The Fold

What is this fold I speak of? When you visit a website the content you see first, the first 600 pixels, is “above the fold”. Once you scroll down you’re “below the fold”. Any news website is a perfect example of this; above the fold is the online version of a newspaper front page.

Above the Fold

Placing your call to action above the fold is common practice as it's what people see first. Take a look around at some good websites of the top brands in your industry and you'll start to notice this more and more.

Websites are becoming more and more visual with a minimalistic responsive design layout. Have a look at our homepage and you’ll notice the big image with a call to action in the centre. 

Below the Fold

Once you begin to scroll the rest of the page is “below the fold”. It still has call-to-actions but they’re more subtle as we’re focusing your attention on the main call to action.

Below the fold gets a bad rep because of a website user’s lack of patience and, dare we say it, refusal to scroll. Conversion Optimisation Expert Peep Laja spoke at the Search London event and reported that only 20% of our attention is below the fold so it’s a less valuable area on your website. 

Pay Attention! 

Attention span is a big issue with websites and content. As the internet grows our attention span seems to do the opposite. We want information but we want it immediately and if it’s too hard to find we give up. Infographics, videos, gifs and visual content are becoming more popular and this is exactly why. As they say an image says a thousand words so it suits our busy lifestyles.

As noted above Peep Laja said that 80% of our attention stays above the fold. While we don’t need to have our CTAs slap bang above the fold, we do need to create the beginnings of a good and easy-to-follow user journey. 

Is there a problem below the fold?

Kissmetrics wrote an interesting article on why the fold is a myth and pointed out that:

“The issue isn’t whether the call to action is visible when your prospect first arrives. The issue is whether your call to action is visible at the point where your prospect has become convinced to take action.”

Grab your visitor's attention within their first few seconds on your site and point them to relevant content. Once they're engaged, you can then introduce your call to action, when they're more likely to carry out your desired action. 

User Experience is what wins over your customers

One of the most important things when getting your website visitor to complete a call-to-action is creating an experience where they'll become invested in your brand. The above or below the fold debate is becoming less and less relevant; people want to find out information whether they have to scroll or not. If your website is user friendly, clear and conversion focused then your customers and prospective customers will keep coming back to it (and you!).


We don’t just rely on best practice when deciding on where a CTA will convert most for you, we A/B test the pages and let the data decide. If you’re interested in finding out where a call to action would get the most conversions for you, contact us and we can find the best solution for you.