The phrase “above the scroll” stemmed from the phrase “above the fold”. Above the fold refers to putting the most attention-grabbing stories at the top of the page, and before the person had to literally unfold their newspaper. This ensured that people would be intrigued by the headline and first few lines of the story and they would take the action of unfolding the paper and continue to read.
Above the scroll works in relatively the same way. Web designers and writers have to write the most interesting headlines, place the most well written article, or most captivating picture at the top of the website or beginning of the story. That way, once you have your reader’s attention, they will continue to scroll down to finish reading what you posted.
Keeping in mind that you want to grab the reader’s attention, you shouldn’t do so in a way that overwhelms them too much. For example, a confusing graph that needs a lot of explanation should be placed lower in your article. This gives you time to explain what your graph is showing as well as gives you time to build up to it.
The top of your website should also feature some clues about who owns or manages the site, and how to navigate it. You don’t want your viewers to get lost on your site. Design Shack even says that those are some of the most important pieces to have above the scroll. They have “company or personal logo or branding information; a dominant image or block of text; and navigational tools, including links to other parts of the site or cues that the site scrolls or even slides from left to right” listed on their website.
You should also make sure to mix up what’s at the top of your page. You don’t want to have a similar headline or picture for everything on your site. They might think they’re looking at something they’ve already seen and both the viewer and you could miss out on a “like” or a business opportunity.
Keep these tips in mind when you’re sending out emails too. In emails especially, you want to put a call to action above the scroll so that your audience has an immediate idea of the action they’re supposed to take. Some of those examples would be “register for our event” or “call us today” or “click here to check out our website” or even a simple “learn more”. (For more about calls to action, read our blog post.)
Finally, remember that while it’s important to have an exciting top of the page, you’ll need interesting content to keep them on the page. Make sure that you’re not putting all your eggs into one “scroll”.