Having an online presence for your business, whatever its profile, is no longer an option, you need a website. If you want to get customers’ attention quickly, you have to communicate with them in the fastest and most efficient way possible.
And what is the most effective communication channel today?
Of course, the online environment.
That’s why it’s important to have a website where you can explain everything about yourself, your products or services; in short, you need a website where you can make your brand known and implicitly your business vision.
And if you are at the beginning of the road, you are probably faced with an important decision: what to choose, a one-page website or a multi-page platform?
Well, the answer to your question is a little more complex than you might anticipate and is influenced by several factors. These factors vary depending on the specifics of each business.
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In short, you need a thorough analysis of what you want to achieve from online communication.
To help you make the best decision, I will continue to talk about the advantages, disadvantages and costs of each solution. In the end you will know for sure exactly what fits and you will choose either the one-page site solution or the site structured in pages and sub-pages.
So let’s see what exactly it is.
One-page or multi-page website: choose smart
As I said above, the choice depends on the specifics of your business. You have to take into account the profile of your customers, the marketing strategy you are going to implement and the budget you have.
Find out how you can identify the buyer persona profile for your target audience.
But remember: your success in the online environment depends largely on the decision at this point.
A little anticipating the conclusion of this article, I can tell you that, most of the time, a website designed on a tree structure will ensure better results in the long run.
But let’s see what are the strengths and weaknesses in both cases. You will see that everything will clear up as you go through the lines below.
One-page Vs. multi-page: advantages and disadvantages
Published content on your website
The main advantage of one-page sites is the consistency of the message. You have everything in one page. Your message reaches potential customers quickly and directly. You don’t need to walk users through various pages until conversion. Everything is described in the same place, each section of the page being linked to both the previous and the next.
The disadvantage of this approach is that you cannot go into details. A one-page requires more than 3, 4 scrolls to reach the end of the page, so it is not recommended to go into lengthy explanations. The risk is that you will bore the audience, which will be tempted to leave your website before converting.
In the case of multi-page websites you have a lot of freedom when it comes to approach. Basically you will create separate pages for each service and you will have content for each category, subcategory or other aspect that you want to emphasize. You can present without constraints whatever you want by going with the intention of buying from your customers.
The disadvantage of a multi-page site is that you don’t have all the information concentrated in one place. Most of the time users will have to access several pages to really understand what you offer and to get to the desired service/product. And the more users go through such filters, the higher the risk of losing conversions.
SEO optimization for website
I will tell you right from the start that a one-page website is much harder to optimize for SEO as opposed to a multi-page site.
You have a single page where you enter multiple keywords. In fact, all the keywords you want to get in the first organic results. And it’s very difficult to optimize content for multiple keywords on a single page, no matter how long it is.
In addition, you have only one link and this is the realm. Of course, all backlinks will be to the homepage which will increase its authority, but how many backlinks can you gather for a single page?
All these disadvantages disappear in the case of multi-page websites. There you have freedom of movement regardless of the perspective you approach. You have optimized pages on certain keywords, you implement long-term backlink strategies, and you have an internal link structure that helps your site index effectively.
From an SEO point of view you have to choose a multi-page site. If you want good organic results you will have a lot to work with a one-page site.
But for effective results in paid campaigns, a one-page will work wonders.
It’s all about your long-term plan and the results you pursue. Of course, don’t forget the buyer-persona profile.
A single page site will load harder than a site with a different structure. Strange as it may seem, this is the truth.
A single page contains much more information that needs to be uploaded as soon as possible. The comparison you make is with a page accessed from a branched website. In that case the page is small; practically not the whole site is loaded, but a single page, the one accessed at that moment.
And hence the differences between one-page and multi-page sites. Plus, a one-page will have many dynamic and interactive elements that require more processing time.
Everything leads to long charging times. Again, this will directly affect organic indexing.
The conclusion is quite simple. Do you want a site that loads fast? Choose a multi-page platform.
A one-page site is more accessible than a multi-page site.
You pay for a simple, one-page template. In addition, no internal link structures are thought of and the menu does not branch. All these aspects translate into lower costs in creating the online platform.
But, the savings you make in creating the site you lose in the implementation of paid campaigns. As I told you, a one-page needs ads on as many distribution channels as possible. This is because organic indexing is more difficult.
In the short term, the investment is advantageous, but for a long-term strategy a multi-page site is a better and safer investment.
Even if it seems that we are spinning around the tail, the first conclusions can already be drawn. And, I can tell you for sure that if you want to sell fast, a one-page site is the solution for you. But, don’t forget that you will have to invest in a marketing strategy focused on paid campaigns.
Instead, if you have more services to offer, or sell more products, then I suggest you choose the solution of a multi-page site. In this case you can apply many solutions for SEO optimization on and off page and you can get much better results in the long run.
Remember that there is no one-size-fits-all recipe for success.
You have to make the best decision for your field of activity.
I recommend you take a look in the neighbor’s yard as well. What the competition does will tell you in which direction you could go. In addition, it is a good opportunity to learn from the mistakes of others, not just your own.