Above the fold

The term "above the fold" originates from the newspaper industry, where it referred to the top half of the front page. In web design, it refers to the portion of a webpage that is visible without scrolling. Content placed above the fold is critically important as it is the first thing a user sees and can determine whether they stay on the page or leave.

Best practices suggest placing the most important information, such as the value proposition and a call-to-action, above the fold to maximize user engagement.