Let’s go back a few years, before smart devices and you had you used mass transit to commute to work. There was a newspaper box or stand that had the daily paper. That paper had the most eye-catching, thought provoking headline and photo nicely organized in that pixel-perfect fixed media size. Usually, the top of the first page, right above the half page fold line. And there it is – the legacy term that has jumped from one somewhat related media to the next. The FOLD!
“The fold” is a term borrowed from print journalism that has been adapted for web design. In web design, it refers to the portion of a webpage that is visible to users without scrolling when they first land on a page. Specifically, it’s the area you can see on your screen before you need to scroll down.
Those that worked with me know how this term gives me the ick! Let me grab my soap box. I am 5’7” I need all the help I can get.
Let’s dive into why this outdated concept deserves to be tossed into the digital dumpster.
People Scroll. A Lot. Like, Really A Lot.
Remember when we worried users wouldn’t scroll down? Those days are long gone. According to The Week the average person scrolls through 3 miles of content every year.
Another eye-opening statistic: mobile users scroll through about 27.21 feet of content per day, with many experiencing what researchers call “infinite scroll syndrome” – the mindless flicking through endless feeds on social media.
We’re a society of scrollers now. We do it instinctively. That thumb motion has become as natural as breathing. Your visitors aren’t afraid of scrolling – they expect to do it.
Content Connection Matters More Than Fold Position
The real challenge isn’t getting all your important stuff “above the fold” – it’s ensuring that what’s at the top of your page creates a meaningful connection with your visitors.
Your page should immediately answer:
- Why am I here?
- Is this what I was looking for?
- What’s in it for me?
- Where do I go next?
If a visitor has clicked through from search or an ad, they need immediate confirmation they’ve landed in the right place. That doesn’t require cramming every important element above an arbitrary line – it requires thoughtful content prioritization.
The UI Elephant in the Room
Let’s talk about those massive hero images that eat up 500+ pixels of prime screen real estate. Do they actually enhance the user experience, or are they just digital fluff?
Too often, these visual space-hoggers push actual content down without adding real value. Every pixel should earn its keep. If that gorgeous header image isn’t directly contributing to your conversion goals or user understanding, it’s just a pretty obstacle.
Consider this: reducing a decorative header image from 500px to 200px could bring key content elements further up the page on most devices without sacrificing visual appeal. It’s about finding that balance between visual impact and content accessibility.
The Fold Is Different for Everyone
Here’s where things get really complicated: there is no single fold.
With the dizzying array of devices, screen sizes, and browser settings, “the fold” is more of a moving target than a fixed position. What’s neatly above the fold on your 27-inch monitor might require scrolling on someone else’s laptop.
And we haven’t even addressed accessibility considerations yet. Users with visual impairments often use screen magnification or larger text settings, dramatically changing where “the fold” falls on their screens. According to WebAIM, about 2.2% of web users employ some form of screen magnification.
From Fold Fixation to Purposeful Flow
Instead of obsessing over the fold, as marketers we should focus on creating a natural content flow that pulls users down the page. Visual cues, strategic whitespace, and compelling content structures create a narrative path that makes scrolling feel natural and rewarding.
The New Best Practices
Let’s evolve and change what we focus on instead?
- Prioritize content connection over fold position – Make sure the top of your page confirms users are in the right place and hints at the value below.
- Design with scroll encouragement – Use visual cues and “scroll anchors” that hint at additional content below.
- Embrace accessibility-first design – Remember that the fold varies widely based on user settings and needs.
- Test ruthlessly – Use heat mapping and scroll depth analytics to understand how users interact with your specific content.
- Be judicious with space – Every element should justify its presence and position, especially those massive hero images.
Conclusion
Let’s stop contorting our designs to push everything important above an imaginary line and instead focus on creating content flows that respect our users’ intelligence, habits, and diversity of experiences.
The fold is dead. Long live purposeful content flow. The next topic to throw in the digital dumpster – “Click here…” when creating links.
