What is Below the Fold?
Below the fold is the part of a page that appears after the user scrolls. It carries detail, proof, and depth once attention is earned.
Understanding Below the Fold
Use the first screen to earn attention; use below-the-fold content to confirm value—proof, details, FAQs, and comparisons.
Why Below the Fold matters
Below the fold matters because it provides space to educate, prove value, and address objections without overwhelming the first screen. Complex products need room to explain features, show social proof, and answer common questions that arise after initial interest. Strategic below-the-fold content improves conversion by meeting users where they are in the decision process while keeping the hero section focused on the core value proposition.
- Education: Complex products need room to explain
- Proof: Reviews, specs, and comparisons reduce friction
- SEO/UX: Depth supports helpful content and decision-making
How Below the Fold works
Measure scroll depth and time on page to see how far users engage. Align content blocks with questions people have after the first screen.
Key Takeaways
- Below the fold is the area visible only after scrolling; it's secondary real estate for supporting content.
- Front-load critical value propositions and CTAs above the fold; use below for details and proof.
- Mobile users scroll more readily, but first-screen clarity still drives engagement.
- Test fold placement on-device to ensure key messaging appears before the first scroll.
