What is above-the-fold content and why does it matter?

Above-the-fold refers to content visible without scrolling - what visitors see immediately when your page loads. It's your first impression and most valuable website real estate. Above-the-fold should communicate who you are, what you offer, and include a clear call-to-action. Most visitors decide within 3 seconds whether to stay or leave based on above-the-fold content. We design this area strategically with compelling headlines, benefit statements, and engaging visuals. Common mistakes include cluttered layouts, generic stock photos, or burying key information. We A/B test different above-the-fold approaches to maximise engagement. While users scroll more than they used to, making a strong immediate impact remains crucial for conversion.