The term “above the fold” refers to content that is visible within a browser window without scrolling down. This concept comes from newspaper publishing, where the catchiest headlines and images are placed above the newspaper fold so they’re immediately visible to buyers walking by a newsstand display.

Is “Above the Fold” Still Relevant in Web Design?

While defining the fold is trickier for online publishing than it was for print (600 pixels tall is the standard rule of thumb), it’s still beneficial to think about that imaginary fold line. To encourage users to scroll, stick around, and convert, it’s always a good idea to have the most useful information and most compelling images up top.