A One-Pager is a Single Page website with no additional pages like About, Team, or Services. All the content sits within the same webpage, traditionally in a long-scrolling layout.
The beauty of a One Page website is it usually tries to promote one thing in an uncluttered, direct manner.
“Single page websites aim to provide just the right amount of information for a user to make a decision and act on it”
More and more organizations are opting for single-page websites, and there are a number of good reasons to go for it. So why the debate?
Improve user engagement
The attention span and patience of internet users have never been shorter.
We don’t want to have to trawl through complex websites to find the information or products we need. In fact, the average web user will stay on a web page for just 15 seconds, so the sooner you can get your message across the better.
By condensing all of the most important information onto one page you may be able to retain the interest of fickle visitors more easily than if your website was made up of multiple pages.
Of course, simply cramming everything onto one page won’t benefit user engagement if it’s not designed well.
Easier to tell a story
With a one-page web design — if structured well — you can control the order in which users consume the information better than on a multi-page site.
Users tend to jump from one web page to another, potentially missing out on content that is crucial in the conversion process. Utilising a single page, you can clearly direct website visitors along that conversion path.
A strong design delivered quickly
The design and development of one-page websites are inevitably much quicker and cheaper than for multiple-page sites.
Ideal for mobile devices
Single-page websites are much easier to optimize for mobile. They are also much easier to navigate, with users only having to scroll to find the information they need — an action we’re very used to thanks to the likes of Facebook, Twitter, and Instagram.
SEO (Search Engine Optimization)
Most organizations want to rank organically for a number of keyword phrases on Google. After all, most organizations do/sell more than just one thing, and often in more than just one location.
Unfortunately, One-Pagers only have a single title tag, meta description, and URL to make use of.
A single-page website won’t allow for you to incorporate a blog either.
Page load time
Google confirmed way back in 2010 that site speed was a ranking signal, and this is another speed bump for one-page websites if there is too much content.
If all of the information that would otherwise be spread across many pages is on just one — videos and graphics etc. — it could become pretty large. The more content and data a browser has to download from the server, the longer it takes to load.
This not only negatively impacts your SEO, but it also seriously damages user engagement.
Not suitable if you have lots of info to share
Some companies need a lot of content to explain their offering and if this is the case for you then a single-page website might not be suitable.
You don’t want to overwhelm your audience with too much information all in one place as this is one surefire way to kill user engagement.