So You Think You Want A One-Page Website

So You Think You Want A One-Page Website

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
one page website results
  • 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
multi-page website results

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.