Below the Fold (BTF): The Definition and Importance of Design

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Below the fold is a term that refers to content that is placed below the fold on web pages, that is, content that is visible only after the page has been scrolled down . This phrase, which originated in the newspaper industry, has become a key concept in web design and online marketing. Why? Because the visibility of content placed in this part of the page plays a significant role in how users engage and interact with the site.

While the above the fold section traditionally focuses on the most important information, below the fold content has the potential to complement the message and encourage readers to explore the page further . Properly designing and optimizing this part of your site can improve your SEO results , increase conversions , and retain users longer.

What is the importance of below the fold in modern web design? How to avoid mistakes in this section and use it effectively? In this article, we will answer these questions and show you how to properly design content below the fold to encourage users to interact and stay on the page.

Below the Fold – What is it and why does it matter?
Below the fold explanation
Below the fold is a term that refers to content on a web page that is visible only after guatemala telemarketing data scrolling down the page . In practice, this means all elements placed below the fold line that divides the visible part of the page from the hidden part.

The term comes from the newspaper industry, where “the fold” meant the fold of the newspaper. Anything above that line was immediately visible and was meant to grab readers’ attention. Below the fold , on the other hand, referred to the lower part of the newspaper, less visible on newsstands but just as important in terms of content.

A Brief History – Where did the term “the fold” in English come from?
The term “the fold” dates back to the days when newspapers were the primary source of news. The top half of the front page was the place for the most important headlines and key news stories to grab the attention of passersby. The bottom half of the newspaper, or “below the fold,” contained secondary content that was only discovered when the newspaper was fully unfolded.

The concept of “the fold” has been adapted to define the boundary of content visibility on a computer, smartphone or tablet screen. Content visibility has become a key element in website design and UX and SEO optimization.

What is the importance of the below-the-line section in modern web design?
While “above the fold” traditionally focuses on key information and calls to action (CTAs) , the below the fold section is crucial to building user engagement. It’s a space where you can place supplementary content , such as detailed product information, customer reviews, or FAQ sections that address your audience’s concerns.

In modern web design, below the fold plays a role in:

Increasing user engagement – ​​encouraging users to scroll and interact with your site.
UX optimization – through hierarchical content arrangement.
Improving your SEO results – by placing valuable content in this section.
What content is best placed in the below the fold section?
Additional content and supporting the main message
Below the fold is the perfect place for supplementary content that enhances the main message and provides additional information to users. This section is a good place to include:

Detailed descriptions of products or services.
Longer form content, such as blog articles, that a user can discover as they navigate the page.
Sections that contain video or interactive elements that engage your audience.
Elements that encourage you to continue scrolling through the page
Designing the below the fold section should focus on elements that effectively grab the user’s attention and encourage them to explore. The most important ones include:

Customer Opinions, References
User opinions and reviews build trust and are an important element in the decision-making process of potential customers.
Extensive product or service descriptions
Detailed information about the offer, such as technical specifications, instructions for use or benefits of purchasing, help the user make an informed decision.
FAQs that address user concerns
Answers to frequently asked questions can be placed in this section to make it easier for users to access key information without having to leave the page.
How does below the fold affect user engagement and bounce rate?
Why can a well-designed below the fold section increase time on page?
A well-designed below the fold section engages the user and encourages them to continue scrolling , which directly increases the time spent on the site. Elements such as additional information , customer testimonials , or interactive content (e.g. videos, quizzes) arouse curiosity and help build engagement.

The impact of content layout on user decisions – how to encourage interaction?
The content layout in the below the fold section should be logical and easy to digest. Users are more likely to interact with content that is:

Divided into sections – headings and short paragraphs make navigation easier.
Visually attractive – carefully selected images, icons and graphics attract attention.
Dynamic – Interactive content, such as a call to action (CTA) button , prompts users to take action.
How does a poorly designed below the fold increase your bounce rate?
A poorly designed below the fold section can lead to user frustration, which results in a higher bounce rate . Here are the most common mistakes:

Too much content that makes the section overwhelming.
There is no consistency between above the fold and below the fold .
Poorly optimized images and elements that slow down page loading.
There are no clear calls to action, leaving the user unsure of what to do next.