Pros and Cons of Single-Page Website
Landing Page (One-Page Website) is a very popular website format, which does not reflect any branched structure. The entire content of such a website fits on one single page and is scanned up and down by scrolling. Nevertheless, an effective tool of Internet promotion is hidden behind the apparent simplicity.
Landing pages are popular with the companies that offer one product or service, a mobile application or consultation, these super streamlined websites are not for any business.
Landing is suitable not for every company and type of business. Before you order the creation of such a site, it is important to realize its main advantages and disadvantages. Sometimes it might even result in serious limitations for implementing business goals.
Pros of Single-Page Website (Landing Page):
- Simplicity. Offering visitors everything they need on one page without a tangled navigation – everyone knows how to scroll.
- Low cost and high speed of the development. Obviously, creating a website consisting of one and single page is much faster and cheaper than making an average business site with a multi-level menu. On average, the cost of a landing page is incomparably lower than of a classic site. That is one of the reasons why single-page pages have gained such popularity.
- Mobile version. It is easy to make an adaptive version, so that design remains largely the same. Most fresh one-page templates are adaptive and usually look great on smartphones and tablets, as well as on desktop computers.
- Uniqueness and design. Giving a landing page its own unique look and feel is much simpler than creating a unique multi-page site. The limited field for creativity allows the designer to focus on one unique solution. Illustrations and texts for landing page are usually prepared in advance. So the designer places all the necessary elements on the page in the proper way.
- The ability to manage the visitor’s attention. A visitor can endlessly wander through a multitude of unpredictable routes on the multi-page website, while the number and order of content perception on a single-page site are set initially. The owner of such a website can be sure that the visitor will receive the necessary information and won’t be distracted by something else.
- The higher conversion regardless of your indicators of registrations, subscriptions, and sales. The funnel of actions on one page narrows with each step. The customer starts the process earlier and moves through it faster.
- Easy to maintain due to only one page. What could be easier than this option?
Perfect landing page design
Cons of Single-Page Website or Landing Page:
- Scalability: If you decide that you want to publish more information like articles or making a full-fledged blog, you can not do this on one page. You will have to make a complete redesign of your site to add navigation elements and sub pages.
- Search Engine Optimization (SEO): Search engines do not trust one page, as it will not be able to reveal the whole topic. In addition, having all the content on the single page makes it difficult to reach all the keywords that could be useful for the search traffic. You can be high on finding the key keywords for your business, but you probably will not be able to cover a few sub-topics and phrases that can beat the more powerful competitors’ content. Only 1-2 queries can be used for the search purposes.
- Difficulties in tracking the social network’s activity. It is easy to share the one-page website in social networks. It is more difficult to determine exactly what piece of information on this page was shared because all the content is provided by one link.
- Bad compatibility with the blog. A blog is a powerful source of traffic, but the symbiosis of a blog and a single-page is a difficult thing to implement. If you have conceived a blog as one of the main components of your site, you’d better use a multi-page website for its implementation.
- Low-effective Internet advertising. Due to the fact that advertisements will lead to the same landing page, their effectiveness will be much lower than in the case of multi-page sites.
- Analytics: It is much more difficult to analyze the website performance of a single page than of a multi-page site. You can look at the page views and conversions to find out what works and what doesn’t on regular websites. If taking the landing page, there is no way to figure out why the visitors leave immediately and reduce the bounce rate. And it’s hard to clarify the strategy when you do not know where you lose your users.
If your landing page is used competently and relevantly, it can bring you a lot of benefits and real profit. In any case, before creating a single-page website, consult with experienced Internet marketers to be confident in the result and protect your investments.
A multi-page site is a project with the future. If you are sure that it will be operating more than one year, or if you have a lot of goods, services, and information on your website, then you should opt for a multi-page site.
TheBest Option: Hybrid Approach
If you have too much content to present your business, consider using a single page template for your home page. Then create other separate pages: help, blog, about and company contacts. You can use sections on the main page to drive traffic to other pages. Here are some examples of the hybrid approach:
- The long main page imitates the single page layout, but the videos and articles open on separate pages. Under each content, there are links to additional pages.
- The website navigation is hidden in a mobile or hidden menu so that the site visually resembles a single-page site template.
- Endless scrolling – where new content gradually appears with the help of animation, when you scroll down. It is a common feature on single page websites.
Most websites need to be updated quite often to follow design trends and introduce the new technologies or services for users. They need long edits and installations to make a new website layout.
And finally, you need to answer promptly to this question: What should my website contain in order to be successful? For some people, it is just one page. For others, the number of pages can reach 50. For most of us, it’s something in between.
See other material on adaptive corporate websites and mobile website creation in the previous article on our blog