If they don't MAKE you want to scroll down, many people will not. This is a very real distinction that should be included in these fold discussions. Many of t

If they don't MAKE you want to scroll down, many people will not. This is a very real distinction that should be included in these fold discussions. Many of these pro/con arguments fail to take into account the content of the page that is above the fold. If the content above the fold does not visually lead you to the conclusion that there is content below the fold, users will not go there. I'd bet that many people did not know to scroll down on the author's site because what's above the fold doesn't tell the user that there is content below it. Had the author, say, moved the text down so that it was bisected by the fold, more readers would scroll. Things like horizontal lines and paragraph endings just above the fold signal to the user that the page is "done." Other cues, such as bisected text or obviously bisected images, tell the user the opposite.