What is Below the Fold?
The portion of a web page that requires scrolling to view, typically used for supporting content, details, and secondary calls to action.
Below the Fold Explained
Below the fold refers to any content on a web page that is not immediately visible and requires the user to scroll down to see. While historically considered less valuable than above-the-fold content, modern web design and user behavior have significantly changed the role of below-the-fold content. With the rise of mobile browsing and social media feeds, users are now habituated to scrolling, making below-the-fold content more accessible than ever. Below-the-fold real estate is ideal for expanding on the promise made above the fold. This is where you place detailed explanations, supporting evidence (testimonials, case studies, statistics), feature breakdowns, comparison tables, FAQ sections, and secondary calls to action. The key principle is progressive disclosure — revealing information in a logical sequence that builds understanding and confidence as the user scrolls. Effective below-the-fold content design follows a narrative structure: the above-the-fold area hooks attention with a compelling headline and value proposition, then below-the-fold content builds the case through evidence, addresses objections, and ultimately drives the user toward conversion. Long-form landing pages that leverage below-the-fold content effectively often outperform short pages because they accommodate different decision-making styles — some users convert quickly, while others need more information before taking action.
Frequently Asked Questions
Should important content ever be placed below the fold?
Absolutely. Below-the-fold placement is appropriate for content that supports or expands upon the above-the-fold message: detailed feature descriptions, social proof, pricing details, FAQs, and secondary CTAs. The principle is not that below-the-fold content is unimportant, but that the above-the-fold content must be compelling enough to motivate scrolling to reach it.
How do you encourage users to scroll below the fold?
Create visual continuity that leads the eye downward: use directional cues (arrows, angled sections), cut content or images at the fold line to suggest more below, use compelling subheadlines visible just at the fold edge, and maintain a visual rhythm that rewards scrolling. Avoid creating a false bottom where the page appears complete at the fold line.
How does below-the-fold content affect page load performance?
Below-the-fold content can be lazy-loaded to improve initial page speed. Images, videos, and heavy elements below the fold should use lazy loading so they only load as the user scrolls near them. This technique improves Core Web Vitals scores, particularly Largest Contentful Paint (LCP), without sacrificing content depth.
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