Here are a few good and bad things about a one-page website. The truth is that a one-page website can be leveraged very well in the right hands. But, even a well-crafted website is going to have its negative sides. Here are a few pros and cons of using a one-page website design.
Con – The details you can give is limited
You do have limited space, which is a good and a bad thing. It is good because the reader will have less content to ignore, it is bad because you may have a lot of marketing messages to give off, and you will have little space to do so. The amount of information you can convey on one web page is severely limited, and you cannot forget that your page needs to be promotional. The reader needs to take one look at your page and decide to visit your store/business or to contact your business.
With just one page, you are relying on that page to have a very high conversion rate. On the one hand, this will mean you have to concentrate all of your efforts into making one page perfect (which is not a bad thing), but on the other hand you are putting all of your eggs in one basket (as the saying goes). This will mean that if your single page website is not very good at converting viewers into potential customers, it means you are going to “waste” a lot of traffic (wasted compared to how the traffic may have been converted).
Pro – They are very easy to design
This cannot be argued. A one-page website means that you may devote every minute of your page design process into making this one page perfect. You will not need to spread your efforts between a large number of pages. Even the time you save by not having to inter-link a large number of pages, may be used to design your web page.
Con – You only appear once in the search engine results
This is a half-truth. If you type in one search term into a search engine, then your website may appear. If you type in a different search term then your page may appear again. However, it is only going to appear once on one search engine results page. If you have a number of pages, then it is possible for more than one page to appear on the search engine results pages.
This does not mean that your website is going to be dwarfed by your competitors if people type in a search term that is relevant to your website. You website may appear besides a search engine link to your Facebook Fan page, and another to an article that mentioned your company, etc.
Pro – It acts as a good online flyer to have people visit your business
If you look upon your one-page website as if it were an online flyer, it may help you to focus and plan your online marketing. It is very easy to become lost in a sea of links, adverts and social media when trying to market a one-page website. If you look upon your website as an online flyer, you will not feel the need to keep changing your website. Updating it and changing it routinely is not a bad thing, but this should not be dictated by marketing campaign.
Another benefit of the “online flyer” mindset is that it reminds you to focus your energy on getting people to visit your store/business, instead of visiting your website. Many people become wrapped up in getting people to visit their website, to the point where all of their online marketing revolves around it. With an online flyer, you can make your off-page marketing all about getting people into your store/business. The link to your site may then become nothing more than an SEO booster, or a means of giving people your contact details.
Con – Your Google analytic results are limited
As you can imagine, you only get results for one page. Analytic results are often used to measure the effectiveness of a campaign, but the results you will get from a one-page website may be very distorted.
A larger website may have a home page with a large bounce rate, a few sections that are rarely attended and a few sections that are popular. When you have a one-page website, you cannot distinguish between the three. How do you know if your web page has a high bounce rate because of poor off-page adverts? How can you tell if it is popular or if it is simply funneling traffic that is not really interested in your business?
Pro – It is easy to update frequently
There is less content, which means there is less to update. You can concentrate all of your efforts into updating one page, and then you are finished. Because there is less to do, it means that you can update your website more frequently.
Con – It is hard to test your PPC trial and error campaigns
Many people use their website analytics to test their PPC adverts. This may involve building a number of landing pages and then seeing which ones gain the most traffic and the most conversions. You cannot do this with a one-page website.
Pro – The SEO is very easy
There is very little to do, and so the SEO is very easy (it is also very quick). You may spend more time researching the best keywords and the best SEO techniques.
Con – There is little incentive to keep visiting
Sadly, once a person has seen your website, they have little reason to come back. You will have to assure the reader that your site will change every month if you want them to return.
Pro – The user may find what they want very quickly
Basically, all the information you have to offer is on one page, so finding whatever information you have to offer is very easy. You could ask people to come in and visit you, or to contact you, if they have any queries.
Author bio:
Korah Morrison, writer on College-Paper.org that helps students achieve their academic goals.
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