Jargon Buster – Above the Fold/Below the Fold.

Folded Newspaper

Jargon Buster – Above the Fold/Below the Fold.

Jargon Buster – Above the Fold/Below the Fold.


From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.


Wouldn’t it be great if you could catch the eye of your audience with a single line?


When dealing with a digital marketing agency, they may throw around some words and phrases that you’ve not heard before. Or maybe you have, but you’re not certain what they mean.

Lucky for you, here at YMG we have our dedicated Jargon Buster series. Giving you all the info you need on digital marketing terms and phrases. We’ve already discussed the likes of agile marketing and evergreen content, but what will we be focusing on in this issue? Well, it’s in the title, so…

That’s right, today we’ve got a double bill for you – above the fold, and below the fold. We’ll tell you what they mean, where they apply, and more.


What Does Above the Fold Mean?

Originally, the term ‘above the fold’ referred to content in the top half of a newspaper. As these papers would be folded, only half of the front page would be displayed. Generally, this meant a headline, picture, and a short amount of text. Because of this, the content that was above the fold had to be enough to entice a reader.

The content of most websites will not fit into one frame. For almost any website you’ll have to scroll down to see every piece of content a page has to offer. The initial information, graphics, copy and more that you can see without scrolling is considered the content that is above the fold. Much like a newspaper, this content must be well crafted and entice your audience. If it doesn’t, your website will lack any authority by gaining a high bounce rate.


What Does Below the Fold Mean?

Naturally, anything that isn’t above the fold must, therefore, be below the fold. Some places claim this part is less important than content above the fold. We at YMG, however, say this is only true in certain contexts.

For example, if you’re looking at where to place a call to action (CTA) then, yes, it is less important than content above the fold. However, if you’re focusing on hitting keywords and improving your SEO, then no. It is not less important.

It is only less important when considering lead generation campaigns and link building. For the most part, if you’re creating content for the purpose of SEO, content below the fold is not seen as less important.


Where Does Above the Fold/Below the Fold Take Place?

The idea of above or below the fold comes into play in two key areas – webpages and emails.

As previously mentioned, you must consider the purpose of a webpage when creating one for your business. Is it meant to direct your audience to a certain page or window? Is it do boost your SEO? If the reason is to inform or to redirect your audience, you’ll want to pay attention to what is above or below the fold.

The same applies to emails. Of course, the primary use of a business mailing list is to promote either your business or a product. Meaning that, in your emails, you’re attempting to attract your audience to your website or a certain page. Because of this, you’ll want a CTA in the email. Placing this below the fold would be a bad idea, as some of your audience that opens the email will not scroll through. However, all of them that open the email will see the CTA immediately, improving your chances of a better click-through-rate.

According to a study by NN Group, a scroll down to see the general feel of the page or email is uncommon behaviour. And that users scroll only when they feel there is a need to. Because of this, it’s important to focus the content above the fold when constructing an appropriate page or email.


Who Does it Effect?

Above the fold and below the fold content affects any business that uses online content to any extent. As previously stated, above or below the fold content affects content such as emails and webpages. So, if your business uses mailing lists, lead generation campaigns, or anything similar, content above or below the fold affects you. Because of this, it’s something you should address when creating your own content.


How Does it Help?

Having effective content above the fold will result in a higher click-through-rate (assuming you have a well-placed CTA). This leads to having your audience where you want them, be it on a certain page of an e-commerce site, a services page, or anything else. Having your audience where you want them to be will increase the likelihood of enquiries, conversions, and sales. And all of this comes from having engaging content above the fold as well as a well-placed CTA.

If you’re writing something such as a blog post, in which you’re not including a CTA, effective above the fold content can help engage your audience. Convincing them to stick around and read the rest of your blog. Ultimately, your content above the fold will help prevent a high bounce rate – which will help improve your business’s SEO. Make it effective and engaging, and your audience will continue to scroll, read, and click the links on the page.

If the top portion of your website or email is boring, lacklustre, and uninspiring, why would anyone stick around? Your audience wants to be interested, engaged, and catered for. If your audience’s needs and interests aren’t considered, their attention, interest, and money will go elsewhere. Ultimately, hurting your business.

If you need help with effective content creation (including the content above and below the fold), get in contact with the experts.

Thank you for reading and keep an eye out for more Jargon Buster content coming soon!


YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.

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