Web Marketing All-in-One For Dummies, 2nd Edition
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To market your products, you need to make your webpage favorable to potential customers. Some people believe that no one wants to scroll down a webpage — that people would rather click for more information.

But, if you think about it, the only reason they click through links instead of scrolling is to get to a page where the correct information is featured. When they get to the right page, they expect to find enough information to satisfy our curiosity, and they’re happy to scroll when they are on a webpage that provides them with the information they are looking for.

Valuable content is what inspires people to want to scroll to read more and to consider all the details they need to make an informed decision. Good design is what allows the content to keep you engaged as a reader to scroll down the page, whereas forcing you to click to more pages would just be cumbersome and annoying.

A good example of this is on CoachClemens.com, where the author introduces an important subject and just at the time when you have to scroll, you’re riveted and willing to scroll. See how you have to scroll to read the entire article? But the subject is captivating enough that it’s worth it to us, the readers, to do so.


About This Article

This article is from the book:

About the book authors:

John Arnold is the author of E-Mail Marketing For Dummies and coauthor of Mobile Marketing For Dummies.

Ian Lurie is President of Portent, Inc.

Marty Dickinson is President of HereNextYear.

Elizabeth Marsten is Director of Search Marketing at Portent, Inc.

Michael Becker is the Managing Director of North America at the Mobile Marketing Association.

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