As any newspaper editor can tell you, the headlines, photos, and layout of the 'above the fold' area of their paper has a direct impact on the number of sales each day.

The same is true with your web site.

The first impression you deliver with your 'above the fold' content will have a major impact on whether visitors decide to scroll down beyond the fold and click links further into your site or just leave.

So just what is the all important 'above the fold' area of your web site?

It's the part of your front page which can be viewed by visitors without scrolling, clicking or using their mouse.

Just like the headlines in a newspaper determine whether you want to read the rest of the paper, your above the fold content will determine whether visitors stay to read more, or leave the site.

This is why you want to use the 'above the fold' space wisely. Andy why you never want to take it for granted that visitors will investigate the rest of your site if your 'above the fold' content doesn't grab their attention.