The “fold” on a website, is the bottom portion of your website that is visible without scrolling down the page.
Keeping relevant information that you want your visitor to see is important to keep it above the fold line of your website. Matter of fact, according to Chitaka Research found with a sampling of 22,211,015 website impressions, an online ad received a 44% higher click-through rate to those ads below the fold.
Most Internet surfers are skimmers, and will leave your page within 4 seconds if they don’t see what they are looking for. So it is imperative that your eye-catching images, titles and content are above the fold. Once your catch their attention, they will be more likely to scroll down below the fold to see your other information.
Certainly your three most important parts of your website page – your Call to Action, Competitive Advantage and Credibility – need to be above the fold.