‘Above the fold’ is the part of the website that people see without scrolling down. The name comes from newspapers that were folded in half (many still are), so newspapers placed all the top news and pictures in the top half, above the fold.

When designing a long page, it’s important to prioritize content: Offer the most important information first, the least important last.

The value proposition is a key component of any homepage. It communicates the purpose of a site and how a company is different than—and superior to—its competitors. As the cornerstone of the homepage, value propositions should be placed above the fold, where they have the greatest chance of attracting attention.

A great guide to creating a unique value proposition: https://cxl.com/blog/value-proposition-examples-how-to-create/.