As a web designer I hear this from at least half my clients. They want their website to be "above the fold." They were told that having their website "above the fold" is the most important thing. So without questioning why or researching further into it, they blindly follow this advice.

What Does "Above the Fold" Mean?

It originated as a term used for the top half of the front page of a newspaper. Newspapers are displayed to customers folded, with the top half of the front page being the only visible part on the news stand. The visible part of the paper has to be enticing enough for the customer to want to buy the paper. So the area "above the fold" is very important. It is what makes or breaks the sale of that paper.

But wait! The area "above the fold" is not the be-all and end-all of the newspaper. It might get the sale, but what about the inner pages?

How disappointed will the customer be when they buy the paper only to discover that the best part was above the fold, and the rest of the paper was not worth the purchase. Well, at least you sold the paper right? Wrong! That customer will not buy tomorrow's paper because they already know that what's inside is not worth coming back for.