Everything has a cost, even if we do not recognize the value gained or lost at the time.
The same is true for every web page on your site.
Think of your homepage as a marathon, with the start line at the top of the page and the finish at the very bottom.
Everyone is present at the start line, but the longer the race goes on, the more people drop out.
The more you ask people to scroll to get to where they want to go, the more people will drop out and visit your competitors.
In my previous articles I’ve discussed getting the main point at the top (where everyone will see it), but for each segment below, ask yourself who deserves to be there. Every pixel scrolled is a potential client lost.
Let’s say you offer a service, I used the example of a local painting company. Our visitors are likely to have a problem (my house needs painting). Would it make sense to ask them to sign up for a newsletter before you offer them a free quote? Or display a few testimonials?
Most people are pressed for time, they’re visiting your site for a reason (“intent”) and the more you hide the solution to their problem, the less likely they’ll ever see it.
Make your point, make it clearly and concisely. Organize your page so the good stuff, the relevant stuff, the stuff that solves the users intent, is at or near the top. Make each segment fight for the right to be where they are.
Scrolling costs clients.