As a web developer, I often get asked to build one-page websites for local businesses. They look clean, are easy to maintain, and seem like a quick fix for getting online. But as an SEO professional, I have to say: no way. One-page websites just can’t compete in organic search results.
To prove this point to my clients, I decided to create a real-world case study.
The Experiment Setup
I built two websites for fictional companies in the same industry. Both were designed to be as identical as possible, with just one key difference: one was a single-page site, and the other had multiple pages for different services. Here’s how I set things up:
- Locations: Two different states with cities of similar population sizes
- Google Business Profiles: Both verified and equally optimized
- Website Setup: Same WordPress theme, same SEO plugin, same schema markup
- Domain Names: Primary keywords used (e.g., cityindustry.com)
- Off-Site SEO: Identical citation building, social media profiles, scheduled posts, and a few backlinks.
With all variables controlled except for the website structure, the stage was set.
The Results After One Month
Just under a month in, a clear difference emerged between the two sites:
- One-Page Website:
- Ranked decently for one primary keyword
- Ranked poorly (or not at all) for about 20 other relevant keywords
- Multi-Page Website:
- Ranked in the top 1-4 positions for 6 targeted keywords
- Ranked for 195 other keywords, many of which show potential for future optimization
Even at this early stage, it was obvious which website had long-term potential. The multi-page site wasn’t just performing better—it was setting itself up to dominate the local search landscape.
Why Multi-Page Websites Outperform One-Pagers
So, what’s the difference? Why does having multiple pages matter so much?
✅ Keyword Targeting: Each page on a multi-page site can focus on a different service or topic, allowing for more targeted keyword optimization.
✅ Better User Experience: Users (and search engines) prefer websites where they can easily navigate to find specific information.
✅ Increased Content Depth: More pages mean more content, which search engines reward when it’s relevant and valuable.
✅ Improved Internal Linking: Multi-page sites benefit from internal links that help distribute authority across pages.
✅ Higher Engagement: Visitors are more likely to stay on your site longer when they can explore different sections.
The Bottom Line
While one-page websites might seem appealing for their simplicity, they simply don’t hold up when it comes to long-term organic visibility. If you want your business to succeed in search engine rankings, investing in a multi-page website is the way to go.
🚫 Just say no to one-page websites!
Invest in a website that can grow with your business and dominate the search results.
