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This marketing tool that could be right for you

One-page websites are up and might be exactly what you are looking for by considering several types of website builders.

The site of a page has a long history, but in recent years has really gotten old. What was once the profitable microsite or the budget waiting page has now become a de facto piece of art, as well as a powerful marketing weapon.

Brands of all shapes and sizes have created stunning, unique pages in recent months, from National Geographic's GQ & Issey Miyake Expedition from Creature Lab and Bears of Yellowstone, to the Extra World Mastercard site at BeoBank, or still BitLocation of crypto-startup. The messages may vary, the visuals may differ, but the power of the page is clear.

So what are the benefits?

In simple terms, the site of a page makes sense as soon as you have a unique goal distilled in mind for the user. It can be a single action, such as the purchase of a product or the registration to a service, but also the provision of only one information. A launch countdown, for example – there is no unnecessary information required or necessary.

The content placed in front and center of this strategy attracts attention and thus maximizes the chances of the highest possible conversion rate. You can control the flow of information, mainly because you force visitors to browse the information in a linear fashion, instead of exploring the site, to navigate classic pages like Ariane's threads , menus, etc. a sleek appearance and feel, but also means that the design has to work harder – there's literally nowhere to hide!

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This also allows you to make the rare gift of narration – you take the reader on the road, often the strategy behind a branded site, but in this case, a strategy that is applied. Horizontal background changes can visibly divide and serve to delineate information, allowing visitors to make easy and logical transitions from one topic to another while scrolling through the content.

Finally, but perhaps most importantly, they are a brilliant format for mobile and tablet sites, allowing a nice linear scrolling engagement, rather than forcing users to bypass hidden navigation artifacts.

Wait, are there any disadvantages?

Oh yes, there is indeed. Most obviously in the case of use: if you have a complex site with multiple messages to broadcast, pasting everything on one page may not be effective. In fact, most of the main disadvantages of the trend of a page are just as practical.

Loading times are of course a big problem, because the temptation to create an infinite scrolling page with lots of images is considerable, and all these photos really pile up.

Another important factor is SEO – while being good for the mobile from the point of view of the UX, the site of a page has to work very hard to reduce the loading times of the pages. In addition, the variety of key terms on which a single page can be ranked is restricted, unlike a traditional site, where each page can be optimized to target the most relevant and desirable keywords.

If you're used to using Google Analytics or similar tools to track engagement, you may be disappointed, because with a page site, you'll have a lot harder to identify. user paths on your site. Working on the elements that work – and that are not – is a different skill in the world of the single page.

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There are, however, thermal mapping tools that can help, and of course a range of other solutions to track specific shares or views of elements, such as keyframes or video, by example. If social engagement is a key indicator (and should be these days), it's worth considering that one-page sites can make sharing specific content difficult, so plan what can be shared and how to do it. .

Overall, there are a lot of positives around the sites of a page, which explains their popularity, especially when the use case is good, there is also a crowd of simple models online to get an initial idea. and enjoy!