Exploring the pros and cons, plus one page website examples that tell a story and push a sale.

One page copywriting (or homepage copywriting) has inched its way into the hearts, minds and search engine rankings since it was first recognised in 2006. Before this, multi-page websites were the only online application that Google would index.

Touted as a minimalist’s dream – they offer a seamless, single-scroll allure by housing your strongest selling points on one page. And since most websites are built on flexible hosting platforms (such as WordPress, Showit and Squarespace), it’s easy to add a blog or build out further pages as your business grows.

However, until recent 2023 research was released, many creative professionals baulked at the one-pager for perceived implications on SEO (search engine optimisation). How could a single page of homepage copywriting possibly compete with a multi-page website?

The truthful answer is, it can’t in all situations.

For example, in my 10+ years as a professional copywriter and brand strategist, I’ve never seen (nor recommended) one page copywriting for eCommerce businesses. Unless, of course, minimalism is embedded into the DNA of your brand and you have only one or 2 products to push.

Which begs the question: which industries are best suited to one page copywriting?

Website’s are essential for the success of a business – no matter your niche. Despite the rise of AI, search engines remain the most trusted source for connecting service providers with their ideal client. And I have long been an advocate for meeting business owners where they’re at – from the conception of an idea through to 5+ years in business.

Establishing an online presence can be as simple as one page copywriting for a single scroll website. Especially if you fall into this albeit short (and non-exhaustive) list of professions:

• Graphic, web and brand designers with a well-defined niche
• Photographers
• Cleaners, both residential and commercial
• Landscapers
• Tradespeople
• Coaches
• Personal trainers
• Tutors
• Event planners, including those in the wedding industry
• Caters
• Consultants
• Accountants

As I mentioned above, there’s always exceptions to the rule. However, one page copywriting sites are most effective for service-based businesses with succinct and well-defined offerings. And this is a trend you’ll notice in the one page website examples below.

📎Glossary Check Point

What is the difference between one page copywriting and homepage copywriting?

• Most commonly, one page copywriting refers to copywriting for a single scroll (one page) website. Only the most important visual and written elements are housed on a single “homepage”, with a contact form embedded just above the footer
• Homepage copywriting can refer to copywriting for a one page website or copywriting for the homepage of a multi-page website. One isn’t necessarily superior to the other, it just depends on your businesses unique values, needs and website goals.

It’s worth noting that an experienced copywriter will always clarify exactly what service you’re searching for – how a one-page website is structured and written is vastly different to the homepage of a multi-page website.

So, without further ado, let’s explore the pros and cons of one page copywriting.

Pros of one page copywriting

One page websites should be succinct, indulgent and easy to consume. This means one page copywriting must be meticulously considered – otherwise attention spans snap and you’ll lose leads quicker than they arrived. When done well, one page copywriting:

• Removes the stress of wireframing and sitemap development. The more pages on a website, the more opportunities for a reader to traipse around, disoriented and never quite arriving at a solution (or your contact form). With a logically written one-pager, this problem rarely occurs.
• Forces you, the business owner, to land on a single, compelling CTA (call to action) – perhaps its a contact form, a PDF download or a single product. This brings with it a refreshing amount of clarity for readers, removes clutter and improves conversion rates.
• Logically leads the reader through your value proposition, services, impact and evidence – with a contact form embedded neatly in their direct line of sight. No navigation blunders or wading through information overload, just simplicity and ease of understanding.

Many business owners also enjoy the structure that one page copywriting offers. You cannot choose every single morsel of information or upload your entire brand photoshoot gallery – which often results in more meaningful website building decisions.

Cons of one page copywriting

The biggest con of one page copywriting is that it’s difficult to do. A one-pager cannot be a stream of consciousness – it must be concise, compelling and offer a distinct experience to capture a reader’s attention.

• Writing for a single-scroll website differs significantly from homepage copywriting. When it comes to one page copywriting it’s not about trying to fit a homepage, about page, services page, portfolio and contact all into one. Information has to be chosen carefully with tone of voice and storytelling elements embedded into the content flow.
• Page speed and the impact of HTML elements matter a little bit more. You must pay close attention to compressing image files and maintaining a load speed of 1-2 seconds – anything longer than 3 seconds and your chances of losing a lead is between 90% and 123%.
• Then there’s SEO. Given the keyword targets for one page copywriting is limited to 2-4 keywords, they must be chosen very carefully. Keyword volume must be balanced with website health and positioning to ensure your one-pager isn’t lost in the search results abyss. Luckily, building out a blog can mitigate this and aid in authority and driving traffic for a wider range of keywords.

📈 Choosing one page copywriting doesn’t have to be a tradeoff for SEO success. When structuring and writing for one-page websites, I holistically analyse your brand and your competitors to ensure the keywords we select are lucrative. Remember: it only takes one keyword on page one to generate enough traffic for booked out months and ample long weekends.

[ Explore my ‘A Page or Two to Call Home’ website copywriting services ]

One page website examples

Here are a few one page website examples. I’ve collaborated with a number of incredible website designers to bring these one page copywriting projects to life in-design. A common thread across all of these one page website examples is how succinct, engaging and logical the flow of information is. When it comes to one page copywriting the goal must always be guided by a singular (strong) value proposition.

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Final considerations for DIY one page copywriting projects

Transforming traditional homepage copywriting into copy suitable for a one-page website takes consideration and finesse. Where a standard website has the luxury of navigation menus and multiple webpages to break up information in a sensical manner, a one-pager must follow a logical flow of information to ensure we craft a very distinct and engaging reading experience. Here’s my top three considerations for one page copywriting.

1. Make those first words count. Your initial value proposition should be blended with details about you or your business to quickly develop a rapport. This will reduce the length of copy required in the ‘About Me/Us’ section and allow room for extra canvases or text boxes for other important information. For example, a sustainable photographer may include, ‘What is Sustainable Photography?’.
2. Utilise other mediums for your service offerings. One-page websites simply don’t have the room for a deep dive into your service offerings. It’s best to utilise PDFs, automated email workflows and other digital mediums to provide details on your service offerings.
3. Include clear Call to Actions (CTAs). CTAs along the scroll journey are incredibly important for one-page websites. Given your reader can stop engaging at any point, the next steps need to be clear and consistent. Avoid directing your reader to Instagram with one click, view your diary with another and finish with a quote enquiry CTA. Ensure there is one primary CTA with the same outcome. For Jess, it was the website Contact Form.