Above the fold
Above the fold is the part of a web page visible without scrolling, on a given device. Borrowed from newspaper front pages, it is the first screen a visitor sees — and where most attention and bounce decisions happen in the first few seconds.
The 'fold' varies by viewport, so above-the-fold is really a range, not a line: what a desktop visitor sees at 1440×900 differs from a phone. Attention data shows the first screen captures a large share of total viewing time — but only if it earns it with a clear focal point.
A common failure our scans surface: a hero that is technically above the fold but empty of attention — a big background image, a vague headline, and a CTA the eye never reaches. Score the first screen before you pay to send traffic to it.
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