Which term refers to the upper half of a website that users can see without scrolling?

The term that refers to the upper half of a website that users can see without scrolling is known as "above the fold." This concept originated from the newspaper industry, where the most important content is placed on the upper half of the front page to capture readers' attention before they unfold the paper. In the context of web design and digital advertising, "above the fold" signifies the area of a webpage that is immediately visible to users when they first land on the site, without any need for scrolling.

This area is crucial for web design and advertising because it often contains key information, calls to action, and promotional content aimed at engaging users right away. Advertisers and designers strategically place elements above the fold to maximize visibility and interaction rates since users may not scroll down to see content that is positioned lower on the page. By optimizing this space, website owners can enhance user experience and potentially increase conversion rates.