Below the fold (and above the fold)

Understanding Above the Fold and Below the Fold: An Important Web Design Principle

Modern day websites have revolutionized the way we communicate and access information. Just like newspapers, web pages too have their own “fold” – above the fold (ATF) and below the fold (BTF). The term may have originated in print, but it still holds a lot of relevance in the digital world. Understanding and implementing the ATF/BTF principle is crucial in web design, as this ensures that your website’s content and message are delivered effectively. In this blog post, we will dive deeper into how Below the fold (and above the fold) work, and why they are important in creating a great user experience.

What is Above the Fold?

As mentioned in the introduction, ATF refers to the content that is visible without having to scroll down. Typically, these elements include the website header, navigation menu, and the main message of the page. Essentially, ATF content is the most important information that your website visitors need to see first. It’s like the cover of a book – it needs to immediately catch the reader’s eye and draw them into the story.

What is Below the Fold?

BTF, on the other hand, refers to the content that is located underneath the fold and only becomes visible when you start scrolling. This part of the web page is less accessible compared to the ATF, but it is still very important. BTF content is where you can provide more detailed information on the topic, include additional images or videos, or even testimonials from satisfied customers.

Why is ATF/BTF important in web design?

The main goal of a website is to provide information in the most effective way possible. ATF and BTF play an important role in achieving this. When visitors land on your website, the first thing they see is the ATF. If this content does not spark their interest, they are less likely to keep scrolling and may leave the site. BTF provides additional information that visitors may want to see, but it’s important to keep in mind that ATF should be the priority. Skilled web designers know how to balance the two sections by placing the most important content above the fold and keeping BTF content relevant.

Current Trends in ATF/BTF

As web design evolves, so do best practices. The ATF section has become even more important as the number of mobile users has skyrocketed. A website’s ATF needs to be engaging and informative, but also needs to be concise and easy to read on a smaller screen. Graphics, large text, and a clear message that can be quickly digested are all keys to an effective ATF. There is a growing trend towards keeping ATF minimalistic and using a single CTA (Call-to action) to drive the visitor into action.


Above the fold and below the fold may be terms that originated in print, but they hold a lot of relevance in modern day web design. Their importance lies in how they can help deliver your content and message to visitors effectively. By prioritizing ATF content, you can capture the visitor’s attention right away and encourage them to continue navigating your website. BTF, on the other hand, is where you can provide additional information that visitors may want to see. Whether you are designing a new website or revamping an existing one, ATF/BTF is a crucial principle to understand and implement.

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