Steam Store Page Optimization: Above-the-Fold Best Practices

Introduction

I’ve said it before, and I’ll say it again: the space at the very top of your “About this game” section is prime real estate. It’s the first thing people see after the header capsule. If you fill it with fluff, repetition, or the same capsule art again, you are burning time and attention you will never get back. Skip pointless banners and repeated logos. Show fresh, useful content that moves the pitch forward.

This guide walks you through what to avoid, what to show, and how to structure that space so customers immediately understand what your game offers and why they should wishlist or buy. Let’s make marketing simple and get stuck in!

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1. Why the first screen matters

Customers decide in seconds whether to stay or exit. By the time they hit “About this game”, they’ve already seen your capsule art many times. If you repeat the same capsule art again, you’re telling them nothing new. Our job is to advance the pitch the moment they arrive, clearly, quickly, and with purpose.

Think of that first screen as your elevator landing. Doors open. Do they see something valuable and exciting, or a repeat of what they already saw?

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2. What not to put above the fold

Let’s clear the obvious traps:

• Repeated capsule art.
  They’ve already seen it. Show something new.

• Blank “About this game” banner.
  Decorative space that communicates nothing.

• Huge logo lockups.
  Logos don’t sell the fantasy. Features and footage do.

• Banners that simply say “GAMEPLAY” or “FEATURES”.
  Labels are not content. Show the gameplay. State the features.

• A massive “Wishlist now” graphic.
  If your content is compelling, people will wishlist. Use that space to earn it.

• Walls of text that add no value.
  Every line should excite, inform, and keep people engaged throughout their journey on your Steam page. Make sure all copy has a clear purpose.

If it doesn’t explain or excite, it doesn’t belong above the fold.

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3. What should go above the fold

Your best-selling material. Make it carry the pitch on its back.

• A punchy opening line or two that sells the fantasy. If your game needs more context, add a short paragraph or two. Keep it scannable with short paragraphs, subheadings, and bullet points. Every line should have purpose and value.

• A standout video that proves the fantasy visually. (show gameplay)
  If your hook is “destructible environments,” show destruction within the first second. If it’s “tight combat,” show a clean parry into a counter. No vague ambience shots up front.

• A concise feature stack (3–6 bullet points).
  Each bullet point should be a player-facing benefit, not an internal system.

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4. “What order should I use?” There’s no universal layout… but there are principles

Different games benefit from different sequences. Word complexity, genre, and visual readability all matter. Use the sequence that gets a newcomer to “I get it” the fastest. Use what fits your game today, then iterate if needed.

Here are three patterns to test:

Pattern A: Hook line > Video > Feature bullet points

Works well when your visuals are instantly readable.

1. Snappy fantasy hook, one short line or two if needed

2. A striking video that proves it

3. 3–6 benefit-driven bullet points

Pattern B: Video > Hook line > Feature bullet points

Works well when the look is the hook and words risk slowing the reveal.

1. A strong video first

2. Concise opening statement that clarifies what they just saw

3. Feature bullet points to lock in understanding

Pattern C: Text First > Quick List > Video

Works well when games/core mechanics need more clarification before seeing them in motion.

1. Best used when the complexity of the game requires an initial text setup.

2. Quick list of 3-5 key features/benefits

3. Videos that stitches those ideas together

None of these are the rule. They are starting points. The principle stands. Put your best content above the fold so I either wishlist or buy, or at least click “Read more” wanting more.

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5. Making a video that works at a glance

• Lead with motion, payoff within 0.5–1.5s. Don’t slow burn.

• Show cause and effect. Button press > satisfying outcome.

• Use readable backgrounds. Busy scenes kill clarity.

• Crop for the action. If the cool bit is 20% of the frame, zoom in.

• Caption sparingly if needed. A 2–4 word overlay can rescue comprehension. Don’t plaster text.

• Show real gameplay, not cinematics. Prove the core loop. (Cinematics can work for tone in some games, but use them sparingly and usually keep them below the fold.)

 

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6. A Simple Above-the-Fold Blueprint

Line 1: Snappy hook or a paragraph or two if your game needs it.
Line 2–3: Videos or killer images (showing gameplay or something very cool)
Line 4–8: 3–6 benefit bullet points.

Everything else? Goes below the fold. That’s where longer descriptions, deeper feature explanations, lore, and extended screenshots or videos can live.

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7. Common mistakes I keep seeing

• Reintroducing your logo like we’ve never met.

• Cool media hidden below “Read more.” If it sells the game, it belongs up top.

• Asking me to wishlist before you’ve earned it. Show, don’t beg.

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8. Quick checklists

Do this

• Lead with the fantasy and prove it visually

• Write bullet points as player benefits

• Keep the first screen scannable. If you need more text, use short paragraphs and bullet points, not walls of text.

• Lead with your best shot, not a collage of meh.

• Keep every sentence useful and engaging

• Make wishlisting the obvious next step

Don’t do this

• Repeat capsule art or giant logos

• Ship banners that label content instead of being content

• Hide your best video under “Read more”

• Confuse motion with meaning

• Avoid huge blocks of text that add no value

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9. A note on tone and personality

You can be playful, dramatic, or minimalist, whatever suits your game. Personality is great when it supports clarity. If a joke muddies the message, cut the joke. If a serious tone makes a complex concept clearer, keep it straight. Your style serves the sale.

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TL;DR

There’s no one-size-fits-all order. It’s up to you to decide what to prioritise and where to place it. Just make sure the best parts sit above the “Read more” fold. Some teams open with a short gameplay clip or GIF, some with a line, some with a paragraph or bullet points. All fine. The principle stands: put your best content above the fold so a customer either wishlists or buys, or at least clicks “Read more” wanting more.

It’s not to say that longer text at the top won’t sell, or that a big banner will necessarily stop someone from ever buying your game. If the capsule, trailer, screenshots, and copy deliver on the promise, and your clips and features are compelling, people will keep reading and take action. The key is a balanced layout and honest excitement without misrepresenting the game. Cut repeated capsule art and empty banners. Use that top space to advance the pitch. This post is about improving your odds, not claiming absolutes, and helping you communicate your game clearly, both visually and in copy.

That’s all I’ve got today. I hope this was useful!

@IndieGameJoe