10 Above-the-Fold Optimization Ideas to Improve Conversions

10 Above-the-Fold Optimization Ideas to Improve Conversions

Uros Mikic
June 22, 2023
Read time:
12 mins
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Above-the-fold is the part of a website that’s visible before a visitor starts scrolling.

…or as I like to call it: the most important part of your online presence.

Think about it: we often decide whether we like a site based on the first thing we see. If it’s not worth it, we don’t want to waste time scrolling through it.

You can think of websites as people. The first impression matters. No matter how genuine a person is underneath, we often won’t bother trying to dig deeper if we don't like what we see.

I’ll leave first impressions of people up to psychologists and coaches. Can’t help you there.

Websites, however, happen to be my expertise, and I’m going to show you how to dominate the above-the-fold website game.

I’ll give you a hint: it does have something to do with psychology, after all. And web design. And marketing. It’s a little bit of everything, really.

Let’s take a look at the following ideas, along with examples for each, and see how they do one thing they need to do the most: sell.

Idea 1: Keep It Simple

Beginner designers often want to showcase their skills by making above-the-folds vibrant, captivating, and engaging. 

That’s all great, but there’s no room for showing off in marketing (unless you’re targeting a specific group).

Do what works; the simplest idea is usually the most effective. Here’s why:

  1. You don’t want to cause a visual overload to the visitor. They may be confused by everything going on and bounce away.
  2. You get to express clear messaging. Avoiding confusion with long pieces of copy and not scaring away visitors with huge chunks of text is usually the way to go.
  3. Computers and search engines will love it. A simple solution usually means short load times, which is great usability- and SEO-wise.

Some of the biggest brands keep it simple, and it works for them: Google, Apple, and Dropbox.

Apple’s homepage relies on minimal text and engaging visuals, and they often showcase their product in their above-the-fold section. 

Dropbox is a great example of clear messaging, as the website’s focus is on the copy above to fold. Finally, there’s Google, and I don’t think the search engine’s homepage is pretty… simple. Still, it’s the most effective one in the world.

I like to have three focus points, all three straightforward: a big, medium, and small point. The big is the attention-grabber, the medium is its complement, and the small is the additional value, such as a benefit, a testimonial, or an interactive element. 

Idea 2: Use High-Quality Images

A picture is worth a thousand words. However cliche, this saying never gets old, and it hasn’t been more relevant than now. 

To honor the saying, let me show you a picture. It’s Etsy’s above-the-fold.

If you haven’t heard of Etsy before, could you assume what it is about? It’s about jewellery, gifts, and things like that. It’s all communicated with images — images of the products they sell, no less.

No matter what images you add, they must be relevant to your brand and visually appealing to your target visitors.

But here’s the thing: they need to be both high-quality and optimized.

High-quality images refer that they’re professional and convey the message. Optimized means they don’t take a whole minute to load, as that’ll scare people off your website.

Stick to tools such as Tiny JPG to optimize your images. Alternatively, you can rely on Webflow and similar builders that support WebP integration and streamline image optimization.

Besides Etsy, another great example is Airbnb, which uses images of attractive lodging options across the world.

Idea 3: Make Use of Videos

In some examples, videos can be beneficial if put above the fold. If applied properly, they can drive engagement, help visitors understand your product or service, and, ultimately, increase conversions.

These are super-helpful for various SaaS solutions, where explaining what you do is an important step to generating leads.

The video doesn’t have to be the first thing visitors see when they land on your homepage. However, pointing out that there is a video available and putting the play button above the fold is a nice way to keep it simple and classy. 

I really dig how Trello did it with a small “Watch video” element in the bottom left corner.

Don’t put videos at all costs. Only if your business requires it. Even if you decide to add a video, you should carefully consider which type you want to add. Is it an explainer, a product demo, customer testimonials, or something else? 

Videos, as images, need to be optimized for websites. The best way to keep them light is to upload them to Vimeo and then use its API to improve load time.

Idea 4: Include a Clear Call-to-Action

If you think you can convert visitors as soon as they land, why not give it a try? A CTA can be a button, link, or text — anything that calls users to take action.

