A big trend in web design, mostly from 2012-2014 was to have a ‘scrolling website’. A website in which you had no pages, but all of the content was displayed on a never ending home page.

Bad example: https://thegrid.io/
Considering this is “AI” it’s the worst website I’ve ever seen.

Site design
– Long scrolling websites are a passing fad from 2013-2014, which was lead by designers, and not data scientists.
– Mostly hurts SEO.
– Designs like this forget people without a trackpad. The super small scroll bar is not present.

Search engine optimization
– Due to the nature of the design, your SEO is hindered by several factors:
– Bounce rate is 100%
– Statistically, people don’t scroll
– Due to no inner pages, a keyword strategy cannot be applied
— Rank for less words
— No unique titles and meta descriptions
— You’re ranking for 1 page, not several
– Cannot create cohesive idea for each page and homepage suffers from too many ideas

Sales
– No depth. You cannot see what pages people were most interested in. Example.

Usability: people don’t scroll, seriously. See our page, as well as top analytics company Crazy Egg, KISS Metrics, as well as Shopify.

Solution
– Don’t use scrollers
– If you do, use AJAX and SEO. This creates the illusion of a scroller, but gives you the benefits of single pages. An example is here.