Above the Fold in 2025: What Matters Most (and What Doesn’t)

There’s been a lot of talk over the years about whether “above the fold” still matters. Some say users scroll instinctively now. Others cram everything into the top 600 pixels like it’s 2010. The truth? Both sides are missing the point.

Above the fold in 2025 isn’t about cramming. It’s about clarity.

It’s the space where first impressions are made. Where visitors decide if they’re in the right place. Whether they’ll give you another three seconds—or bounce. That moment still matters. A lot.

But how we use that space has changed. This isn’t about stuffing in every CTA, testimonial, or nav link. It’s about intent. It’s about hierarchy. It’s about giving people what they actually need to move forward—not what you’re afraid they might miss

What ‘Above the Fold’ Actually Means in 2025

Let’s clear something up: there is no single “fold.”

Screen sizes are everywhere—from ultra-wide monitors to smartphones with split-screen modes. The fold isn’t a fixed line anymore; it shifts depending on the device, browser, and even zoom level.

But that doesn’t mean the concept is dead. It just means we need to stop thinking in pixels and start thinking in priorities.

Above the fold is simply what people see before they do anything—before they scroll, click, or engage. It’s your first impression. And like any first impression, it’s less about saying everything and more about saying the right thing.

This space should answer one core question:
“Am I in the right place?”

That might mean a headline. It might mean a clear product shot. It might mean a short line of copy that speaks to their intent. Whatever it is, it needs to be fast, clear, and friction-free.

Common Mistakes Brands Still Make

Despite all the UX research and design trends over the past decade, you’d be surprised how often we still see the same issues above the fold. Here are some of the usual suspects:

• Cluttered hero sections. Too many headlines, competing visuals, carousels that no one interacts with. Instead of guiding attention, they overwhelm it.
• Overloaded navbars. Every link, dropdown, and promo jammed into the top nav—just in case someone might need it. It doesn’t help. It creates friction.
• Multiple calls to action. “Sign up,” “Learn more,” “Book a demo,” “See pricing”—all at once. You end up with no clear path forward.
• Banner blindness triggers. Generic stock photos, dark overlays with light text, or buzzword-heavy headlines like “Innovate the future of tomorrow.” Visitors tune out instantly.

Most of this comes from fear. Fear that if something isn’t visible right now, it won’t be seen at all. But here’s the thing: users scroll—if they trust you enough to keep going. And that trust is earned with clarity, not noise.

Pro Tip: Clarity is more powerful than creativity above the fold—save clever for below the scroll.”

What Users Actually Look for Above the Fold

Forget what you think needs to be above the fold. Let’s talk about what users are actually looking for when they land on a page:

• Clarity. They want to know where they are, what you do, and whether it’s relevant to them—all in seconds.
• Speed. If your page takes too long to load, they’re gone before the first pixel renders. Performance is part of first impressions.
• A clear value prop. Not a mission statement. Not fluff. Just one focused message that tells them, “This is for you.”
• Visual direction. Not flashy, but intentional. Design that guides the eye, not distracts it. Headline → sub → CTA (if needed)—not a visual obstacle course.
• Emotional reassurance. Even subtle cues matter—logos, social proof, familiar layouts. People want to feel like they’re in safe territory.

You don’t need to do all of this at once. But if your fold delivers none of it, don’t expect users to stick around and explore the rest.

Designing for Different Buyer Stages

One of the biggest traps in fold design is assuming everyone’s ready to convert. But not every visitor shows up ready to buy, book, or subscribe. Some are just browsing. Some are comparing. Some are hearing about you for the first time.

That’s why “above the fold” can’t be one-size-fits-all. It has to flex based on where your user is in the journey:

Top of Funnel (TOFU):

These visitors need orientation and intrigue. They’re not looking for a hard sell—they’re looking for signs they’re in the right place.
Best play: A strong headline, a visual cue (image or video), and a hint of what’s deeper on the page.

Middle of Funnel (MOFU):

They’ve seen you before or are doing research. This is your moment to build trust.
Best play: Add social proof, trust markers, or a short testimonial—just enough to reassure, not distract.

Bottom of Funnel (BOFU):

Now they’re ready. They just need a clear next step.
Best play: A focused CTA with clear benefits, tied directly to their intent (e.g. “Book a Demo,” “Get a Quote”).