However, you need to think carefully about what you put as your CTA. Make sure visitors understand what they’re in for based on the information you provided above-the-fold.

Moreover, you need to carefully position the CTA element within your above-the-fold section in relation to other elements.

Nailing the CTA takes creativity and patience, as it’s always good to test several different possibilities and see what works.

An example? I really like how Figma did it. 

The copy, combined with the CTA, sends shivers down my spine. It’s truly powerful, and I just feel like clicking that ‘Get started’ button over and over again.

Idea 5: Optimize Headlines

Communicating via text is still the most potent way to deliver a message, no matter what they say. 

Images and videos are great, but the first thing a visitor sees on your site should be a couple of words that will grab their attention.

I really dig how Hubspot did it. It’s short, sweet, and potent.

How does one write the perfect headline? 

To be honest, I have no idea. It takes not only researching and understanding the market but looking deep down into your creative self and coming up with something that looks nice and drives conversions.

The headline doesn’t have to deliver value alone but in combination with other elements above the fold. But it must grab attention.

Also, they should put the customer in the center. They should be about the customer, not about your product or service. “Grow better with HubSpot” addresses the visitor. It doesn’t say anything about the CRM platform.

Trust me on this: if your company can afford a team of copywriters who’ll do nothing else but think of headings and subheadings for your pages, it’ll be worth it. No AI writing software can replace the creative processes happening inside their heads and the unique ideas they can bring to the world.

Idea 6: Keep the Navigation Simple

This one goes without saying. Visitors will usually see your main menu when they load the hero section of your page. If it confuses them, they’ll leave.

Make navigation seamless for them. I understand this is easier said than done, but helping visitors find what they’re looking for will not only convert them but make them come back. 

Keep menu options concise and clear. Above all, keep them logical. Imagine you’re on your site for the first time. Try to enter the mindset of a potential customer who has no idea how to get around your site.

Of course, use drop downs, hamburgers, breadcrumbs, and anything else you think can help, and only if you have proof that these helped. Consider using HotJar and similar heatmaps to help you organize your navigation based on visitors’ behavior.

I admire Mailchimp’s solution. Apart from the simple main menu, the site gives you a glimpse of the next section above the fold, with four options leading you to four different landing pages, based on what you might need the tool for.

Idea 7: Make Use of White Space

Music is what happens between the two notes that we play. Professional musicians know when to start and when to stop. We could say that for visual arts

The spaces we don’t fill with content are also an important part of every artist’s work. 

This is also true for above-the-fold design solutions. More empty or “white” space means a better focus on the existing content above the fold. The last thing you want to do is cause cognitive overload with many elements.

Once again, this may or may not work, depending on your business and your target group. For instance, an online fashion store may benefit from including many images and colors to draw attention, whereas a legal services website might prefer a more minimalist approach.

I have to refer to Apple’s above-the-fold design, as it remains the perfect example of the minimalist approach with plenty of white space.

Idea 8: Use Testimonials

You can talk about how great your product or service is throughout your entire site. It’s not enough. Everyone likes to show themselves as the best! The trick is to show what others say about you.

This can be done via testimonials.

You might think: yeah, but nowadays, everyone can fabricate testimonials. Make them up completely. Nobody will know.

But there’s a solution.

There are reputable sites where your clients can rate your work. If it’s good, you can show it above the fold. 

That’s how we did it at Flow Ninja. With hard work and excellence, we received an excellent rating on Clutch, one of the leading marketplaces for finding businesses and services. If you take a look at our Webflow agency page, you’ll notice the Clutch rating linked to our Clutch profile.

How can you get testimonials? Here’s a simple questionnaire:

  1. Do you have customers present or past?
  2. Are they happy with your product or service?
  3. Are some of them ready to provide any sort of feedback?

If you answered with a “yes,” then you just need to ask them to provide any sort of testimonial. Easy as ABC!

Idea 9: Provide Social Proof

Testimonials are part of the social proof family. In addition to them, you can provide various customer reviews, awards, certifications, social media likes and followers, and more. Anything from a reputable source that provides affirmation of your products or services is welcome.

