Why Scrolling Down a Web Page Isn’t a Problem

In conclusion then, digital audiences always have and always will be capable of scrolling down a website, if the content on there is engaging enough to warrant them doing so. It shouldn’t be the case that developers feel they have to excessively cut down on or in some cases even omit vital information because of the false belief that users would be unwilling to spend an extended amount of time scrolling through a web page. Rather, clients, web developers and content writers should collaborate to create compelling websites filled with equally interesting copy that crucially invites the visitor to read on.

It’s a compelling argument, and one that more web design agencies should be paying attention to, but, as I’m sure you’ve noticed already, it’s not really in the right place is it? Current web design trends inherently favour shorter pages that prioritise smaller sections of more relevant information, supposedly in a bid to capture the fleeting attention of the modern day user on-the-go. The problem is that in the ever escalating competition for people’s attention, this has lead to the prevalence of web designs that place the majority of gripping, bordering on sensationalist, content on the front page of the site, limiting creative freedom and damaging the visitor’s experience.

A hangover from the era of print media, this style of design is typically found on newspapers and magazines, which rely on shocking, enigmatic headlines and sub-headings in order to entice the consumer to buy the publication. This is all well and good when we’re talking about a physical product, but doesn’t really have the same effect in digital media. Rather, the attempt to ‘sell’ a website to a new visitor by placing all of the most interesting, relevant stuff on the front page doesn’t encourage them to read further, but actually interrupts the flow and manner in which the website should be consumed.

Taking this article as an example, you’ve probably clicked on it because the title “Why Scrolling down a Web Page Isn’t a Problem” intrigued you, unless you’re just an avid reader of my blog. The issue is that I’ve answered that question in the first paragraph, so what reason is there for you to carry on reading? This is the dilemma that confronts a lot of clients opting for more modern web designs, who simply want all of their most engaging content and imagery plastered over the front page of their site. This doesn’t only limit the space for creativity on the developer’s part, but it also leads to a lot of information being crammed into a very small space, which can often ironically prove to be an even bigger deterrent for users.

Most importantly, however, designing websites in such a way leads to a site that is ultimately disappointing, and falls short of the visitors expectations. When you sell a website to a visitor under the pretence that it will be filled with fantastic content, it’s often commonly the case that the rest of the site simply doesn’t live up to the lofty precedent set by the landing page. To use an analogy, structuring websites in such a way is a bit like putting all the funniest jokes in a comedy film in the trailer; it might draw in a wider audience, but ultimately they will have a less enjoyable experience.

When designing a website, most web developers try to visualise the page flow, and emulate how users will travel from page to page. This journey requires careful planning and consideration, thus encouraging the visitor to make use of all the site has to offer without running the risk of interruption or boredom. In the most successful cases, web designers work in tandem with copywriters to draft out pages that are not only well-structured but actually engaging; this doesn’t only prioritise the user’s need for relevant information, but also actively enhaces their experience of navigating the site.
In conclusion then, digital audiences always have and always will be capable of… oh no wait; we’ve already done this bit haven’t we?