Stay above the fold on your web pages

'Above the fold' is the section of a web page that is visible without scrolling. (It originated from a newspaper when you see the top part when the paper is folded.)

On your web page, put your most important content [above the fold]. That way it gets seen more, and clicked more. (We all like visitors to click almost as much as we like them to buy!)

Yes, we are used to [scroll bars] and scrolling on a deep page is no real effort BUT any content just below the fold only gets seen 60% as much as content above the fold. Content that sits further down below the fold can reduce down to as little as 10% depending on the page depth.

Summary: OK, deep web pages are unavoidable, just keep your best content/text/banners/links above the fold.