Just because users spend most of their time above the fold it doesn’t mean that you need to design your blog or website that way. What about designing in a way that is enticing and builds up a reader’s excitment to see what is … dare I say it… below that fold.
The digital era has transformed the way information and media is presented. We’ve increased the breadth of content and spawned innovative methods of consumption. In the past, traditional media channels sold readers on designing eye-catching features while the remaining content was padded out with less interesting content or “fluff”.
“Above the Fold” is an industry term referring to the upper half of a folded newspaper featuring a captivating story in order to sell the day’s paper. The most interesting content is put at the forefront with other lesser content as support. Many websites today follow this model by compressing as much information at the top of the page or before the user needs to scroll down; the logic being, sell what’s interesting at first glance.
This is stifling; online users want a fulfilling experience. Joshua Porter, interface and product designer at Hubspot, argues here that in a user interface, “Clarity is job number one; [that] clarity inspires confidence and leads to further use. One hundred clear screens is preferable to a single cluttered one”.
We live for experience; users are becoming more interactive with content whether it’s via touchscreen, mouse, or trackpad. A website should be structured for users to explore, see content, and engage. Engaging content should build upon interest to keep the users scrolling for more. At The Blog Studio we’ve been building blogs and websites with stickiness in mind since day 1. We know that users will spend time on many pages and explore below the fold if you structure and design your site accordingly. It’s important to think about the user experience first and cramming everything above the fold could never be enjoyable.
Before you plan your next website or blog design ask yourself if creativity should take place over function. The internet is changing everyday and designing methods for the web must change with it.