A single-purpose website is usually made of one webpage with a singular purpose behind the design, focusing the reader’s attention on one thing: fulfilling that goal and doing it well. Here are the main advantages of such a web design.
1. Clear and Simple Messaging
One singular all-consuming goal – here is why single-purpose website design leaves no doubt about the message the user sees on the homepage, and what he or she should do next: sing up via email, create a user account, click a link or download a file.
Single-purpose websites get the message across quickly. Usually, they contain a single headline and call to action, which makes easier to track the user’s responsiveness and interaction on the page.
The clear and simple messaging is a winner for both marketers and consumers, creating an uncluttered and desirable user experience where the copy and images speak volumes and achieve their purpose.
Responsive web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. As the user switches from their laptop to mobile, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market.
2. Better Qualified Leads
Qualifying leads is serious business for marketers and brand owners. How do you know visitors are engaged and find value on your website? It’s relatively easy with a single-purpose website design.
Visitors can instantly tell if the landing page suits their needs or not since the messaging is loud and clear. This way visitors get filtered into ideal candidates for targeting and marketing. The brand has now a qualified audience it can further refine at its disposal.
3. Faster Optimisation and Conversion
Single-purpose websites showcase the elements that matter the most to serve the purpose of the page, eliminating all the other fluff. Only those important items, e.g. graphics, font, layout, links and messaging remain.
The simplicity of it aids the process of split testing performed to optimise similar versions of the page and improve click-through and conversion rates. Tests run faster with more compelling results when the text and graphics are limited and straightforward. It can only mean good news for converting qualified leads into paying customers.