Above The Fold Content Checklist & 51 examples

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    In this guide you’ll learn about the above the fold content checklist from 51 examples.

    What is above the fold ?

    The term “above the fold” derives from the top part of newspapers; when a newspaper was folded on a newspaper stand the most important stories and headlines appeared at the top of the paper.

    Elements of the web have evolved from newspaper publishing and today the fold is the bottom part of your web browser; the part of the web page you see before scrolling or moving down the page.

    Dimensions

    There are hundreds of different devices and screen dimensions; desktops, laptops, tablets and phones.

    The most common screen resolution is 1920 x 1080 pixels which is typically a laptop or desktop computer.

    However with over 63% of Google traffic coming from mobile phones, designers need to design responsively to accomodate all screen sizes.

    I’m currently using the iPhone 7 Plus with dimensions of 414 x 736 pixels but there 28 other iPhone models all with different dimensions.

    And there are another 50 plus mobile phone brands each with multiple models and different screen sizes.

    Above the fold checklist

    From July 2019, Google started using mobile first index ranking for websites.

    They use the mobile version of your page content for ranking.

    https://developers.google.com/search/mobile-sites/mobile-first-indexing

    Whilst this guide is technical in nature, you can do a simple above the fold check. 

    Enter the page URL into your mobile phone browser and DO NOT SCROLL.

    1. Can you read the page title or header of the page?
    2. Can you read the first sentence of your page ?
    3. Is there a clear benefit to scroll down the page ?

    If you answer NO to any of these questions, then you could have a problem with click through rates, your rankings and users hitting the back button.

    From a technical perspective these elements need to load first and fast.

    For further information about above the fold elements, please refer to Google’s UX Playbook guides.

    Online tools and prototyping

    You might get lucky choosing a theme or template for your website but in most cases you are going to have to customise your web page layouts to ensure important elements appear above the fold.

    Tools such as Figma, Draftium and Sketch have been embraced by UX designers and developers to mockup or wireframe prototypes of web pages before they move into production.

    Whilst this is an expensive process, consider the traffic value of ranking organically on page 1.

    User experience

    Most people are impatient and use the content above the fold as a quick check “I’m on the right page” or “this page may answer my question“.

    According to CrazyEgg, this is the 15 second rule; if you’ve not capture the user’s attention quickly they will leave the page and your bounce rate will soar.

    So the right content above the fold can encourage user to scroll and skim down the rest of the page where they can read, watch or take action.

    SEO and above the fold

    Going as far back as 2012, Google wrote “users want to see content right away” and “If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience. Such sites may not rank as highly going forward”.

    Above the fold examples

    I have randomly chosen websites to critique home pages, category, product, service and blog post pages to provide you with good and bad examples of above the fold content on a mobile device.

    I have used the checklist against each page for you to learn from these examples.

    Above the Fold Home Page Examples

    1st home page example

    Above the fold checklist

    This is the home page of CrazyEgg.com

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “30 day free trial”

    2nd home page example

    Above the fold checklist

    Allbirds is a fashion brand selling online

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    MAYBE – the shoe design could be a benefit

    3rd home page example

    Above the fold checklist

    Cazoo sell cars online and deliver to your door

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “love it or return it“.

    4th home page example

    Above the fold checklist

    Cinch also sell cars online and deliver to you.

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “love it or return it, “free delivery

    5th home page example

    Above the fold checklist

    Crunch do accounts for the self employed

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “free software“, “get Crunch free

    6th home page example

    Above the fold checklist

    Draftium helps you draft up a website before designing it

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “get start for free

    7th home page example

    Above the fold checklist

    Figma helps teams of people to create and test designs.

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “try Figma for free

    8th home page example

    Above the fold checklist

    Plum is a money saving and investing app.

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “get started for free in 2 minutes

    9th home page example

    Above the fold checklist

    Preview install doors, siding and windows in Texas.

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    MAYBE – “low maintenance exteriors

    10th home page example

    Above the fold checklist

    Tom is a web developer and coach

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    MAYBE – “10 years experience

    11th home page example

    Above the fold checklist

    Vizzlo create better looking charts than Excel.

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “create charts in seconds

    Above the Fold Ecommerce Category Page Examples

    1st ecommerce category example

    Above the fold checklist

    Allbirds product category page

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    2nd ecommerce category example

    Above the fold checklist

    Beatport sell music; this is one product category page

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    YES

    3rd ecommerce category example

    Above the fold checklist

    Callaway sell golf equipment; this is a product category page.