If you’re running targeted campaigns, consider creating tailored landing pages where the fold matches where the user is. Same content, different entry points. Same funnel, smarter layout.

Mobile-First Fold Thinking

If you’re not designing the fold with mobile in mind first, you’re already behind.

In 2025, mobile users often make up 60–80% of site traffic. And they’re not forgiving. They scroll fast, skim even faster, and make snap judgments based on what they see—often within a single swipe.

Here’s what matters most above the fold on mobile:

• Tight hierarchy. You’ve got less vertical space. Lead with what matters. One headline. One core visual. One clear path forward.
• Chunked content. Break things up. Use spacing and contrast to make scanning easier. Forget dense blocks of text or crammed navs.
• Progressive disclosure. Don’t try to show everything at once. Use collapsible menus, “peek” content, or visual hints that there’s more below.
• Sticky elements done right. A fixed nav or CTA can help—but only if it’s not blocking content or triggering accidental taps. Prioritise usability over “being visible.”
• Touch-first design. Buttons need to be tappable. Animations need to load fast. Interactions should feel intentional, not accidental.

Mobile design isn’t just about making things smaller—it’s about making decisions clearer, faster. If you can win the mobile fold, the rest of the experience gets a whole lot easier.

Pro Tip: Design for the decision, not the device. Fold strategy should follow user intent, not screen size.”

Real Examples of ‘Above the Fold’ That Work

Let’s look at a few fold designs that actually get it right. Different industries, different audiences—but all nailing the basics: clarity, intent, and flow.

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SaaS Example: Notion

What they do well:

• Clean, spacious layout with a single powerful headline.
• Subheadline explains value in plain English.
• Clear CTA: “Get Notion Free.”
• Minimal nav with only essential links.

Why it works: You instantly know what Notion is, what it does, and what your next step is. No fluff, no confusion.

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eCommerce Example: Allbirds

What they do well:

• Large, product-focused hero with seasonal context.
• Soft, readable headline—nothing salesy.
• “Shop Men” & “Shop Women” CTA’s sits discreetly above the fold.
• Navigation is clean, product-first.

Why it works: It leads with lifestyle, not hard-selling. Trust is built through design language and restraint.

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Service Site Example: Webflow

What they do well:

• Headline that immediately explains what the platform does.
• CTA backed by trust indicators (Google reviews, testimonials).
• Fold adapts perfectly between desktop and mobile.

Why it works: It’s product-forward but still emotional. They show and tell, and everything above the fold feels intentional.

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You don’t need to copy these layouts—but you can learn from the choices they make: fewer elements, more purpose. Each fold feels like it’s been edited, not just designed.

Less Noise, More Signal

Above the fold in 2025 isn’t about jamming in everything you’re scared users might miss. It’s about making them feel like they’re in the right place—and doing it fast.

This space still matters, but not because of some mythical scroll threshold. It matters because attention is earned. And the best way to earn it is with signal, not noise.

Clarity over clutter. Intent over impulse. Confidence over chaos.

If your fold feels overloaded, anxious, or confusing—step back and ask:
“What’s the one thing a visitor needs to see or understand here?”

Design from that.

And if you’re unsure, test it. Use heatmaps, scroll maps, or even just real feedback from real people. The data will tell you what’s working. Your job is to listen—and refine.

Yes, I Broke the Fold Rule — On Purpose

If you’re reading this and thinking, “Isn’t this layout breaking its own advice?” — fair point.

I’ve intentionally gone with a 50/50 split layout on this site. It doesn’t follow the usual fold conventions, and that’s exactly the point.

This site isn’t a sales funnel or a business homepage. It’s a personal archive. A timeline of ideas, projects, and experiments. That structure is deliberate.

The split view supports that. It gives space for two things at once:

• On the left, me — the constant in the timeline.
• On the right, the content — ever-changing, moving forward post by post.

Yes, it slows things down a little. Yes, it breaks a few “rules.” But not every rule applies in every context. This layout supports what this site is, not what it should be based on generic UX checklists.

Because sometimes, design isn’t just about guiding users. It’s about making a space that feels right for the kind of work you want to share.

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