One Page Websites – Why they seriously work.

Websites have become part of our lives to the extent we take them for granted. Every business, no matter the size, should have a website promoting and, where necessary, selling its goods or services. Websites are also used by municipal corporations, by schools and colleges, and by many other non-retail users. In this article, we are considering the merits of one-page websites. We will look at who uses them and why, and talk about the single page site in comparison to a traditional multi page website. Let’s start by outlining what a one-page website is.

One Page vs. Traditional Websites

We are all familiar with a traditional website layout: The Home page, then the various sections outlining services and products, an About Us page and so on. Websites can run to many pages – often necessarily – and for the user, that can become a bit tiresome. However, it’s important to consider a multi-page website, as they do have some advantages over the single page version, such as:

  • Easy to Expand – as your business grows and you add more products or services, it’s easy to add pages to a traditional website and keep your customers informed.
  • Familiarity – a multi-page website of the traditional design is what people expect, mainly because – as we mentioned above – we are all so familiar with the general layout.
  • SEO – a traditional website lends itself to search engine optimisation thanks to containing more content, and this is something that should not be overlooked.

Those are the three major benefits of a traditional website, and they are genuine benefits. So, why are people using single-page websites?

Before we go on, the single page site is not for every business. If you have hundreds of products to sell and they change regularly, for example, it stands to reason you will need more than one page. But, for some businesses – especially those that are smaller – a clean, tidy, and smartly designed one-page site may offer the following advantages:

  • Simplicity – one page is just that, and it makes it a lot easier for consumers to scroll down a page with information clearly presented than to have to navigate a full website.
  • Clean and Attractive – a single page website can look visually arresting and engaging, you can see some examples of designs here.
  • One Touch – users get direct to the point with one-page sites, and there is evidence to show that they encourage greater conversions to the tune of more than 35%.

The above three benefits of a one-page website are interesting and encouraging, but there’s something we haven’t mentioned yet – the mobile phone. Handheld devices, smartphones and tablets, are the main method of browsing for products and services nowadays. A single page site lends itself perfectly to a smartphone as users are used to scrolling down the screen to reach the information they are looking for. This alone is a reason to look at one-page websites for your business, especially if many of your conversions come via local searches.

Should you be looking at a one-page website? That depends on several factors, so let’s move on and see who is most likely to benefit from such a design.

Should You Choose a One Page Website?

The one-page website has become more prevalent in the current era, and that’s mainly for the reasons described above. If someone is searching for a local service – let’s say a taxi service – they want to get to the point. A single page website with the name, number, and perhaps a menu of standard prices, is all that’s needed to give the consumer exactly what they want and need. That is something that your customers will appreciate, especially if they are using the website on the move. No need to go through several pages, they get straight to the point.

Another advantage of having less content rather than more is that people do not tend to have long attention spans. When browsing online – and on the move – you’ll find they like to get through the blurb as quickly as they can and, once again, get to the point. The single page site allows them to see everything they want in one go, and it’s also much easier to optimise a one-page site for mobile use.

As for the business owner, the one-page website is ideal for those who don’t possess great technical knowledge in terms of website design and management. There is just one page to keep updated, and it can be done easily and quickly. You can also add a blog as an independent add-on, which makes giving your customers something fresh to read regularly a lot easier.

Small businesses are using one-page websites because they are simple to use, effective and get to the point – that is, the consumer opens the site, sees what they need and either calls or visits as  result – and they are highly effective at turning leads into conversions. They are not suitable for online stores that have many different products, or for businesses where you need to give examples of your services in detail. Is this the route for you?

Conclusion

The single page website is very much in trend at the moment, as many smaller businesses – those with a specific product or service to sell or inform the consumer about – have come to realise that they do not need a complex alternative. The reader is given just enough information to tell them that they have found the right source, and to inspire them to move forward with the transaction.

One-page sites are easy to maintain and have been shown to improve conversions by as much as 37.5%, and they can be designed to look visually impressive and engaging. If you don’t need several pages for product descriptions, it may be that a one-page website is the cost-effective and efficient option for your business.

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