Increased convenience and control over the user experience—these are the key advantages that single-page websites offer. With the rise of social media shopping tools that require easy site navigation and an increase in mobile users, single-page websites have a special place in today’s digital marketing ecosystem.
The Benefits of a One-Page Website
Simplicity of Experience
One-page websites have linear navigation. This creates a predictable flow of information for users. Users can simply scroll down the page to get access to all its content. No need to click, tap, or navigate to other pages. This makes single-page websites ideal for connecting with an audience in as few clicks as possible.
Actionable Information
Single-page websites are the best way to provide users with just the right amount of information leading toward calls to action. So whether the single-page website is the main business website itself or a landing page for a campaign, these websites deliver actionable information to users.
Straightforward Analytics
Single-page websites are just as straightforward in their analytics as they are with the user experience they offer. Marketers can use A/B testing on single-page websites to see what tracks best. Monitoring scroll stops or scroll depth will also give actionable data for straightforward conversion rate optimization.
“Scrollytelling” for a More Powerful Narrative
Single-page websites are an ideal tool for presenting an immersive and interactive story. Written content, audio, video, and animations can all work together within a single-page website’s linear flow. The right use of these elements adds depth and meaning to a brand’s message or story.
Best Use Cases of Single-Page Websites
Landing Pages
One-page websites are ideal landing pages for a variety of campaigns. These pages are straightforward and are best for highlighting a single idea or pitch. They are best used for promoting a product, an event, or a one-off deal. They are perfect landing pages for PPC campaigns, email campaigns, and social media shopping.
Portfolios
When potential clients scroll through portfolios, it’s a journey of getting to know the artist or professional better. A single-page website allows users to scroll through past works with ease.
Restaurants
By scrolling through the entire website, a user can better understand a restaurant and its cuisine much more quickly. They’ll gain a deeper understanding of the brand without having to navigate away from the home page.
Examples of Well-Designed One-Page Websites
1. Anna Jóna | Cafe, Bar, & Cinema
This single-page website by Anna Jóna is an example of immersive scrollytelling. Scrolling through this page takes users on an interactive visual journey of going through the establishment’s entrance and seeing the place for the first time. This single-page website creates a feeling of anticipation as it is launched before the restaurant’s opening.
2. Weglot | Software Company
Weglot’s single-page website is able to deliver a powerful narrative about the importance of having a multilingual site—and how easy this can be accomplished with their software.
The whole journey takes users through interactive data visualization, fun and immersive animations, and superb graphic design.
3. Mancini & Co. | Custom Jewelry
Mancini & Co. made a highly immersive single-page website to take users through the one-of-a-kind experience of having custom jewelry made. The customizable ring can be viewed from a variety of angles. The site also features high-quality animated product imagery that makes the ring feel as though it is just within reach. The page is complete with music and an option to turn on night mode for higher contrast.
Providing the Best Experience with Single-Page Websites
Starting with a Strong Vision
Single-page websites are about creating a journey that delivers value. This can only be accomplished by starting with strong customer insight. Rich media and animations are only meant to improve the experience and encourage memory retention—but the insight behind the narrative is what gets customers hooked.
Splitting Content into Small Blocks
Single-page websites should not have walls of text. This can quickly bore users. By splitting content into smaller sections and using a visual hierarchy to highlight important points, users will be engaged while they read through written content on a single-page website.
Engaging Users with Animation and Visualization
Animations and visualizations are tools for emphasizing key parts of the message or story on a single-page website. Together, these elements can showcase interactive and meaningful content that users will enjoy and remember.
Avoiding Overload
Though visualizations, animations, videos, and audio create a more immersive story, designers and developers need to avoid overloading pages with rich media. This can slow down the website’s loading time which will negatively impact the website’s bounce rates. Too much unnecessary rich media can also sabotage the experience if it becomes too overwhelming for users.
Should Your Site Be One Page?
While single-page websites tend to be beautifully designed and create really simple user experiences, the likelihood of it being the right solution for your business is low. There are very specific use-cases for single-page websites, so while we don’t recommend this approach for every brand, we’re keeping our eye on this trend in 2023 to see where it goes!