Website design doesn't have any hard and fast rules, although there are some general guidelines that make creating online web presences easier. One of the most important is the "fold." Things are considered to be "above the fold" when they're visible on a web page without needing to scroll. The content of a page both above and below the fold can have an enormous impact on lead generation.
Many companies that maintain websites put advertisements above the fold. This increases the visibility of either a product the company offers or something an advertiser has paid to display. While the area above the fold is considered prime real estate, it isn't the best spot for a lack of content. Users are often unwilling to scroll very far, so contact information forms or useful content that exists below the fold often goes unseen.
Search engine optimization can also suffer due to ineffective fold positioning because of a recent change to Google's practices. The Google Page Layout Update, or GoopLa, was added to algorithms at the beginning of 2012 and has been working its way around the internet.
Goopla essentially penalizes companies that put ads, banners or other media above the fold. This indicates organizations looking to help with both SEO strategies and lead nurturing practices should avoid forcing content and information below the fold when possible.