You will improve your search engine rankings and traffic by putting key content above the fold of the browser.
And to help with your improvements, I’ve curated 51 home pages, e-commerce categories, e-commerce pages, service pages and blog post examples.
What is above the fold?
Above-the-fold refers to the area on a web page where users can see it immediately upon landing on a page.
This means that the most important information should be placed there so that visitors can quickly understand what the page is about and know what to do next.
Why does putting key content above the fold improve SEO?
Google stated as far back as 2012 that users want to see content right away on a web page.
As a result of 64% of all searches occurring on mobile devices, Google began using the mobile version of web pages to rank search results.
Then there’s a ranking factor study by Semrush showing that the higher a page’s position in the search results, the lower its bounce rate.
Google even publicly stated that bounce rates increase 32% if the page load time increases from 1 to 3 seconds.
And research by Nielsen Group found that 57% of viewing time is spent above the fold of the browser, irrespective of screen size.
In other words, people have short attention spans, and you must communicate the benefits of your fast-loading page quickly, or they’ll leave, your bounce rate will soar, and your rankings will be affected.
What content should you put above the fold to improve your SEO?
These elements are not things that a typical business person can change on their site. They’re usually something that a web designer, developer, or user experience (UX) expert would be responsible for changing.
However, if you choose a website theme from WordPress, Wix or Duda that already has these key elements above the fold, it could be helpful for your SEO.
Here’s the key content you need above the fold on every device size; mobile, tablet and desktop.
Logo and Navigation
At the top of most web pages are the logo and primary navigation.
A page title or heading
A page title or header is a short phrase appearing at the top of every web page. The purpose of this text is to give searchers and visitors information about what they can expect from the web page.
First sentence
The first sentence of a web page is written to retain visitors and keep them interested in reading more.
Clear benefit before scrolling
According to Google’s UX Playbook, there should be a clear benefit or value proposition above the fold;
- For example, an invoicing service might state, “Use our invoicing tool so you can get paid faster“,
- or an e-commerce category page for shoes might say, “View our full range of waterproof men’s shoes.“
Image
Many web pages use an image above the fold of the browser, especially e-commerce product pages, since an image can communicate more product benefits quicker than written text.
Button or link
A button or link is important content to include above the fold as they create urgency or a call to action.
Nike product pages include a buy now button above the fold on mobile devices and the home page for Allbirds shoes has links to men’s or women’s shoes.
Above the fold examples
I selected 52 websites to identify above-the-fold best practices and analysed their home page, category, product, service, and blog post pages.
I used a simple checklist against each page to ensure their pages pass the above the fold test.
Above the Fold Home Page Examples
Here are 51 home pages, e-commerce categories, e-commerce pages, service pages, and blog post above-the-fold content examples.
1st home page example
Above the fold checklist
This is the home page of CrazyEgg.com
Can you read the title or header?
YES
Can you read the 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 the title or header?
YES
Can you read the 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 delivers to your door
Can you read the title or header?
YES
Can you read the 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 delivers them to you.
Can you read the title or header?
YES
Can you read the first sentence?
YES
Clear benefit before scrolling?
YES – “love it or return it, “free delivery“
5th home page example
Above the fold checklist
Crunch does accounts for the self-employed.
Can you read the title or header?
YES
Can you read the 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 starte 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 creates 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 e-commerce 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 e-commerce 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 e-commerce category example
Above the fold checklist
Callaway sells 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 e-commerce 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 e-commerce 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 e-commerce 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 e-commerce 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 e-commerce category example
Above the fold checklist
Warby Park sells 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 e-commerce category example
Above the fold checklist
Ping sells 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 e-commerce 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 e-commerce 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 e-commerce 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 the title or header?
YES
Can you read the 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 a 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 an accountant website.
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.