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What Can We Learn from Single-Page Website Design?

In recent years we’ve seen a huge resurgence in the popularity of single-page website design. In the early days of the internet most websites started out as single-page offerings, only to grow and expand over time. In the same way that a small house can only be extended so much before it starts to become overdeveloped and unattractive, the same principle has often applied to website design. This resulted in a move away from single-page website design as designers looked to build websites with a more extensive framework and greater expansion capability. However, more recently we’ve seen this trend start to reverse. With that in mind, what can we learn from single-page website design?

What Can We Learn from Single-Page Website Design?

Here are 4 key lessons that single-page website design teach us about designing and building better websites…

1. Identify Your Key Messages

The biggest strength of a successful one-page website is that it radically simplifies the message that it delivers. This is brave and difficult thing to do. When designing a website we’re often keen to show that there are various products and services that we can offer to clients/customers. However, whilst this is important, it can sometimes result in mixed messages and a weakening of the brand’s key values.

Single-page website design requires you to identify your key messages and present them in a simple, powerful way to readers. It doesn’t mean that you have to omit everything else that you offer; it simple involves prioritising what you lead with in order to be most effective.

2. Remove Unnecessary Content

As we’ve already hinted, the early days of the internet weren’t always characterised by beautiful website design. The development of smaller sites into larger directory-style sites often involved sites with hundreds of pages and complex navigation systems. Whilst this is difficult to maintain effectively (think broken links and missing content) it’s even harder to design well.

Removing unnecessary content helps us to design better websites and create a more compact navigation process. This actually helps to increase the length of time that users spend on your website, and encourages new visitors to visit a higher proportion of your pages. Whilst giving more options through blog content and other formats is an effective way of driving traffic, it’s important that you start by removing redundant content.

3. Prioritise User Experience and the Journey through your Website

Single-page website design is all about delivering an effective user experience. It helps to bring a consistency to the way that people view and journey through your website, reducing bounce rates and directing viewers to the content that you want them to see next. Single-page design requires a higher level of visual communication to compensate for the reduction in content; we therefore prioritise the experience of every user in order to make every visit count.

4. Scrolling Can Be More Effective than Clicking

The biggest change that we’ve seen from the early days of the internet is the way that we’re viewing content; around 50% of all UK traffic is now coming from mobile devices. With this in mind, single-page design is a very effective way of designing websites because it tends to require users to scroll rather than click. This makes accessing content quicker and easier – and ultimately more effective.

There’s loads that we can learn from single-page website design. To find out more about our web design services please don’t hesitate to contact us today.