Above the fold

Viewable without further action

There's much confusion about the 'page fold' concept and the need to keep the most salient content within a website's initial viewable area.

Web users spend 80% of their time above the fold

Yes, back the 1990′s maybe, people had quite the bugbear about scrolling, but twenty years on, attitudes are totally different. We all know that people have learned to scroll, but still the 'everything needs to be above the fold' concept lingers on.

The digital fold concept in website design is just wrong, wrong, wrong!

Many web designers are still intent on squashing as much important, eye-catching content as they can above 600 pixels. Thus destroying a sense of white space, readability and story telling that was planned for the rest of your website.

Users are going to be let down

Imagine if a newspaper squashed all of its quality content on the front page. How disappointed would you be to open the paper to only find the leftovers? The same could happen with your website. If everything of exceptional quality is pushed upon the reader at the beginning, once they start exploring the rest of the site and it's not of the same calibre, they're going to be let down.

You want your visitors to explore your website, scrolling down a website is like turning pages of a newspaper.

Ever heard of someone complain about turning the pages of their newspaper? Me neither. We understand that scrolling hundreds of pages worth of web content would be a chore and not best practice. However, minimal scroll is not an exertion that we shouldn’t expect of users.

Information overload

A newspaper's goal is for you to actually read the newspaper, not just the front page. That should be your goal too. You want your visitors to fully explore your website. Don't let the statistical scaremongers bully you into thinking a new visitor to your website will decide within 3 seconds whether to stay or leave. Trust me, having no white space, with information overload will make your visitors leave, almost certainly before the 3 seconds are up.

Ultimate journey

Think about the ultimate journey you want your visitors to take. Entice them in, make them actively want to scroll down (below the fold) and read on. This is the key to a successful website's content strategy.

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