Above the fold
Above the fold is the part of a page a visitor sees before scrolling. On a phone it is the first screen. It should say what the page is, who it is for and what to do next, because many visitors decide there.
In practice
What it means when you are the one making the decision.
The term comes from newspapers, where the top half of the front page showed when the paper was folded. On the web the fold moves with every screen size, so design for the smallest phone first.
Do not cram everything into the first screen. Make it clear and let the rest of the page earn the scroll with proof, answers and a repeat of the main action.
Example
A landing page for a school admissions drive shows its headline, the city, the dates and one Enquire button in the first screen of a mid-range phone.
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