You only have 7 Seconds

The Art of the First Fold

In web design, the term ‘first fold’ refers to the portion of a web page that is visible to a user without scrolling. It’s the first thing a new user sees when they land on your home page.

First impressions play a significant role in how we initially perceive a business for the first time.

  • Do they provide the service I am looking for?
  • Am I confident this business can deliver on my expectations?
  • Does this business operate in my area?
  • What do I do now?

On average, you only have about 7 seconds to create a good first impression. If your first fold doesn’t convey key information, grab attention or encourage a user to engage further with your website… chances are they won’t stick around.

So how do you nail the perfect first fold?

First Fold

Your Brand:

Your logo, colour scheme, font, or style. You want your first fold to be immediately recognisable as YOUR business.

Easy Navigation:

What is it people most want to find and how can we make it easy for them? Do you want them to book a table, schedule a service or find more information? Your top menu needs to be clear and your call to action, immediate.

Your Headline:

Local. Fast. Secure. A compelling and concise headline that conveys the website’s main message or value proposition.

Hero Image or Video:

An engaging visual element, such as an image or video, that complements the headline and helps convey the website’s message.

Call-to-Action (CTA):

A prominent and action-oriented button that encourages users to take a specific action, such as signing up, making a purchase, or exploring further.

Key Features or Benefits:

A brief list of the website’s main features or benefits. If they have made it this far, this will be the first thing they learn about your business. Make sure the first paragraph outlines EXACTLY what you do.

If the first fold of your website doesn’t immediately tell a customer who you are and what you do… chances are they will look somewhere else.

The first fold of a website is your digital storefront, where visitors form their initial opinions and decide whether to explore further or bounce. It’s a dynamic space where aesthetics, functionality, and user experience intersect. By focusing on visual appeal, navigation, and concise messaging, you can create a compelling first fold that captures attention, builds trust, and entices users to journey deeper into your digital world.

In the competitive online landscape, mastering the art of the first fold is essential for success. Remember, it’s not just about making a good impression; it’s about creating an immersive and engaging experience that keeps visitors coming back for more.

Where does the term ‘First Fold’ originate?

“Above the fold is the upper half of the front page of a newspaper or tabloid where an important news story or photograph is often located. Papers are often displayed to customers folded so that only the top half of the front page is visible. Thus, an item that is “above the fold” may be one that the editors feel will entice people to buy the paper.”

Read more at Wikipedia