I ' m of the opinion the fold is important for initial value propositions via copycontent but for CTAs , further content , pricing , etc users are proven to scroll in todays web . If you look at Spotify for example core value proposition for this promotion is right at the top , and taking 90 % of the screen in my browser . But what actually Spotify is , how it works , further pricing , is all well below . They have a CTA scroll anchor as a belt and bracers , but they ' re clearly confident people will scroll . Of course , Spotify are in the position that they are really well known , so they business priorities pushing the promo influence their core value prop at this moment . It ' s up to your strategy to decide what the core value proposition is , and how you communicate that . TLDR nar , I tend to place one key thing above the fold , but the rest sits under .