Above the Fold (First-Screen Content)
Whatever a visitor sees the instant your page loads — before they lift a finger to scroll.
…The headline, hero image, and primary CTA will all live above the fold so the value proposition lands immediately.…
What it means
Above the fold refers to the content visible on a screen without requiring the user to scroll down, a term borrowed from newspaper layout where the top half of a folded paper had to grab attention.
Because it varies by device and screen size, there is no single fixed pixel line anymore — but the principle holds: the first thing a visitor sees has to communicate what the site offers and why they should stay.
You have seconds, not minutes
Visitors decide whether to stay or leave almost instantly, so the first screen carries outsized weight.
Sets the value proposition
A clear headline and CTA above the fold tells visitors immediately what you do and what to do next.
Varies by device
What counts as “above the fold” on a phone is very different from a widescreen monitor, so design has to account for both.
DNA's Take: We design the first screen like a 5-second pitch — headline, proof, and a clear next step — because most visitors decide whether to keep scrolling before they ever see the rest of the page.
Talk to our team