Any time I hear a client use the term “the fold”, I die a little inside.

• “Can we make sure that graphic stays above the fold?”
• “Let’s be careful of how much we add here - don’t want the content to drop below the fold.”
• “Can you design the site to stay within a 400px height so the fold doesn’t even EXIST!?”

OK so that last one was fake, but sometimes that’s how it feels.  The answer may seem obvious to a lot of us here in the web space, but how do we get to a point where we no longer care about the fold?

CONTENT

If you’re so concerned that your visitors won’t expend the miniscule amount of energy it takes to scroll down the page, you’re doing something wrong.  The web is no longer a place where users expect to find an online version of your company’s brochure.  It is an interactive space where people want to connect with people and share all kinds of media and information.  Create pertinent, compelling content and your visitors will stick around for that extra 10 seconds you’re hoping for.

We are smarter than marketers desire to admit. We know when you’re feeding us bullshit and when you do, you won’t see us again.