
The Power of One-Page Websites

- We have all seen one-page websites in our Internet travels, but are they a trend worth latching on to?
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One-page websites (also known as single-page websites) have been around for a few years and are growing in popularity. They’re super easy to use because, rather than taking you to a different page altogether, navigation at the top will scroll you to a section further down on the same page.
For those who may not know what I’m talking about, google the phrase “single-page websites,” or simply visit One Page Love, a site that showcases one-page website designs.
Please keep in mind that when I refer to a one-page website, I do not mean the long-form sales page. That would be classified as a landing page, as opposed to a one-page website that represents your business.
Now that we have our definitions set, let’s take a look at what makes one-page websites an enticing option…or not.
There are several good reasons for launching a one-page website into the world, as opposed to a multi-page website. Pros include:
While there are several good reasons for adopting the one-and-done mentality with your website, there are drawbacks. Cons include:
You can use a one-page concept for the home page, but also have a full website behind it. This hybrid approach offers the best of both worlds.
Don’t jump on the one-page website bandwagon just because it’s a trend and you want to follow the crowd. If you need an easy-peasy site for your book launch or a local group’s annual fundraising extravaganza, a one-page site will suit you just fine. However, if you run a business with many years ahead of it, don’t try to turn what should be a multi-page website into a one-page website just to save money.
By the same token, if getting found online is at all important to you, don’t opt for a one-page site. Yes, there are best practices to optimize a one-page site for SEO, but it will never compare to having an optimized multi-page site. Ever.
These few points aside, a one-page website can be great, particularly for smaller websites or one-off events. When used appropriately, one-page websites are a trend with staying power.
The ambiguity effect can rear its ugly head without you even being aware of it. It can stop potential customers in their tracks and send them straight to your competitor. Fortunately there is an easy fix to this prevalent cognitive bias. With just a little effort on your end, minimizing this bias can yield great returns for your bottom line.
Business owners can learn an important lesson from Nike’s latest showing at Wimbledon. Mainly that “just do it” should never supercede “just think it through”. In this case, that means designing products with the end-user in mind; which, in the world of web design, comes in the form of user testing or user experience.
Cognitive biases. We all have them. We may even be aware of them. Cognitive biases are the result of mental shortcuts our brains have formed, particularly when making decisions… and marketers, intentionally or not, have been banking on them since the dawn of advertising.