Above the fold is the part of a webpage visible without scrolling immediately after it opens. Its actual size depends on the screen, device, and browser settings.
What should appear above the fold?
- a clear message explaining where the visitor is and what they can do next,
- the main value proposition and an easy-to-scan heading,
- a primary call to action when it supports the page objective,
- trust signals, provided they do not overload the first view.
Practical significance
The first screen should help visitors understand the page and encourage the next action, but it does not need to contain every detail. Its effectiveness is best evaluated with data such as click-through rate, scroll depth, and completion of the page goal.