Above the Fold

Borrowed from newspaper layout, 'above the fold' refers to whatever content loads within the initial viewport, before any scrolling. On a squeeze or splash page it's usually the headline, a subheadline, and the opt-in form or button.

Traffic-exchange and safelist visitors decide in seconds whether to stay, especially since many are on a countdown timer to their next hit. Everything that matters — your hook, your offer, and your call to action — needs to be visible without scrolling, or a large share of that traffic never sees it at all.