Keeping Focus Above The Fold
You may have heard a digital designer or marketing consultant refer to “above the fold” when discussing websites. Here we discuss why you need to be paying attention to this key piece of online real estate in your digital marketing strategy.
What does it mean?
In the world of digital marketing, the term “above the fold” refers to the part of a web page that is visible in a browser window when a page first loads. Any portion of the page that a user must scroll down to see is therefore considered “below the fold.”
The term dates back to the birth of the printing press when newspapers had to be folded in half when placed on newsstands. The most important headlines and stories were always placed on the first page, “above the fold,” so even a passer-by would get the essential information without having to unfold the paper.
This placement strategy has been translated into the digital world, where just like newspaper publishers, we place the most important information in the most prime real estate to hook a reader’s attention.
Why does it matter?
Website users spend 80 per cent of their visit to your site viewing the above the fold content, making it the most critical real estate on your website and the area of the page you should consider most in your design and content creation process.
Mobile is the most critical display to account for in the design. In 2018, 63% of all website visits from Google came from a mobile device. You can’t afford to ignore mobile, as your search engine rankings and user experience depend on it. For mobile browsing, “above the fold” refers to anything that loads on the first screen page without scrolling down.
One big problem with this is window sizes, device displays, and browser settings differ widely among users, meaning the point at which scrolling is necessary isn’t standard. You can’t know exactly how big your users’ displays are going to be, so it’s important to design the mobile version of your website to be responsive to the user’s browser window to ensure that images and text are resized correctly for the user to view.
To maintain low bounce rates, placing the most striking headlines, images, and information “above the fold,” without making visitors scroll down, is critical.
How to maximise above the fold content
Always assume that your website visitors won’t scroll down, and then structure your content accordingly. Take into consideration what navigational elements and specific business information your users need to see immediately upon landing on your page. As you create the website content, write clear, concise headlines.
Place your navigation bars, key site functions, and any content directly tied to your business goals at the top of the page. You can ensure these items remain above the fold regardless of a user’s screen size by employing responsive design strategies. These strategies will allow your site’s layout, images, content, and CSS elements to automatically resize depending on the size of the user’s display window. Google highly favours this design method for mobile search over all other design methods and will reward your site’s rankings accordingly.
Using the space you have above the fold space strategically in your website design and content marketing is critical to the success of your overall digital marketing strategy. Are you interested in learning how Zib Digital could help you improve your strategy? Schedule your free consultation today.