On Load Content
If a website is mainly visited by mobile device users it is essential to reduce the amount of onload content to reduce the amount of scrolling required by small mobile device users.
Offscreen Content
When a page has a lot of content it is a good idea to insert some of items so that they are not in view on page load. This can be achieved by using accordions, dropboxes and modals.
An added advantage is that these require action tabs which encourage the visitor to interact with the content which creates interest and a sense of discovery.