Among businesses throughout the world (and, possibly the universe), one page websites are becoming increasingly popular. Just take a look at this list of one page websites
from Awwwards. They go by several names – including “single page” and “pageless” web designs.
While there are lots of benefits to using this simple, visual, and text-light design, this doesn’t mean that a one page website is always the right choice, though. A perfect example is Parallax Scrolling – an often-used pageless layout. It emphasizes flat design and responsivity of background images. However, its use is limited to certain templates because of technical aspects of its programming.
Before you implement a one page website, decide whether or not it is right for your business and your unique marketing goals. If the following attributes sound like your business, you will most likely benefit from a single page or pageless web design.
1) Your Business Tells a Story
A continuous scrolling experience creates the perception that you are actually reading a continuous narrative or story. Each section naturally leads to another section because the bottom of each is a cliffhanger to the opening of the next. MayeCreate Design would agree with us on this one.
As a result of no links to other pages, it is necessary to develop interactive features on your website – such as animations or lightboxes. Digital Telepathy discusses this in a recent blog post. Since users are always contained within that single page rather than multiple pages, you can easily concentrate their focus to engaging features. This means that your website is really a funnel to a contact form, subscription, or purchase that gets you in contact with users (UXPin Studio’s blog post). Every story leads to an ending.
2) Limited Content
For businesses with a small number of major products or services, a one page website would definitely be a helpful way to display that information. Without numerous offerings or plenty of content, save time and money by conserving the amount of space on your website (UXPin Studio’s blog post).
Also, straightforward or proprietary service-related strategies benefit from a one page website. If you technically or legally can’t talk for pages and pages about your business, use what suits you. Like shopping for clothes, a small amount of content needs a right-sized website to maximize users’ engagement.
3) Selling Your Business a Whole Experience
Often, businesses sell products or services that nearly always go together. A single page layout is perfect if you usually end up selling your offerings as a package rather than as individual choices.
Users read about all of your offerings on “one page” or within the same space. This emphasizes that your products or services go together.
4) You Want Your Customers to Get Through the Website Fast
It is rarely the case that a business wants users to spend hours or even days visiting and returning to a website. The point is most often to drive profitable traffic to your office or phone, ASAP.
Pageless web designs are effective ways to quickly escort users through a brief introduction before generating meaningful interactions and conversions. WholeGrain Digital will tell you the same.
5) You Want Your Website Cheap
Finally, what probably matters the most to you: the cost of one page websites. Good news! They are often dramatically cheaper than traditional layouts because of the consolidated amount of space and streamlined content (Digital Telepathy’s blog post).
On the Other Hand...
Again, be mindful that a one page website is not right for every business. This kind of web design might make it difficult to track data in Google Analytics and make the time to load your website longer (WholeGrain Digital’s blog post). So, if you’re focused on measuring or analyzing your website’s performance, a single page web design might not be your cup of tea.
In the end: you don’t want to make the decision to use or not use a one page website without the help of digital marketing experts (you know, like the folks on our team #shamelessplug). There are lots of aspects of your business to consider – including those listed, above.