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Above the fold

The phrase “Above the Fold” refers to the portion of a web page that is visible without scrolling.

This term derives from the publishing world, where it refers to the upper, visible portion of a newspaper that is actually folded in half, while the portion below is referred to as “below the fold.”

In the digital context, the “above the fold” area is particularly important because it is the first thing users see when they visit a site, so it is critical to capture attention and engage the user.