So you’ve got a long page... how can you encourage users to scroll down it?

Piranha Designs - Thursday, July 26, 2018

While split tests have often shown that it’s better to make a page long than short, there’s one potential downside: you won’t feel the benefit if the reader isn’t aware that the page is long.

You won’t want to put a lot of hard work into creating the perfect long page, only for the visitor to not realise that they can scroll down further, or even wish to scroll down.

Defining the ‘fold’

You might well have come across the term ‘above the fold’ quite a bit when researching all things web design. It refers to the part of the page that a user can see without scrolling.

However, the fold isn’t always in the same place for different users. Instead, its position can be impacted by such factors as the user’s screen resolution, the number of bars – such as toolbars – that they have open in their browser, and whether they have zoomed in on the page.

That’s before you consider the even greater complexity brought to the issue by the ever-increasing variety of mobile and tablet web browsers these days.

But there are ways to get your users to scroll

Given such factors as the variability of the position of the fold, it’s fair to say there’s no single, universal solution to the issue of how you can encourage visitors to your long pages to scroll down.

There are, though, proven strategies that you can try. You could incorporate a distinctive background into the top, left and right-hand corners of your page, for example, so that it’s obvious to the reader when they still need to scroll down further to reach the bottom.

Alternatively, you could be a little less subtle, by actually asking the reader to scroll down in your sales copy – explicitly saying “Please scroll down for...” or words to that effect. Remember that users are more likely to follow such an instruction if they are given a clear incentive to do so – for example, if you have a discount code or a download link for a useful PDF to give to them.

You might even go as far as incorporating a ‘please scroll’ graphic just above the fold. You could simply place it where most of your visitors’ folds lie, or add it to a freestanding object attached to the bottom of the browser window. The latter tactic will ensure the graphic is always seen at the bottom of the reader’s screen, regardless of their screen resolution.

Why not talk to us about website design?

Long pages can certainly deliver great results for your organisation, but it’s vital to ensure your readers are quickly made aware of their length and are encouraged to scroll down them.

If you would appreciate the highest-quality bespoke web design services, don’t hesitate to get in touch with the Piranha Designs team, so that we can discuss with you the best route forward.

It’s not impossible to compete for search rankings with the big boys

Piranha Designs - Thursday, July 12, 2018

Every business active online aspires to the highest search engine positions for the most popular and relevant terms – whether those are ‘health food’, ‘estate agents’, ‘country house hotel’ or something else entirely. 

But of course, only a limited number of organisations can achieve first-page results for certain terms at any one time – in much the same way as not every company can afford to have a store on London’s Oxford Street or New York’s Madison Avenue. There’s just too much competition, which pushes the cost of that sought-after space to stratospheric levels. 

It’s a similar story when it comes to the most competitive keywords online. It’s the very biggest companies that tend to occupy the loftiest positions, as those are the ones that can plough eye-watering sums into their SEO and PR budgets. 

So, is there any way around this?

If, like the vast majority of online firms, you aren’t an Apple, Facebook or Coca-Cola, there has long been a widely accepted wisdom that you can’t expect to compete against the heavyweights – or at least, not by trying to play the game the same way they are. 

There are, though, quite a few strategies that could deliver you success – even on a par with much better-established and well-known brands than your own. 

One of these has long been to aim to rank well for less popular keywords which, when taken together, could give you search traffic similar to what you could achieve from ranking well for a single, more popular search term. 

You’re likely to have a much better chance of attaining good rankings for ‘coffee shop in Camberwell’, for example, than ‘coffee shop in London’ or even ‘coffee shop in south London’. 

But it doesn’t stop there...

You see, there are always examples that you can find of brands emerging seemingly from nowhere, having only been founded a few years ago, but somehow rising quickly to give many of the big boys a bloody nose. 

Consider a brand like Fashion Nova, for instance, which has been noted for its ability to sometimes rank highly for competitive single-word keywords like ‘fashion’, despite its ecommerce site having launched as recently as 2013.  

Sites like these put often much wealthier competitors in the shade through a variety of strategies, but often by targeting demographics and requirements that the bigger names ignore – such as, in the case of Fashion Nova, the underserved minority and plus-size markets. 

These comparative minnows’ successes indicate that you should never be too fatalistic about your chances of competing with bigger names in your field. There may be all manner of neglected audiences that you could target, which is why you should also be looking to the social channels where those audiences are likely to be active. 

Then, of course, there is the difference that a suitably comprehensive search engine optimisation and marketing package from a trusted web marketing agency can make – and there are quite a few such plans that we can offer you here at Piranha Designs. 

Ask us today about our Bronze, Silver, Gold and Platinum SEO packages encompassing all of the elements – including keyword research, page optimisation, guest blogging and more – that could empower you to deal some serious blows to much bigger names in your industry.

5 parts of your site where you may look to inject humour

Piranha Designs - Wednesday, July 11, 2018

Anyone who has ever felt better as a result of adopting an amusing perspective on an otherwise difficult situation will know just how important humour is in day-to-day life. It is uniquely human, and can have various benefits for one’s health, such as reduced stress and a heightened tolerance for pain.

You may therefore be interested in learning which parts of your website design may be most improved with some tasteful and well-judged doses of humour. Well, here are a few suggestions.

The ‘About Us’ page

This is the page of your site that many visitors will look to for a sense of the ‘human’ side of your brand, which could make it ripe for an injection of humour if appropriate. You could have images of your staff, for example, adopting wacky poses or even wearing funny outfits.

News and update pages

These are parts of your site that can feel a little grey and tedious, especially when you have important, but otherwise boring news to share. You might want to take a look at the changes and updates feed at Slack, for example, to see how a lightly humorous style can help to make those important news developments sink in better with readers.

The ‘404 error’ page

It’s frustrating to find yourself at a dead end when you are looking for a particular product, service or page online. A well-done humorous 404 page can therefore be helpful for lessening some of that frustration. However, it’s equally vital to pair any ‘jokey’ error 404 content – many examples of which are brought together in this Usabilla blog post – with a means by which the visitor can get to what they were looking for, such as a search box or navigation link.

The chatbot

It is becoming increasingly customary for chatbots to be used in website designs for organisations in almost all industries. Given that a chatbot is, after all, effectively there to replace a human, you should consider ways in which yours could be given a more ‘human-like’ personality, as may be achieved in part with some well-judged humour.

Blog posts

A website’s blog has long been a key frontier for businesses seeking to give their online presences a dash of down-to-earth personality. Humour – including in bullet points and embedded media such as images and video – can certainly be incorporated to great effect in blog posts. However, a generally relaxed conversational tone can have a similar impact. In short, we would suggest that when in doubt, you go for the subtle rather than laugh-a-minute approach.

It’s important to follow the principle of ‘with great power, comes great responsibility’ with your use of humour in your web design – not least as there are definitely instances in which using it at all could damage the user experience and by extension, your brand.

Nonetheless, humour – when handled well – can be a key weapon when you are seeking to make more of the right impact with your target audience. Contact the Piranha Designs team today, and we can discuss with you in greater detail all of those little touches that could help to elevate your custom web design from ‘good’ to ‘great’.


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