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The awful truth about single-page websites

September 18th, 2018 by Bob Bly

A big fad in website design today is “single-page” sites.

This is where, rather than create separate web pages for each
major topic (e.g., testimonials, client list, about the company,
products), where you reach each page by selecting the topic from
a menu …

…all the topics are on one long home page, and you reach them by
scrolling down that home page.

Usually there is also a menu.

But when you click the topic button on a one-page website menu,
instead of taking you to a separate page, it just takes you
immediately to where that information appears on the home page —
eliminating the need to scroll.

Single-page sites are popular today, even “all the rage.” But I
don’t like them, and I recommend most businesses do not use them,
for three reasons:

>> First, and others note that one-page
websites are not good for search engine optimization.

With a one-pager, you usually can’t drive a lot of organic search
traffic via SEO.

The reason is because you won’t have enough content to target a
wide range of keywords and topics.

So if you hope Google organic search to be the key source of new
customers for your business, a one-page website could be your
biggest mistake.

And if you already have a one-pager, and you seek Google traffic,
consider changing your site from single to multi-page.

>> Second, a lot of people like single-page websites because they
find them to be aesthetically pleasing.

Turns out, that’s not a good reason to have one.

According to a study by NN Group, 76% of users surveyed said the
most important factor to them when on a website is that it’s easy to
find what they want.

Traditional multi-page sites make it easy for visitors to quickly
go to the content they seek.

A beautiful design came in a distant second, with only 10% of
users saying the design is first in importance to them when
visiting websites.

Single-page websites were innovated for their cool look, not
their SEO or usability.

>> Third, your prospects prefer to consume content in small
chunks rather than big, huge gulps.

That’s why books are divided into chapter …

Why white papers have multiple sections …

Why CDs have tracks …

Why the high-school day is divided into one-hour periods …

And why symphonies are broken into movements.

Traditional multi-page sites accommodate the visitor’s natural
preference for modular content.

Single-page sites violate it, presenting all the content in one
enormous page that is intimidating to search and to read.

The “4 S” formula says that to make writing easy to read, you
should use small words … short sentences … short paragraphs … and
short sections.

Single-page websites violate the “short sections” part of the 4 S
formula for clear, comprehensible writing.


This entry was posted on Tuesday, September 18th, 2018 at 1:35 pm and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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