Form verses function is a constant argument in our office, and rightfully so. Great design MUST be a balance of both. If you overcompensate in either direction your project becomes ineffective.
Single page websites (you know, sites that pack everything onto one page that sometimes requires considerable scrolling) are design centric. They are hot in the web design world right now and a good majority of them are absolutely stunning. These sites encompass every current trend out there, and more often than not they are being executed in a very sophisticated way.
So, what’s the problem with single page websites? They won’t work for you unless you have the brand recognition of Von Dutch or Oakley. Here are three of my top reasons that you should avoid the single page web design trend…
1. You’re Killing Your SEO
What is the primary reason for building an online presence? To get found online! Search engine optimization (SEO) isn’t just marketing lingo. Everyone understands that if your site isn’t optimized for Google then you might as well just have your phone number listed in the Yellow Pages.
If your entire site only consists of a single page, then you can only focus on one or two keywords. If you attempt to optimize your page for more, then your well thought out, original content becomes victim to bad on-page SEO. Google knows everything, so don’t try and fool the search engines by throwing every logical keyword into one paragraph. You will do more harm than good. Google will dock you for trying to cheat.
2. Your User Experience is Compromised
I am the first person to fight back when someone claims that his or her site needs to have pertinent information “above the fold.” This rule of thumb has gone the way of “don’t where white after labor day” and “children should be seen and not heard.”
Get with the the times! First of all, your website isn’t an issue of the New York Times. There is no fold! With the introduction of tablets and smartphones, we have become a scrolling culture. Yes, your user will intuitively scroll down your site, but there is a limit.
Your site should be designed in a way to maximize the user experience and enable visitors to find the information they are looking for with the fewest possible step or actions taken on their part. The information displayed on your website should be placed there with the user’s end goal in mind. Before committing to a one page website, ask yourself if your users will be able to quickly and easily find what they need within that structure.
Just imagine trying to share a specific service section of a one page website with your potential clients. You send them the link and instead of going directly to the page containing that specific service, they are forced to view a single page with every last bit of information on your site, where they must scroll down to find the services section. How annoying is that? After all, is it really a “website” if it is a single “webpage”?
3. You Don’t Have Coders On Staff
A single page site only uses one HTML page. Instead of directing users to multiple pages with segmented content, a single page site simply “jumps” to the specific content a user requests. To achieve this “jumping effect,” single page sites employ coding language such as JavaScript, JQuery, CSS3 or Ajax. Do you understand all of those programming languages? I don’t.
If your company has the resources to employ an on-staff coder, then by all means create a one page website! If the idea of hiring an additional staff member just to code your website is unfathomable, having a “single page” site probably isn’t for you. Remember that websites require constant updates to keep up with changing technology, as well as changes to your business. If you hire a coder to build your website, will you be able to edit it in the future?
If you are planning a website redesign, don’t get caught up in the latest and greatest web trends. Your website will never be timeless, but it can be well thought out and functional for a variety of audiences. Don’t pigeonhole yourself. Make sure that every move you make is intentional and designed to improve the user’s experience. Keep in mind your experience as well. A website is an integral part of your business and you should have the same control over it’s content and accessibility as you do with your service offerings and providers.
Your turn…
What has been your experience with single page sites? Do you love them, hate them or can you simply appreciate them? What are some of your favorite one page sites? Let me know in the comments.