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    YES

    4th ecommerce category example

    Above the fold checklist

    GuitarGuitar sell music equipment; this is their Fender guitar section

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    YES – “ex demo bargain

    5th ecommerce category example

    Above the fold checklist

    Clarks sell shoes; this is the mens black shoe section

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    MAYBE – “up to 50% off”, “further reductions

    6th ecommerce category example

    Above the fold checklist

    Earthbits sell eco products; this is their shampoo bars section

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    MAYBE – “transform your hair

    7th ecommerce category example

    Above the fold checklist

    Rexona is a Unilever brand selling deodorant

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    8th ecommerce category example

    Above the fold checklist

    Warby Park sell eyewear; this is the mens section

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “pick 5 pairs to try for free

    9th ecommerce category example

    Above the fold checklist

    Ping sell golf equipment; this is their range of irons,

    Can you read title or header ?

    NO

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    YES – “longest, most forgiving irons

    10th ecommerce category example

    Above the fold checklist

    The gaming chair section of Smyths Toys

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    YES – “Only at Smyths

    11th ecommerce category example

    Above the fold checklist

    The men’s section of Sure Deodorant website

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    Above the Fold Ecommerce Product Page Examples

    1st product page example

    Above the fold checklist

    A product page from Allbirds

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “limited edition” = urgency

    2nd product page example

    Above the fold checklist

    A product page at Beatport music store

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – click play to preview

    3rd product page example

    Above the fold checklist

    A product page at BoysStuff retailer

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    NO

    4th product page example

    Above the fold checklist

    Product page at car retailer, Cazoon

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    NO – but there is get started button just below the fold

    5th product page example

    Above the fold checklist

    Product page at Earthbits

    Can you read title or header ?

    NO

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    NO

    6th product page example

    Above the fold checklist

    A Nike product page.

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO – but add to bag is a strong call to action

    7th product page example

    Above the fold checklist

    A Ping golf product page.

    Can you read title or header ?

    NO

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    NO

    8th product page example

    Above the fold checklist

    Smyths Toys product page

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    YES – price and “Only At”

    9th product page example

    Above the fold checklist

    Product page for Trends.vc that sells digital products

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    NO

    10th product page example

    Above the fold checklist

    Product page at Warby Parker

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “save 15%

    11th product page example

    Above the fold checklist

    Product page at Box.co.uk retailer

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    YES – stock alert and free and easy returns

    Above the Fold Service Page Examples

    1st service page example

    Above the fold checklist

    Johnston Carmichael accountants service page

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “on hand to listen and grow your business

    2nd service page example

    Above the fold checklist

    Service page for mortgage broker

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “offering help to first time buyers

    3rd service page example

    Above the fold checklist

    Service page at Tax Assist

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES – just

    Clear benefit before scrolling?

    NO – chat button hides text

    4th service page example

    Above the fold checklist

    Service Page at mortgage broker

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    5th service page example

    Above the fold checklist

    Service page at another mortgage broker

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “Free quote,” “quick”, “simple

    6th service page example

    Above the fold checklist

    Service page of financial advisor

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “take control of future

    7th service page example

    Above the fold checklist

    Service page from accountant

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “save time”, “take the stress out”, “stay on top”

    Above the Fold Blog Post Examples

    1st blog post example

    Above the fold checklist

    Blog post from Plum saving app

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    2nd blog post example

    Above the fold checklist

    A guide from a web software company.

    Can you read title or header ?

    YES

    Can you read first sentence?

    JUST

    Clear benefit before scrolling?

    NO

    3rd blog post example

    Above the fold checklist

    A guide from a copywriter

    Can you read title or header ?

    YES

    Can you read first sentence?

    NO

    Clear benefit before scrolling?

    NO

    4th blog post example

    Above the fold checklist

    Advice website for freelancers

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    MAYBE – no benefit in web copy but benefit on green overlay button

    5th blog post example

    Above the fold checklist

    Blog product from Drip; email marketing tool

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    6th blog post example

    Above the fold checklist

    Guide from art and design retailer in Ohio

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    7th blog post example

    Above the fold checklist

    A guide from car retailer; Cinch

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    NO

    8th blog post example

    Above the fold checklist

    A guide and opt-in page from betting website

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “course is free“, “teach you everything

    9th blog post example

    Above the fold checklist

    Guide to seo from Backlinko

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “these strategies have helped my site

    10th blog post example

    Above the fold checklist

    A comparison guide from a coaching website

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “get the best technology right for you

    11th blog post example

    Above the fold checklist

    My guide to seo web design

    Can you read title or header ?

    YES

    Can you read first sentence?

    YES

    Clear benefit before scrolling?

    YES – “rank higher in Google

    Summary

    Use the checklist to ensure these 3 main content elements appear above the fold to help improve rankings, click through rates and the user experience.

    1 thought on “Above The Fold Content Checklist & 51 examples”

    1. Thanks very much for all your tips.

      I am trying to do SEO on my own website. Can be a challenge.

      It’s good to read your tips and experience.

      Especially trying to get local seo.

      Keywords are low in Ubersuggest and even though low and have a CPC it’s still hard to rank for them.

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