What Does “Below the Fold” Content Mean?

In the digital world, the term “below the fold” holds significant relevance, especially in web design, user experience (UX), and search engine optimization (SEO). Originally stemming from the print newspaper industry, where content “below the fold” referred to anything that appeared below the crease of a folded newspaper, this concept has transitioned into the online space. In websites, below the fold content refers to any content that is not immediately visible to a user when a webpage loads and requires scrolling to view.

This blog explores the meaning, importance, and impact of below-the-fold content, as well as strategies to use it effectively for an optimized user experience and better SEO.

What is “Below the Fold” Content?

In web design and in the era for best white label digital marketing agency, “below the fold” refers to content positioned outside the initial viewable area of a website. When a user lands on a webpage, the content they see without scrolling is termed “above the fold”, while everything beyond that requires scrolling, thereby falling into the “below the fold” category.

The location of the fold varies depending on screen size, resolution, and device. For instance:

• On a desktop monitor, the fold might occur after the first 700-800 pixels.

• On a mobile device, the fold could appear much sooner due to the smaller screen size.

The concept highlights the importance of prioritizing content placement on a webpage to maximize engagement and conversions.

The Evolution of “Below the Fold”

In the early days of web design, there was a significant emphasis on placing everything important above the fold. This was driven by the assumption that users might not scroll down to view additional content. However, as user behavior evolved, so did web design principles. Research now shows that users are more likely to scroll when the content is engaging and visually appealing.

Modern web design balances both above-the-fold and below-the-fold content, leveraging the latter for additional information, in-depth content, and secondary calls-to-action (CTAs).

Why is “Below the Fold” Content Important?

While the concept might suggest that below-the-fold content is less important, that’s not entirely true. Here’s why it still plays a critical role:

1. Provides Additional Information

Below-the-fold content often includes detailed information, explanations, and supporting visuals that complement the primary message above the fold.

2. Encourages User Engagement

When designed thoughtfully, below-the-fold content encourages users to scroll and explore the webpage further. This engagement can increase time spent on the page—a positive signal for SEO.

3. Supports the Buyer Journey

For e-commerce and service websites, below-the-fold sections are often used for detailed product descriptions, customer reviews, FAQs, or testimonials. These elements can be crucial for converting visitors into customers.

4. Accommodates Secondary Objectives

Below-the-fold content is an excellent space for secondary CTAs, related resources, and internal links that might not fit above the fold without cluttering the design.

Does Below-the-Fold Content Affect SEO?

The placement of content (above or below the fold) can influence SEO, but it’s not the sole determining factor for ranking. Here’s how it comes into play:

1. Search Engine Crawlers Index All Content

Search engines like Google index all content on your webpage, regardless of its placement. However, they prioritize user experience, so ensuring that critical information is easily accessible remains vital.

2. Impact on Core Web Vitals

Below-the-fold content can affect performance metrics like Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS). Optimizing below-the-fold elements (e.g., images, videos) for faster loading is crucial for maintaining a high-quality user experience.

3. User Behavior Metrics

If below-the-fold content is poorly designed or irrelevant, users might leave your site prematurely, increasing your bounce rate and potentially harming your SEO performance.

Best Practices for Optimizing Below-the-Fold Content

To ensure that below-the-fold content adds value to your webpage, consider these best practices:

1. Encourage Scrolling

Use visual cues like arrows, partial content cut-offs, or animations to indicate that more content is available below the fold.

2. Design for Responsiveness

Since the fold differs across devices, ensure that your website is responsive and provides a seamless experience across all screen sizes.

3. Prioritize Load Speed

Optimize images, use lazy loading for below-the-fold elements, and minimize unnecessary scripts to ensure that the content loads quickly, even as users scroll.

4. Make It Visually Engaging

Incorporate compelling visuals, infographics, or interactive elements below the fold to keep users engaged.

5. Include Relevant CTAs

Use below-the-fold space for supporting calls-to-action, such as “Read More,” “Explore Features,” or “Subscribe Now,” without overwhelming the user.

6. Balance Content Placement

Place essential information above the fold but use below-the-fold sections to provide in-depth details, creating a natural flow for users as they scroll.

Examples of Effective Below-the-Fold Usage

1. E-Commerce Websites

E-commerce platforms like Amazon use below-the-fold content for customer reviews, product specifications, and related product suggestions. This encourages users to explore and make informed purchasing decisions.

2. Blogs and Articles

Long-form content often places summaries or key points above the fold while leaving detailed sections, images, and references below the fold for interested readers.

3. Service-Based Websites

For service providers, below-the-fold content is commonly used to showcase case studies, client testimonials, and additional service details that support the primary message.

Common Misconceptions About Below-the-Fold Content

1. Users Don’t Scroll

Contrary to this belief, modern users are comfortable scrolling, especially on mobile devices. Engaging and relevant content encourages them to continue exploring.

2. It’s Not Important

While above-the-fold content captures initial attention, below-the-fold content provides depth and supports conversions.

3. It Hurts SEO

When designed and optimized properly, below-the-fold content can positively impact user engagement and SEO metrics.

Conclusion

Below-the-fold content is an essential part of any well-designed webpage. While it may not grab immediate attention like above-the-fold content, its importance in providing additional value, enhancing user experience, and supporting SEO cannot be overlooked. By balancing content placement and optimizing for user engagement, businesses can leverage below-the-fold sections to inform, engage, and convert visitors effectively.