Below the fold

What is Below the Fold?

"Below the fold" refers to all the content on a webpage that is not immediately visible when the page loads — the content that requires the user to scroll down to see.

While above-the-fold content gets the most initial attention, below the fold content is far from unimportant. Users who are genuinely interested in a product or service will scroll extensively — and the content below the fold often carries the detail, evidence, and context needed to convert that interest into action.

What Goes Below the Fold?

The relationship: above the fold captures attention, communicates the core value proposition, and motivates the user to scroll. Below the fold delivers the supporting evidence, detail, social proof, and calls-to-action that convert interested visitors.

Well-designed below-the-fold content typically includes: features, benefits, and how-it-works sections, testimonials, case studies, and social proof, pricing tables and comparison information, FAQ sections that address common objections, secondary calls-to-action, and team information and trust signals. These elements are essential to any high-performing landing page.

At Appsrow, we use scroll heatmap data to optimize below-the-fold content placement and improve conversion rates.