Ironically - I closed the window on this one before scrolling. It was the comments here that cued me to go back and scroll :-) In my experience (from doing a b

Ironically - I closed the window on this one before scrolling. It was the comments here that cued me to go back and scroll :-) In my experience (from doing a bunch of user testing on this sort of stuff) people scroll if 1) they have a visual cue that scrolling is needed/possible; 2) people are motivated enough by their need to carry on exploring. In my case I saw this http://cl.ly/2S1B2P3X1Z1F0x3m0t0N http://cl.ly/2S1B2P3X1Z1F0x3m0t0N - with no obvious cue for scrolling... spent a couple of seconds clicking random things. Left going "meh, wonder if the comments will explain this". The problem of people just not understanding that scrolling was something that you did (yes - they really did exist ;-) has pretty much gone - thank goodness. And "the fold" isn't a thing any more because the proliferation of devices, display sizes and reading contexts means that there are dozens of different folds. That doesn't mean you don't need to pay attention to them any more though - which is something I'm afraid a casual reader will get from this post. As others have already pointed out the 37signals page is very definitely not giving the fold the finger. It has many calls to action - both above and below the folds.... and they've paid attention to those folds (look how the biggest paying apps basecamp & highrise are above the lowest rez fold, look how the design breaks in the middle of paragraphs/images on the most common fold lengths to make it obvious to the user that there is more context if they scroll, etc.) Yes - the idea of jamming everything up above the fold is dumb. It's the designers job to explain that this is an over simplistic reading of a design heuristic. The advice to "Think about the rules before obeying them!" is good though :-)