As a web designer, you know that creating an engaging and visually appealing website is crucial for attracting and retaining visitors. But have you ever considered what happens when your audience scrolls past the initial fold of your website? This is where the concept of “below the fold” comes in. In this article, we’ll explore what below the fold means in web design and how it can impact your website’s performance.
What is Below the Fold?
Below the fold refers to the content on a website that appears after a user scrolls past the initial fold, or the top section of the page. This typically includes the main body of the content, as well as any secondary navigation menus and calls-to-action (CTAs).
The Importance of Below the Fold Content
While above the fold content is crucial for capturing a user’s attention and encouraging them to explore your website further, below the fold content plays an equally important role in keeping visitors engaged and motivated to take action. In fact, studies have shown that users spend more time on a website below the fold than above it, indicating that this section of the page is just as critical for achieving your design goals.
Here are a few reasons why below the fold content is so important:
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Encourages User Engagement: Below the fold content provides an opportunity for visitors to learn more about your brand, products or services, and engage with your website in a more meaningful way. This could be through reading blog posts, watching videos, or exploring other pages on your site.
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Boosts Conversion Rates: Below the fold content is also an excellent opportunity to include calls-to-action (CTAs) that encourage users to take action. Whether it’s filling out a form, making a purchase, or signing up for a newsletter, including CTAs below the fold can help increase your conversion rates and drive more revenue for your business.
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Improves SEO: By including relevant keywords and phrases in your below the fold content, you can improve your website’s search engine rankings (SERPs) and attract more organic traffic to your site. This is especially important if your target audience is actively searching for information related to your brand or industry.
Case Studies and Real-Life Examples
Now that we understand the importance of below the fold content let’s look at some real-life examples of how it can be used effectively in web design:
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Dropbox: Dropbox is a great example of a website that uses below the fold content to great effect. On their homepage, they include a large section for their main product (storage) as well as sections for other products and services. This helps keep visitors engaged and encourages them to explore the rest of the site.
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The New York Times: The New York Times is another excellent example of a website that uses below the fold content effectively. On their homepage, they include several sections for their main topics (e.g., politics, business, sports) as well as a “Today’s Paper” section that highlights top stories from around the world. This helps keep visitors informed and encourages them to explore the rest of the site.
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Airbnb: Airbnb is known for its stunning visuals and immersive user experience. On their homepage, they include several sections for different types of accommodations (e.g., apartments, cabins, castles) as well as a “Travel Tips” section that offers advice on destinations, activities, and more. This helps keep visitors engaged and encourages them to explore the rest of the site.