Above the Fold: What Belongs on Your Homepage

"Above the fold" is a phrase borrowed from newspapers, but it's still useful shorthand for what a visitor sees before scrolling. On a homepage, that first view carries more weight than any other section — it's often the only part some visitors ever see.

What "Above the Fold" Means Today

Unlike print, there's no single fold on the web — screen sizes vary enormously between a small phone and a wide monitor. In practice, "above the fold" means the content visible without scrolling on the most common devices your visitors use, which for most businesses today is a mid-size phone screen.

It's Not Just About Pixel Height Anymore

Rather than obsessing over exact pixel measurements, it's more useful to think about intent: what does a visitor need to see immediately to understand what the business does and decide whether to keep reading or take action?

What Should Actually Be Visible First

A strong first view usually includes a clear statement of what the business does or offers, a way to identify who it's for, and a visible next step — a button, a phone number, or a short form. Supporting proof, like a client logo or a one-line trust statement, can help but shouldn't crowd out clarity.

What to Leave Out of the First View

• Auto-playing video or animation that delays the page feeling ready

• Multiple competing calls-to-action fighting for attention

• Long paragraphs of company history before the visitor understands the offer

• Pop-ups or cookie banners that cover the main message on load

These choices also affect load speed and perceived performance — see our guide to Core Web Vitals: INP, LCP and CLS for what search engines actually measure.

FAQ

Does everything important need to fit above the fold?

No — visitors do scroll, especially if the first view earns their interest. The goal is giving them enough clarity and confidence to keep scrolling, not cramming every detail into the first screen.

Should the homepage headline be clever or clear?

Clear, in almost every case. A visitor deciding in seconds whether to stay needs to understand what you do; a clever line that requires interpretation usually costs more than it gains.

Is a hero image necessary above the fold?

Not always. A hero image can support the message, but a message-first approach with a smaller or no image often performs just as well, especially if imagery slows the page down.

How do I know what my visitors actually see first?

Test the homepage on the actual devices your visitors use — particularly common phone screen sizes — rather than only checking on a desktop monitor during design.