"Below the fold" (BTF) content refers to the portion of a webpage that is not immediately visible to the user when the page initially loads and requires scrolling to view. It's essentially everything that's hidden from view until the user interacts with the page by scrolling down.
Importance of Below the Fold Content
While the content above the fold (ATF) gets the most initial attention, BTF content is still crucial for a successful website. Here's why:
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Providing More Information: BTF content allows you to elaborate on topics introduced above the fold, offering deeper insights and supporting details.
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Guiding the User Journey: You can use BTF content to guide users through a planned experience, leading them to desired actions like making a purchase, signing up for a newsletter, or contacting support.
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SEO Benefits: Including relevant keywords and high-quality content throughout the entire page, including below the fold, can improve your website's search engine ranking.
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Addressing Different User Needs: Some users may want a quick overview (found above the fold), while others want comprehensive information (below the fold). Catering to both types of users is important.
Optimizing Below the Fold Content
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Clear Navigation: Make it easy for users to find what they're looking for, even if it's below the fold. Use clear headings, subheadings, and a well-organized structure.
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Engaging Visuals: Use images and videos to break up text and keep users interested as they scroll.
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Strong Call to Actions (CTAs): Strategically place CTAs throughout the BTF content to encourage conversions.
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Mobile Optimization: Ensure your website is responsive and that BTF content is easily accessible and readable on mobile devices.
Example
Imagine a product page for a camera.
- Above the Fold: You might see the camera's name, image, price, and a brief description.
- Below the Fold: You could find detailed specifications, customer reviews, sample photos, and a comparison with similar models.
In summary, BTF content plays a vital role in providing a complete and engaging user experience, even though it requires scrolling to view. Careful planning and optimization are crucial for maximizing its effectiveness.
