Because of AI and site templates, a lot of people build a website with a bunch of text, a menu at the top with a whole bunch of options, and a whole bunch of content. That puts the user in control of the situation. They have to hunt through the website trying to find what’s important.
When I’m on a website and there’s a menu that says Photos and About Us, isn’t the whole website about you? Then a bio, then press. How am I supposed to read that? What am I supposed to click on first? Am I responsible for looking through the whole website?
Hold their hand
What I recommend instead is a single scrolling website that holds their hand all the way through. First it gives them the thing that’s important. Then, as they scroll down, they see things that are less and less important. They’re told exactly what’s important about you, so they can start to make a decision while they’re scrolling.
You control the story
The great thing about having a website is that we can control the narrative and tell the story we want to tell. This is a power we only have on our own website.
Scrolling is natural
Scrolling is a totally natural thing that everybody does now. They don’t have to think about how they’re navigating your website or figure out what your links are. They just scroll and see all the stuff.
So if we make it a single page website that’s simple and easy to scan, we’re doing a service to the people who visit. We’re helping them understand what we care about and what’s great about what we do. People love it when you just guide them and tell them what to do, if you’re a trusted leader.
More on this: what goes on a one page website, less is more, and hierarchy in design. Watch the video on Instagram.