# What is "above the fold"?

> Above the fold is the part of a web page people see before they scroll. Why it matters for ad landing pages, what to put there and a quick phone test.
- **Author**: Marxx
- **Published**: 2026-11-03
- **Category**: Creative
- **URL**: https://marxx.ai/library-glossary/above-the-fold

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Above the fold is the part of a web page you can see without scrolling. The name comes from newspapers, where the top half of the front page showed when the paper was folded. On a phone, it is roughly the first screen.

## Why it matters for ads

Someone clicks your ad with one promise in mind. The first screen of your page must repeat that promise and show the next step. If it does not, they leave before they scroll. You paid for the click either way.

## What belongs there

- **A headline that matches the ad.** If the ad said "Cotton kurtas under INR 999", say that.
- **One clear button.** Buy, book or chat. Not five choices.
- **The product or result.** An image of what they clicked for.
- **One piece of proof.** A rating or review count.
- **Price,** if the ad showed a price.

Everything else can wait below.

## A worked example

Say your ad promises "Cotton kurtas under INR 999". It sends people to the homepage. The first screen shows a brand story banner. The product grid starts after two scrolls.

Of 1,000 visitors, 220 reach the grid and 18 buy. That is a **1.8%** purchase rate.

You send the ad to a page that opens on the grid with the price filter set. Of 1,000 visitors, 410 see products and 31 buy. That is **3.1%**.

Same ad, same click. The page now keeps the promise on the first screen.

## The 5-second phone test

1. Open your landing page on your phone.
2. Look at the first screen only, for five seconds.
3. Ask: what does this sell, why should I care, what do I tap?

If you cannot answer all three, fix the first screen before you buy more clicks.

## Where this meets your ad

A strong [hook](/glossary/ad-hook) earns the click. The first screen has to earn the next step. A weak first screen also pushes up your [cost per acquisition](/glossary/cpa). If you collect leads instead, compare a form against a page in [lead ads vs landing pages](/compare/lead-ads-vs-landing-page). Run through the [Meta ads launch checklist](/templates/launch-checklist-for-meta-ads) before launch.

## FAQ

### Is the fold the same on every device?

No. It changes with screen size. Check your page on a small phone, not only your laptop.

### Should everything important be above the fold?

Only the promise and the next step. People scroll when the first screen gives them a reason.

### Does a high click rate mean my page is fine?

No. [CTR](/glossary/ctr) measures the ad. A good CTR with few purchases usually points at the landing page.

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