Why not everything needs to go at the top

As web designers, we frequently encounter the same request from clients: “Put this information at the top of the page so users don’t have to scroll because it’s very important.” While this request comes from a well-meaning place, it’s one of the most common misconceptions we face - and it often does more harm than good.

Over time, we’ve realised that part of our job isn’t just building websites but also educating clients on why this approach isn’t effective. Let’s see why this idea is outdated and how to create web pages that are both user-friendly and engaging.

The origins of the “no scrolling” myth

The belief that users don’t scroll stems from the early days of the internet, borrowing from the “above the fold” concept of print newspapers. Back then, designers assumed people wouldn’t scroll, so everything crucial had to fit within the initially visible area of the page. And let's be honest, they were right: people did not always scroll back in those days.

However, technology has evolved, and so have users. Today, scrolling is second nature - yet, we still find ourselves explaining to clients why it’s unnecessary to cram everything into the top section of a page.

Why scrolling is no longer a barrier

1. Scrolling is intuitive

Scrolling is so ingrained in modern web usage that users do it without even thinking. Whether on a mouse, trackpad, or touchscreen, people are comfortable scrolling, as long as the content is relevant and well-structured.

2. Users prioritise value over location

When users visit a website, they are looking for information or solutions. They don’t care where it is on the page, as long as it’s easy to find. Trying to squeeze every important detail into the top of the page often backfires, creating a cluttered and overwhelming experience.

3. Data proves users scroll

Studies, including eyetracking research, show that users do scroll when they perceive the content as valuable. They are willing to move down the page to explore information, especially when the page is logically organised and designed for easy skimming to find key points.

What happens when you squeeze more than is necessary at the top?

1. It creates visual clutter

When you try to fit too much into a small space, the result is an overload of competing information. Instead of making the page clearer, it overwhelms visitors, making it harder for them to find what they need.

2. It breaks content hierarchy

Not every piece of content is equally important. Forcing all key messages into the top of the page disrupts the natural flow and hierarchy of information. Users benefit from a logical progression that guides them through the content at their own pace.

3. It wastes valuable space

Web pages are not restricted by the physical limitations of print, though certain elements, like horizontal navigation bars, can face space constraints. The beauty of digital design is the ability to spread out content, using space effectively to create a more engaging and user-friendly experience.

Debunking the myths

We often hear arguments like, “People don’t scroll” or “They won’t see what’s at the bottom of the page.” Let’s address these points:

Myth #1: Users don’t scroll long pages

Modern users are very comfortable scrolling. In fact, they prefer it over excessive clicking, as it feels seamless and natural. As long as the content is engaging and well-organised, users will scroll without hesitation.

Myth #2: Content at the bottom is ignored

Research shows that while users focus more on the top of the page, they do allocate attention to lower sections if the content is valuable. It’s not about location - it’s about relevance. If you give users a reason to scroll, they will.

Myth #3: Pages with too much content are overwhelming

The issue isn’t the amount of content but how it’s presented. Breaking content into 'digestible' chunks with clear headings and logical flow keeps users engaged, even on long pages. When designed well, users can handle significant amounts of information.

How we approach content placement

When we explain this to clients, we focus on a balanced, strategic approach that respects both user behaviour and design principles:

1. Start with the essentials

We prioritise the most important information at the top, but without overcrowding. This gives users an immediate understanding of the page’s purpose while leaving space for them to explore further.

2. Design for 'scanning'

Users don’t read every word - they scan. Clear headings, bullet points, and white space make it easy for them to find what they’re looking for, whether it’s at the top or lower down the page.

3. Encourage natural navigation

Instead of forcing everything upfront, we create a logical flow that encourages exploration. Sticky navigation bars can help users move through the page efficiently without feeling lost, while anchor links can be useful in some cases, but they should be used cautiously as they might confuse users who expect a new page to load.

4. Trust the data

We remind clients that decisions should be driven by data, not assumptions. Usability testing and analytics consistently show that users will scroll for relevant content.

When scrolling becomes essential: mobile considerations

With mobile devices, scrolling is even more critical. Small screens make it impossible to fit all important content at the top. In fact, collapsing content into 'scannable' sections encourages users to interact more with the page. Trying to avoid scrolling is not just unrealistic - it’s detrimental to the user experience.

Trust the scroll

So, to our clients: trust your users. Trust the scroll. And trust us to design a page that works.