below the fold

Why does below-the-fold content matter?

Even though users see above-the-fold content first, below-the-fold content keeps them engaged and encourages them to take action, whether that’s making a purchase, signing up, or reading more.

Should I always put my CTA above the fold?

Not necessarily. While a CTA above the fold can be effective, placing CTAs throughout the page—especially after explaining value—can lead to better conversions.

Does below-the-fold content affect SEO?

Yes! Search engines crawl the entire page, so well-optimized below-the-fold content with relevant keywords and structured formatting can boost rankings.

How can I make users scroll down to see more content?

Use engaging design elements, compelling headlines, and interactive features to encourage users to keep exploring your site.

What is lazy loading, and how does it help below-the-fold content?

Lazy loading delays the loading of images or videos until they’re needed, improving page speed and ensuring users don’t have to wait for unnecessary elements to load immediately.

Build a website that keeps users engaged

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