Let’s get straight to the answer – single page websites are definitely not good for your small business.
Many small business owners use companies such as Yell to create a single page website on the understanding that it will help their business. Whilst having at least a single page website is marginally better than having no website at all, it completely defeats the primary reasons why your small business would want a website in the first place.
Difference Between a Website and a Web Page
Before we dig into the reasons why a single page website aren’t going to help your small business, lets firstly establish the difference between a website and a web page.
- A website is a group of web pages all held under one domain name (like www.avara.co.uk)
- A web page is a single page of content within a website (like this page)
When a user enters a search term into Google, the results you see are a collection of web pages, NOT websites. It may be that for a single search term, multiple pages from the same website could appear in the first page of results in Google. For example, if we search in Google for ‘Nike trainers UK shipping’, we get the following results:
As you can see from the results for this search, 2 of the 3 results are web pages from the website, www.nike.com. Google believes that these pages are most relevant to your search so will deliver all the pages from the Nike website and NOT the actual main Nike website.
With this in mind, let’s take a look at the specific reasons why single page websites are a bad idea for your small business.
Reason 1: Missed Opportunities
If your website only has one page of content then you can only optimise that page for a few search phrases that your potential customers might enter into a search engine.
To demonstrate our point, let’s imagine that you are an Accountant in Guildford and have a single page website. You title your single web page ‘ABC Ltd – Accountants in Guildford’ which might help your potential customers find your web page IF they search in Google for ‘Accountants in Guildford’.
However, what if they search for any of the following phrases?
- Small business Accountants in Guildford
- Bookkeeping service in Guildford
- Tax advice services Guildford
- Self-employed accounts service in Guildford
Your single page website wouldn’t rank for ANY of these particular search terms because it’s near impossible to make a single page relevant enough for all of these different search terms.
However, if you had different web pages within your website that were optimised for each of these particular search terms, they would rank in Google and you’d get more visitors to your website across a significantly broader range of search phrases.
Reason 2: Demonstrate Your Expertise
If somebody is looking for a product or service, they want to buy it from a company that knows what they’re doing – you wouldn’t get a filling from an unqualified Dentist would you? Therefore, doesn’t it make sense that your website should demonstrate to your potential customers that you really are an Expert in your field?
With a single page website, there is only so much information you can cram in before people get tired of scrolling down the page which means that you are probably leaving out really useful information that could show your potential customers how good you are, for example:
- A testimonials page showing reviews from previous customers
- An image gallery page to showcase your work or products
- Pages giving detailed information about your products or services
Remember that a good website can be very effective at ‘pre-selling’ your business to your potential customers so that by the time they contact you, they’re already keen to do business with you.
Reason 3: Providing Answers
Being helpful to potential customers is a sure-fire way to build their confidence in your business. If somebody calls you to discuss your products or services, you no doubt take time to answer their questions as thoroughly as you can. So surely it makes sense for your website to be just as helpful?
The more time somebody spends on your website and the more information they digest, the more likely they are going to be to do business with you. Conversely, if you don’t provide them with the information they are searching for, they’re simply going to hit the ‘Back’ button and continue their search. So to help your potential customers, you should look at adding extra pages that are useful to your customers, for example:
- A frequently asked questions (FAQ) page that provides answers to the most common questions your customers ask
- Helpful guides that show your customers how use your products or services
- A glossary page that helps your customers understand your industry in simple terms
By adding this extra content, it also makes your life easier because you won’t need to spend your valuable time giving potential customers the same answers to questions over and over again – they’ll either find answers to their question before they contact you or you can simply email them a link to the relevant page on your website.
If ‘Content is King’, is Your Website a Pauper?
The scope for adding useful content to your website is almost endless and over time, all this extra content will help your business in many ways. If you look at the most successful websites like Amazon and Wikipedia, they don’t dominate the search results by accident; Google loves them because they provide huge amounts of useful content to the user.
This is the same principle you should employ and a single page website is simply nowhere near good enough to accomplish this.
The Solution to the Single Page Website Problem
The assumption of many small business owners is that the more pages their website has, the more it will cost them. It’s certainly true that some Web Design Companies charge extra for designing a website with more pages however there is good news.
Here at Avara, we have developed a high quality website package especially for small business and the best part is that there is no limit to how many pages you have or how much content you add. You can find more info by clicking HERE.