Put only what you think brings the most credibility and increases conversions above the fold. Find room for other social proof elements, but place them logically in the sections of your page located below the fold.

I like how Capmo approached social proof by providing their overall ranking across different platforms and linking that section to the testimonials at the bottom of the page. This is similar to what we did at Flow Ninja’s Webflow agency, except we linked externally to Clutch.

Idea 10: Optimize for Mobile Devices

Mobile devices are taking over the Internet sphere, so you should always pay attention to your above-the-fold on small screens.

First, it’s important to keep your site responsive. Website builders, such as Webflow, let you immediately address mobile design as you’re creating your site, making it one of the best responsive design tools in the world. 

Many industries require adopting mobile-first design, too. Make your site for mobile users and then address desktop. This also includes optimizing all images and videos for mobile phones and tablets.

Dropbox comes to mind once again. Here’s how they did it for mobile devices.


Above-the-fold optimization remains one of the crucial items to check off in your website design list, as it can be a determining factor for traffic, engagement, and, ultimately, conversions.

Remember: landing on websites is just like meeting new people. The first impression matters.

Check the ten ideas listed above to determine if some of them would work for your site. More importantly, explore how others did it, including the sites I mention in this article, to get inspiration.

And don’t forget your CTAs!

Speaking of CTAs, I have one for you. Reach out if you need a Webflow partner.

I promise you’ll love your above-the-folds! Also, check out our work to learn more about us.


What is above-the-fold optimization?

Above-the-fold optimization involves optimizing the initial visible section of a website which is visible to the user before they start scrolling. This is important because it lets users quickly understand the website's purpose and engage with the content of the web page. Above-the-fold optimization should include an attractive design, concise content, and easy navigation.

Why is above-the-fold optimization important?

Above-the-fold optimization helps you improve the initial impression for visitors accessing your website, playing a crucial role in influencing their engagement levels and conversion rates. This technique includes the arrangement of content, the placement of calls-to-action, and other elements that should be visible without needing to scroll down the page.

How can I optimize for mobile devices?

To enhance optimization for mobile devices, you can adopt a mobile-first design approach, optimize images and videos specifically for mobile viewing, and incorporate clear and compelling calls-to-action (CTAs).

What types of videos should I use above the fold?

Above-the-fold videos can include explainer videos, product demos, customer testimonials, and company culture videos. If possible, keep them short, attention-grabbing, and engaging to viewers. They should also be optimized for both mobile and desktop viewers. Finally, videos should be optimized for load speed, with compressed file sizes and high-quality visuals. If your videos are long, you can only include a play button with an adequate surrounding copy to inform the visitor immediately that there’s video content for them.

How do I obtain testimonials from customers?

The best way to get testimonials from your customers is by asking for feedback, using surveys, or incentivizing them to leave reviews on your website. Doing so will help you gain insights into what customers think of your products and services. Having this knowledge can be used to improve your offerings and increase customer satisfaction. Additionally, testimonials are a great way to build trust in your brand.

What is social proof, and why is it important?

Social proof refers to conforming to how others act in a given situation in order to exhibit the proper behavior. Conversions, trust, and credibility are increased by social proof. People tend to trust the decisions and actions of others, often viewing them as more reliable than their own. Social proof can be used to influence and persuade customers to take a desired action.

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November 09
Milentijeva 13, Nis

Let's watch
Webflow Conf
2022 together!

Flow Ninja is one of the sponsors for Webflow Conf 2022. We will be hosting a watch party and a networking event on Wednesday, November 9, and we invite all fellow Webflow nerds from the Balkans to join us at our hub in Niš.

November 09 // Milentijeva 13, Nis //
November 09 // Milentijeva 13, Nis //
November 09 // Milentijeva 13, Nis //
November 09 // Milentijeva 13, Nis //
November 09 // Milentijeva 13, Nis //
November 09 // Milentijeva 13, Nis //
November 09 // Milentijeva 13, Nis //
November 09 // Milentijeva 13, Nis //

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