What belongs above the fold on a business website

Key takeaways

Above the fold is the part of a page visible before scrolling. It still matters because visitors spend most of their viewing time there and decide whether to scroll based on it. For a business website, it should hold four things: the offer, who and where it is for, one piece of proof and the main call to action.

• 57% of page-viewing time is spent above the fold, according to Nielsen Norman Group.
• 74% of viewing time falls within the first two screens.
• Four things belong there: offer, audience and area, proof, call to action.
• On mobile the fold is tiny; design for the phone first.

Does above the fold still matter?

Yes. People scroll more than they used to, but they decide whether scrolling is worthwhile based on the first screen. Nielsen Norman Group's eye-tracking found about 57% of page-viewing time was spent above the fold and 74% within the first two screens. The first screen sets the visitor's decision to stay.

• The difference between a good website and a high-converting website

What should go above the fold?

Four elements belong above the fold on almost every business landing page. Anything else competes with them.

• The offer: what you do, in plain words.
• Audience and area: who it is for and where you work.
• One piece of proof: a rating, a result or an accreditation.
• One primary call to action, with a line on what happens next.

• Write a website value proposition visitors understand in five seconds
• Homepage structure for a small business website

How is the fold different on mobile?

On a phone the first screen might show only 60 to 80 words and a button. That rules out large images with text beneath them and headers that take half the screen. Design the mobile first screen deliberately: short headline, one proof line and a thumb-reachable button, with the image smaller or lower.

• Make your website work properly on mobile
• Mobile visitors not converting? What it tells you

What should move below the fold?

Move anything that does not help a first-time visitor decide to stay. That usually includes company history, mission statements, long lists of services, sliders, newsletter sign-ups, social media feeds and cookie-cutter 'welcome to our website' text.

• Cluttered website design: what to remove first

When is cramming the fold a mistake?

Trying to fit everything above the fold backfires. A first screen packed with text, three buttons and badges becomes unreadable. The goal is not to answer every question on the first screen but to answer the first question and give a reason to scroll. Clear, well-spaced content below the fold still gets read by interested visitors.

• Visual hierarchy: guide the eye to the next step

What does this look like in practice?

A UK wedding photographer's homepage opened with a full-screen photo and the word 'Moments'. On mobile, nothing else showed. We added a line over the photo: 'Relaxed wedding photography across Yorkshire, from £1,400', a rating line and a 'Check my date' button. Date enquiries from mobile increased over the next season.

• See client work
• Website Design & Development for UK businesses

Above the fold checklist

• Check the first screen on a phone and a laptop.
• State the offer in plain words.
• Name the audience and area.
• Show one piece of proof.
• Include one primary call to action.
• Move history, feeds and sliders lower.

Next step

Your first screen decides whether visitors give the rest of your site a chance. We can help you get it right on the devices your buyers use.