Eliminating “False Floors” in Web Design

Thanks to Jakob’s Law of Internet User Experience, we know that user spend most of their time on websites other than yours, which means they prefer your site to work like all the other sites they already know and visit regularly.

This doesn’t mean that your site needs to be exactly like every other site you come across, but it does mean that the design, copywriting, and overall function of your site needs to be similar.

The purpose of your website isn’t to be different. It’s to be clear. Which means you must design for patterns to which users are accustomed.

And what users are accustomed to is engaging with the content on your website that appears above the fold (the portion of the webpage that is visible to users immediately upon landing.)

While the numbers vary slightly depending on the research you’re citing, one of the original research studies on the topic, called “Scrolling and Attention,” authored by user experience godfather Jakob Neilsen, found that web users spend eighty percent of their time looking at information above the page fold.

This doesn’t mean that users won’t scroll to see what’s on the rest of your site, because they will if you give them reason to, and if they know there’s more to see and read, but only twenty percent of their attention goes to content below the fold.

Later, in the same study, Neilsen describes how users decide whether or not to scroll.

“Information-foraging theory says that people decide whether to continue along a path (including a scrolling path down a page) based on the current content’s information scent. In other words, users will scroll below the fold only if the information above makes them believe the rest of the page will be valuable.”

While the importance of above-the-fold content is clear, it’s equally crucial to ensure that your design doesn’t inadvertently signal an end to the user’s journey prematurely.

This is where the concept of “false floors” comes into play.

Just as effective above-the-fold content encourages engagement, poorly designed page elements can create artificial barriers, halting user exploration before it truly begins.

Avoiding False Floors

False floors, also known as false bottoms or illusions of completeness, are a common UX mistake in web design where users are given the impression that they’ve reached the end of a webpage when there is actually more content below.

False floors typically occur due to:

• Large hero images or videos that take up the entire viewport, pushing content below the fold.
• Distinct horizontal lines spanning the width of the page, creating a visual barrier.
• Expansive white space between content elements, suggesting an end to the content.
• Content blocks ending perfectly at the bottom of the screen, creating an illusion that there’s no more content.

Essentially, the user simply thinks they’ve done all they can do, read all they can read, and clicked all they can click—which oftentimes isn’t the case.

Fixing False Floors

The good news is there are lots of ways of dealing with false floors.

To prevent the illusion of completeness and encourage users to scroll, consider the following strategies:

• Avoid full-screen hero content: Ensure that additional content peeks above the fold.
• Use visual cues: Incorporate arrows or other indicators to signal more content below.
• Implement sticky navigation: Keep the main navigation visible as users scroll.
• Create a clear visual hierarchy: Use strong headlines and section headers to separate content.
• Partially bleed content: Allow some content to be cut off at the bottom of the viewport.
• Optimize for mobile: Ensure your design adapts well to different screen sizes.
• Test with real users: Conduct usability tests to determine ideal page length and content prioritization.

When it comes to navigating a website, clarity isn’t just a nicety—it’s a necessity.

By eliminating false floors, you’re not just improving your website’s design, you’re respecting your visitors’ time and attention—and giving them reasons to believe in your business.

As you think about ways to refine your digital experience, ask yourself: Does my site guide visitors effortlessly, or does it create unnecessary hurdles?

In the end, the most effective websites aren’t those that dazzle with complexity, but those that excel in clarity, guiding users smoothly from interest to action.

By prioritizing clear design and intuitive navigation, you’re not just avoiding false floors—you’re building a foundation for digital success.