Web users are bombarded with information on a daily basis, and it’s been shown that the way users read on a computer is completely different to how they read offline. Skimming content is the name of the game, and if the user doesn’t immediately see what he or she wants to see in a few seconds, off they’ll go into the internight to find what they want.
That’s right, website designers and website owners: most people who come to your site will hit & run.
This revelation can be a harsh one, and especially tough for designers to inform clients of. Clients all too frequently get caught up in the excitement of launching a new site, which can lead to major scope creep and feature bloat on a site; all of a sudden, a simple site has turned into a 75-page monolith, despite the designer/developer’s requests to keep it in the tracks.
But increasingly often, these monolithic sites aren’t required – in fact, they may prove a detriment as unless they are superbly designed, chances are it will be difficult for the user to find what they want within a few clicks, leading to a higher bounce rate than desired. It’s important to remember that a lot – I may even say “most” – viewers aren’t going to be nearly as interested in the website, or the business in general, as the website designer or the business owner. With that in mind, it’s important to embrace brevity, clear information hierarchy and structure in a web design. One (increasingly popular) way to do this is via the one page website.
One-pagers won’t work for all sites, obviously, but they can work for more than you imagine. The benefits to a well-designed one page website include
- potentially lower cost to the client
- high usability
- information brevity
- increased conversions
- opportunity for unique design decisions and more.
Let’s explore these benefits a bit more deeply. (more…)
