A friend came to us last month and lamented that she didn’t like her single-page website. She asked for our opinion about what she could do as she had just redesigned it not too long ago but was frustrated that the website wasn’t helping her business at all.
During our consultation, she admitted she didn’t know any better when she agreed to her web designer’s suggestion last year.
Initially, she was convinced that it was easier for her website visitors to scroll down a long website rather than click to go into multiple web pages. Anyway, her web designer said it was important to have a quick and visually appealing website. But a few months down the road, she realized her single-page website was not helping her at all.
She couldn’t showcase her unique story or the custom products she could create for her customers. She couldn’t elaborate nor make the case as to why she was the better, preferred business. And with that decision, she was now at a crossroads. Should she stick with her single-page website or start all over again with a multipage website?
Yes, your website serves as the virtual front door to your business. It’s the first impression potential customers get and it can significantly impact your online presence and success.
When it comes to website design, one decision you’ll need to make is whether to opt for a single-page website or a multipage one. A multipage one is a website with a number of pages, each with its own content and images. A single-page website is one where everything is on one long page (and a long mobile scroll!).
Each has its own set of advantages and disadvantages, which we’ll uncover in this blog post.
We’ll compare the two approaches in terms of SEO, thought leadership, establishing credibility and the perception of your business. Finally, we’ll offer a pragmatic opinion on which one is better for your business.
The Pros and Cons of Single-Page Websites
Pros:
- Simplicity: Single-page websites are minimalist and straightforward. They provide a clean and concise user experience, making it easy for visitors to find the information they need without navigating through multiple pages.
- Faster Loading Times: With fewer pages and less content to load, single-page websites tend to have faster loading times, which can enhance the user experience and reduce bounce rates.
- Mobile-Friendly: These websites are inherently mobile-responsive, making them well-suited for users accessing your site on smartphones and tablets.
- Engaging Storytelling: Single-page websites can use scrolling as a narrative tool, guiding visitors through a story or product journey, which can be engaging and impactful.
Cons:
- Limited Content: Single-page websites can be restrictive when it comes to content depth. If you have a lot of information to convey, it can become cluttered or overwhelming.
- SEO Challenges: It can be challenging to optimize single-page websites for a variety of keywords, as you have limited content and headings to work with.
- Navigation Issues: Users might find it frustrating to scroll through a single, long page to find specific information, especially if they are looking for something deep within the content.
- Reduced Scalability: As your business grows and you need to add more content or features, a single-page website may become unwieldy and less effective.
Single-Page vs. Multipage Websites: A Comparison
1. SEO
Single-Page: SEO can be challenging with a single-page website because you have limited space for keywords, meta descriptions, and content. It may be harder to rank for a variety of search terms.
Multipage: Multipage websites have more room for comprehensive content, allowing you to target a broader range of keywords and improve your chances of ranking higher on search engine results pages. Additionally, you can create dedicated landing pages for SEO campaigns.
2. Thought Leadership
Single-Page: Single-page websites can effectively convey a specific message or story but may struggle to showcase a diverse range of content that establishes your authority in a particular industry or field.
Multipage: Multipage websites enable you to create separate pages for blogs, case studies, whitepapers, and more, which can help establish your thought leadership through a diverse content strategy. You can demonstrate your expertise on various topics, further enhancing your credibility. We helped a doctor showcase his expertise using case studies.
3. Establishing Credibility
Single-Page: While single-page websites can be visually appealing and provide a unique user experience, they may not always convey the depth of content and information that can establish trust and credibility.
Multipage: Multipage websites can include dedicated sections for testimonials, about pages, and detailed service or product descriptions, which can enhance your credibility in the eyes of visitors. You have the space to showcase your achievements, certifications, and client success stories. We’ve used this to help an ESG consultant highlight her expertise.
4. Perception of Business
Single-Page: Some users may perceive single-page websites as limited in scope and less professional, especially if they are used to navigating multipage sites.
Multipage: Multipage websites often provide a more comprehensive and professional image, making users feel more secure and informed about your business. They can navigate through your site with ease, finding the information they need without frustration. We use this ourselves in our own podcast website.
5. Content Organization
Multipage: Multipage websites allow for more structured content organization. You can create a logical hierarchy of information using menus, subpages, and categories. This makes it easier for visitors to find what they’re looking for quickly, improving user experience. You can see how we did it here for a luxury watch restoration business.
6. Diverse Landing Pages
Multipage: Multipage websites enable you to create specific landing pages for various marketing campaigns, products, or services. This tailored approach can significantly improve your conversion rates and the effectiveness of your online marketing efforts.
7. Improved Analytics
Multipage: With multiple pages, you can track user behavior and engagement more effectively. You can gain insights into which pages are most popular, where users drop off, and what content leads to conversions. This data is crucial for refining your digital strategy.
We know our second most visited page is our About page after Home, specifically Our Story. We know this because our website is multipage. So what does this mean for us? It means we are regularly updating our About page so that prospects read the freshest information about us.
8. Enhanced Mobile Responsiveness
Multipage: While single-page websites are inherently mobile-friendly, multipage websites can be designed with mobile users in mind as well (all our websites are mobile-friendly as well as desktop-friendly). Responsive design techniques can ensure that your content looks and functions optimally on all devices.
9. Scalability and Future Expansion
Multipage: As your business evolves, you may want to introduce new products, services, or features. Multipage websites can easily accommodate these changes without becoming cluttered or confusing for visitors.
10. Comprehensive Contact Information
Multipage: Multipage websites allow you to create dedicated contact pages with various contact options, such as phone numbers, email addresses, contact forms, and even interactive maps. This makes it easier for visitors to get in touch with your business.
Check out how we did this with another doctor’s website. The more contact details you offer, the more credible you become in the eyes of your prospects! Include a map to your office or store and it ramps up your credibility even more!
11. Better Security
Multipage: Multipage websites often have more robust security options, as they may require various user roles and permissions for content management. This can help protect your site from potential security threats.
12. E-commerce Capabilities
Multipage: If you plan to sell products online, a multipage website is typically the better choice. It allows for the creation of dedicated product pages, shopping carts, and a seamless checkout process.
You can only sell one or two products on your single-page website but you can sell a lot more products with precise categories (again, helping visitors find information fast is key in any website) if you have a multipage website such as this ecommerce website.
13. Trust and Authority
Multipage: A well-structured multipage website can convey a sense of professionalism and authority. Visitors are more likely to trust businesses that invest in a comprehensive online presence.
While single-page websites have their place, especially for specific creative or storytelling purposes, multipage websites offer a broader range of advantages and enhanced perception for most businesses.
The websites we strategize and develop for our clients are always multipage websites.
They provide better content organization, improved analytics, mobile responsiveness, scalability, and enhanced trust and authority—all of which are essential for building a robust online presence, attracting visitors and achieving business goals.
When considering your online strategy, a multipage website is often the most pragmatic choice especially if you’re aiming for long-term visibility, credibility and business growth.
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