Description:
While your most important content and call-to-action (CTA) should be at the top of your landing page, you can and should put content below the fold. If done well, longer landing pages have higher conversion rates because they give you the opportunity to elaborate on your offering. This tactic works well for fundraising campaigns, where you can put a compelling lede and clear CTA at the top, then have a list of frequently asked questions or other supporting content below the fold.