Saying that web design has changed a lot in the past 10 years is an understatement. With the advent of smartphones, tablets and smart watches – and the battle for users’ attention spans – designing the perfect site for your company or product has new challenges. One design principle that tackles some of these challenges is the long-scroll site.
The name is self-explanatory; these types of websites offer all content on the same page, with navigation links that “jump” down the page with no extended scrolling needed to find your way. It’s important to note that these sites aren’t the solution for all B2B companies. But if you’ve got a startup company, or are introducing a new product that needs its own site, a long-scroll site may be the best option for you.
First off, users respond well to long-scroll sites. Contrary to previous beliefs, users don’t mind scrolling to learn information. This type of design also offers a smoother mobile viewing experience for users, with less focus on tapping small navigation buttons with your fingers. Additionally, the long-scroll format can lend itself to storytelling. Whether you’re introducing your user to your product, or you’re creating a parallax site that moves people through a story in a visual way, scrolling down a page helps build the narrative.
Using a long-scroll site as your first website often allows you to get a beautifully designed site up quickly, especially if you’re using a CMS with easily scalable themes like WordPress. When you’re ready to expand the site to multiple pages, it’s usually a simple process. We’re currently engaged in this process with one of our Jumpstart clients who is ready to take the next step in their web presence. The long-scroll site format can also help companies who are prone to over-thinking content. You only have so much real estate, so content must be used wisely.
For bigger, more established B2B companies, we’d recommend creating long-scroll landing pages. This allows you to create a targeted and branded environment for a new product offering. Rowland is also in the midst of designing this type of site for a long-time client and partner who is introducing a new software offering. These types of sites can be optimized for search performance, conversions and more.
We encourage you to jump on the bandwagon of long-scroll sites. Like all web trends, it’ll be outdated eventually (remember separate mobile sites and cursor decorations?), but the benefits of this web design style are paying off for Rowland clients and companies around the world.