When creating a website it is easy to get caught up in what is possible instead of focusing on what is necessary. What is your objective? What is the one action you would like someone to take when they land on your website? Is it to buy something? Book an appointment? Read an article? Whatever that thing is, your entire design should be focused on eliciting that response. Everything else, for all practical purposes, is a distraction. So how can a single page website help you accomplish your design objective? Let me count the ways…
1. It Uses Storytelling to Inspire Action. Just like in comic books, where a grid pattern of illustrated panels is used to propel the momentum of a narrative, a single web page using interactive elements in a grid layout is perfect for propelling the interest of your site visitors towards the objective you’ve identified.
2. Single Page Constraints Force You to Simplify Your Message. There is only so much room on a single page website. This reality forces you to consider what information is necessary and what is not. Just because you can do or show something doesn’t necessarily mean you should. Keeping everything to one page forces you to keep this in mind, which means you will most likely become a more effective communicator.
3. Scrolling is Intuitive. When on a website one of the single most intuitive behaviors is scrolling. It’s not an accident that Tumblr. Twitter, Facebook, Pinterest and more all use something called “infinite scroll” to keep you on their platforms. It just makes sense. You scroll down, there’s more, so you scroll down some more. As I’ll explain in my next point, this process is easy to take advantage of.
4. Single Pages Convert. On a single page website there is only one way to go, and that is down. By carefully crafting the sequencing of your page elements and limiting the number of links or clickable objects, you can more easily guide visitors towards the exact action that you want them to take. This is why single page websites and/or what is commonly called a landing page convert so well.
5. There is Less to Manage. Many people shy away from getting a website altogether because they don’t want the hassle of having to maintain it or pay the expense of hiring someone else to do the same. With a single page website there is less information to update and only one page to build/maintain. You can more or less leave it be once you’ve got it the way you like it. Just so long as you check in often enough to update your WordPress core, themes and plugins of course.