A website is a necessary part of a business in the digital marketing age, and there are several options to consider when diving into website development. Single-page websites have emerged as a recent trend, as companies are adopting the simplicity of a single-page website over a more complex multiple-page website.

Below, Markentum dives deeper into this. Should you consider the ease of a single-page website for your senior living marketing? Or will it hurt your SEO?

What Does "Single-Page" Means?

Easy to create and simple to navigate, single-page websites use a minimalistic design to house all of your information, links, and CTAs on one page. Users can scroll down to read content as each section fills up the screen to focus the reader’s attention.

With mobile browsing being a significant traffic generator, single-page websites offer speedy and responsive pages that are easy to navigate. Below is an excellent example of a single-page design from Mullen and Partners Real Estate.

Benefits & Advantages

Simplicity

For starters, single-page websites are easier to build and present a clear and understandable experience for users. Single-page websites are particularly great for businesses marketing just one product or service, with fewer options on the page. They can reduce clutter and allow for a seamless browsing experience. 

Better Mobile Experience

A significant advantage of using a single-page website is that it converts easily to mobile. ComScore explored web access across the globe and found that U.S. citizens use their mobile devices to access the web 79% of the time.

Single-page websites are ideal for mobile users, as they are created with scrolling in mind. However, optimizing your web page for mobile is essential whether or not you choose to use a single-page website. 

Increased Conversions

In addition to making your website accessible to mobile users, single-page websites create an easy-to-understand experience for customers and an improved opportunity for conversions. Additionally, the brevity of a single-page website can be great for driving quick conversions. (Reuben Yonatan, GetVoIP)

Straightforward navigation gives users one action to take. Studies show that single-page websites increase conversions by up to 37.5% compared to multiple-page designs, with users processing quickly and moving through the page without getting distracted. 

Target a Specific Audience

Single-page websites are great for targeting a niche audience. Using only the necessary chunks of information, a single-page design can focus marketing efforts on a small, specific group of consumers. Providing users with a unique customer experience, you can control customer browsing behavior and reduce distractions.

CAN A SINGLE-PAGE WEBSITE HURT SEO?

While a single-page website certainly has its perks, there are other factors to consider before deciding against a multi-page design. 

Limited Keyword Opportunities (SEO)

Single-page websites aren’t ideal for search engine optimization (SEO). They could even hurt your chances of ranking with Google, which might lead to decreased user engagement and number of conversions. Because single-page websites are limited with content, keywords and linking strategy might take a hit. SEO will be limited if you have several keywords in your content strategy. 

Content Lacks Depth

It is challenging to publish detailed content on a single page compared to a multiple-page website. Without the luxury of multiple pages and in-depth information, single-page websites require more concise copy. It is challenging to cover a large amount of content on a single-page website, and consumers looking for detailed information might be disappointed with the lack of relevant content. 

Sometimes Less Isn't More

Along the same lines as a lack of content depth, the scale of a single-page website is minimal. For businesses that offer multiple products or services with many areas to highlight, a single page will not convey the same depth as a page with varied content. In addition, for a growing brand, single-page designs leave little room for new or more complex content. 

Hard on Analytics

There are also data analytics challenges with a single-page website. With just one page, it can be difficult to track consumer behavior. It will become challenging to track customer satisfaction and what pieces of content users enjoy. Comprehensive analytics become a challenge without anything indicating the likeability of specific content.

WHAT IS BEST FOR SENIOR LIVING MARKETING?

With mobile browsing taking up a large portion of digital usage, single-page websites provide a simple navigation process that many users will enjoy. For a narrow-focused and niche business, single-page websites offer many benefits. However, single-page designs are sleek and aesthetic but lack the depth senior living communities need to educate their audience.

We want to help our partners grow through unique and relevant content. Unfortunately, single-page websites are not great for SEO and ensuring our websites rank with Google, and limit the opportunities for customers to find detailed information. 

However, the content strategy for every partner is different. Considering the content you need to reach users; we can decide how to make that information as accessible as possible. 

Our team at Markentum can help you develop a website that grows and changes with you. We want to help you create an effective senior living marketing strategy. Visit our website to request a free evaluation today!