Single Page Websites? Why We Think It’s a Bad Idea
Single page websites have become popular in recent years. They look clean, modern, and promise simplicity, everything on one scrolling page. While they can work in very specific situations, for most businesses, single page websites create more problems than they solve.
Here’s why we believe single page websites are usually a bad idea.
1. Poor SEO Performance
Search engines rely on individual pages to understand what your business offers. With a single page website, you’re forcing multiple services, topics, and keywords onto one URL. This makes it much harder to rank well in search results.
Multi-page websites allow you to:
Target specific keywords per page
Rank for multiple services or locations
Build topical authority
With one page, you’re competing against businesses that have dedicated pages optimised for exactly what users are searching for, and that’s a battle you’ll likely lose.
2. Limited Visibility in AI & Chatbot Search
As search evolves, people are increasingly using AI tools like ChatGPT and other chatbots to find services and make purchasing decisions. These platforms pull information from well-structured, clearly defined content.
Single page websites make it harder for AI systems to:
Understand what your business specialises in
Match your services to specific user questions
Recommend your business accurately
If your content isn’t clearly separated and structured, you risk being invisible in both traditional search engines and AI-driven discovery.
3. Weak User Experience for Growing Businesses
While scrolling through one page may feel simple, it often becomes overwhelming as a business grows. Long walls of text, endless scrolling, and unclear navigation can frustrate users, especially on mobile.
Users want to quickly find:
Specific services
Pricing or packages
Case studies or testimonials
A multi-page site lets users jump straight to what they need, improving engagement and conversions.
4. Harder to Scale and Update
Single page websites don’t scale well. Adding new services, locations, blogs, or FAQs quickly turns the page into a cluttered mess.
With a multi-page website, you can:
Add new pages without disrupting the rest of the site
Track performance per page
Test and optimise individual sections
This flexibility is crucial for long-term growth.
5. Missed Marketing Opportunities
A single page limits what you can do with content marketing, paid ads, and SEO campaigns. Dedicated landing pages convert better, track better, and perform better across marketing channels.
If everything points to one page, you lose:
Conversion-focused landing pages
Service-specific messaging
Detailed analytics
When Does a Single Page Website Make Sense?
To be fair, single page websites can work for:
Temporary campaigns or events
Personal portfolios
Early-stage startups testing an idea
But for established businesses looking to grow, attract traffic, and compete online, they’re rarely the right choice.
Final Thoughts
Single page websites may look sleek, but they often sacrifice visibility, scalability, and performance. In a world where SEO, AI-driven search, and user experience all matter, structure beats simplicity.
If your goal is to be found, trusted, and chosen—by search engines, chatbots, and customers alike—a well-structured, multi-page website is the smarter investment.