Single-page web design: Advantages and Disadvantages.

Single-page web design: Advantages and Disadvantages.

Once Thought Taboo Within The Web Design Industry, The Increased Use Of Mobile Internet And Smartphones And Changes To The Way That Google Now Ranks Your Website Have Flipped The Design Concept From Multiple-Page Web Design To One-Page Web Design.

One of the top WordPress design trends you may have seen in 2023 is the re-emergence of the single-page web design. Once thought taboo within the web design industry, the increased use of mobile internet and smartphones and changes to the way that Google now ranks your website have flipped the design concept from multiple-page web design to one-page web design.

The single-page web design can be very effective for businesses whose primary focus is B2C, especially those offering a single service or product, as it allows you to control the customer’s journey through your entire sales process.

In this post, we’ll provide an all-encompassing rundown of the pros and cons of a single-page web design for your business and how to improve your digital marketing and ranking chances.

THE PROS OF SINGLE-PAGE WEBSITES

Usability

Simplicity is key to a single-page web design.

Navigation around your site and searching for information can sometimes be confusing and viewers can easily drop off the site rather than go back to a previous page.

With a single-page website, navigation is simplified simply because there isn’t one.

For most mobile device users, scrolling is a natural interaction with their phone while viewing a website. There’s no more jumping from one page to the next or struggling to find the right page in the extensive navigation menu, the user scrolls up and down to the relevant section.  

Control The Flow

A single-page design lets you easily control and guide your user’s journey through your website.

Every successful business has a sales process and funnel, a way to monitor and control your customer’s journey from being a prospective customer to a paying client.

With a single-page web design, you guide your customer through your entire process all on one page gaining their attention and interest, building up their desire to purchase and encouraging them to take a desired action or purchase.

With a more traditional multi-page website design, you must rely on the users to move around your site from page to page, which means you no longer control the process, and the customer may easily miss out on crucial information critical to the sales process.

Mobile First

Every website, whether a traditional multi-page website or a single-page website MUST be optimised for mobile devices.

From a functionality perspective, a multi-page website requires a navigation menu or icon, which can sometimes be challenging to use on a mobile device, especially if the page is not optimised. A single-page website removes this problem and is inherently mobile-optimised simply because the user has to do fewer things to move from one section to the other as the user can use any part of the screen to scroll up and down rather than trying to press a specific button, icon or link which may be poorly designed and placed outside of the natural touch area of the screen, or thumb zone.

The Cons of Single-Page Websites

Becoming Disorientated

One of the most important factors to consider is making sure that your user doesn’t become lost whilst scrolling, ensuring that there are clear breaks in between the various buying cycles, especially on longer single-page websites.

On multi-page websites, users find it simple to return to where they were by pressing the back button or jumping to the relevant page. This may not be possible on a single-page website without the user remembering how far they have scrolled, so you must have clear and definitive breaks between each section.

To accomplish this, you can utilise automatic snap-back zones, where the page will freeze momentarily at each scroll, employing white space and clear markers between sections.

Impact on SEO

Compared to a multi-page website, maximising your SEO efforts on a single-page website is going to be much more difficult.

Ensuring that all your desired keywords are optimised within a single page can be a daunting experience for even the most competent content writer without the content reading unnatural and spammy with keyword stuffing.

Your page titles, meta descriptions, content images and alternative descriptions will be much less than a multi-page site, which can easily be separated according to the desired keyword which you wish to rank for; however, on the plus side, your page authority may be higher as a single-page website will always have a 1:1 ratio of the link to page, as all traffic will go to the single page.

Summary of Single-Page Web Design: Pros and Cons

A single-page web design is not suitable for all businesses; as stated at the beginning, it may be ideal for those offering a single product or service, but a multi-page site is highly recommended for companies offering multiple products or services.

As with all digital marketing and web design efforts, knowing your target audience and goals is vital to ensure that your single-page website suits you.

If your goal is to rank high through organic means, then consider all aspects of Single-Page Web Design: Pros and Cons as a single-page website may probably not be for you as there are limitations when it comes to being effective and competitive through SEO.

Suppose your primary goal is to reach more people through social media marketing. In that case, a single-page website is ideal as most users on social media are using mobile devices, and the flow from social media to the website appears more natural. For multi-page websites, I would always recommend a landing page for social media, which directs the user to the main website for closing the deal.

Here at Twisted Spire, our primary focus is to be found organically through search engines, with our multi-page website being optimised for each service we offer. A single-page website would not be suitable for our business.

We’re active on social media and put much effort into our social channels, where you may have discovered this post. Still, we run specialised targeted social media campaigns to drive traffic to our specific services, such as website design and digital marketing.

When working with clients, our initial discovery meeting will cover their goals and targets, and we will suggest the best path tailored for each client. If you would like to find out more, contact us.

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