One of the top WordPress design trends you may have seen in 2022 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 and can be.
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
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 any.
For most mobile device users, scrolling is a natural interaction with their phone whilst 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 simply 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 sales 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 key information which is critical to the sales process.
Every website, whether a traditional multi-page website or a single-page website simply MUST be optimised for mobile devices.
From a functionality perspective, a multi-page website requires the use of a navigation menu or icon, which at times can be difficult 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 badly designed and placed outside of the natural touch area of the screen, or thumb zone.
The Cons of Single Page Websites
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, the user finds it simple to return to where they were by pressing the back button or jumping to the relevant page. On a single-page website, this may not be possible without the user remembering how far they have scrolled so it is imperative that you 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, utilising the use of 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 accordingly 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 on Single-Page Web Design
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 for businesses offering multiple products or services, a multi-page site is highly recommended.
As with all digital marketing and web design efforts, knowing your target audience and what your goals are is vital to ensure that your single-page website is suitable for you.
If your goal is to rank high through organic means, then a single-page website is probably not for you as there are limitations when it comes to being effective and competitive through SEO.
If your primary goal is to reach more people through social media marketing, then a single-page website is ideal as most users on social media are using mobile devices and the flow from social to the website appears more natural. For multi-page websites, I would always recommend a landing page is used for social media which then 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 a lot of effort into our social channels, which is where you may have discovered this post, but we run specialised targeted social media campaigns to drive traffic to the specific services which we provide 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.