Scroll is the Goal – How to Write a One-Page Website that Sells

website-copywriting

You’ve made the move and decided to create the ultimate one-page website for your biz. (Whoop whoop!)

Your logo and color palette are good to go

You’ve found some spot-on visuals that vibe with your brand

And you’re feelin’ fierce and confident about hitting publish. That is, once you finally commit to conquering the website copywriting. Yikes… 

A simple and straight forward option for growing companies as well as independent entrepreneurs, one-page websites are being seen more and more for B2B and B2C brands alike. And while solid visuals are a crucial component of any site, it’s ultimately the copy that will make or break a sale. 

So how do you write a single-page website that does its job (sells!)? I’ve gotcha covered. Here’s what you need to know about writing a one-page website that keeps your audience scrolling and crushes your conversion goals. 

Web page vs. Website vs. One-Page Website—What’s what? 

A web page is a single standalone document or page online. A website, on the other hand, is a collection of these web pages grouped together under one domain (like mackenziebfleming.com).

So, a one-page website, also referred to as a “one-pager,” a “single-page website,” or sometimes a “one-page scroll website,” is just what the name alludes to—a website made up of only one webpage.

5 Tips for Writing a One-Page Website that Sells Your Audience (and Keeps ‘em Scrolling)

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1. Start off with the right content structure 

One of the most appealing aspects of one-page websites is the linear structure, which easily encourages a reader to keep scrolling down the page, consuming more info. Since scroll is the goal, your content needs to take your audience on that journey and keep ‘em moving down the page until they have the whole message. 

Before you write a one-page website, devise a general plan for the structure or layout of your content. 

What content should you include? 

What portions of that content are the most important? 

Prioritizing the order of your web copy will be critical to converting readers. If your content order isn’t logical and intuitive, there’s a good chance readers will abandon your site before you make a sale. 

Consider a likely visitors’ journey through your one-pager while laying out the hierarchy of your content. First, start off with your main message ‘above the fold’ (the portion of the webpage viewers see before scrolling) to entice visitors. Then, work your way down the page filling in sections in a way that you think will benefit visitors and answer their questions in a logical format. 

Keep in mind, your webpage or website copy will dictate the page design. So, you’ll want to lay out your content prior to choosing your single-page website template. If you get stuck trying to decide how to structure your one-pager, creep on some other one-page websites for inspiration.

2. Write with your target audience #1 in your mind

Keep your target audience—those most likely to dig what you’re selling—at the forefront of your mind while writing web copy. This will help you create content that drives those visitors toward your goals and in a way that will produce results. One advantage of one-page websites is that one-pagers usually focus on one general category of products or services. This should make it a bit easier to focus your content. 

Your approach to one-page website copywriting should not only be to focus your content around what you’re selling but also how you sell it (which will depend on who you’re selling to). As with any other website copywriting, gear your copy toward those consumers that really matter (there’s that target audience again). If you have buyer personas created, make sure to keep this info handy when you get started on your website copy. 

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3. Get to the 👏 point👏

Haven’t you heard? Less is more.

You might think this makes writing copy for a one-pager easier. But, with no room for fluff, writing concise copy that still spells out (and sells!) all your main points is perhaps the most difficult part of writing a one-page website. 

Before putting fingers to keyboard, determine only the most important facts and info to include—what will be most valuable to your audience? To start, begin by not only knowing what your main points are for your one-pager but why they are the most critical pieces of content to include. 

If you have a long list of ideas for the copy, knowing the reasons behind why your main points are imperative will help you narrow that list down. This way, you’re only featuring those that are the most helpful to visitors or those that will do the best job of highlighting the benefits of your product or service. 

While it’s crucial to include descriptions of your products or services you’re promoting on your one-page website, here’s where you’ll want to keep things concise. Product descriptions, your company’s philosophy, your brand story—they should all be short and sweet. 

However, it’s key you don’t read “short and sweet” as “slap down a sentence or two and call it a day.” Your descriptions should be to the point, but they also need to be impactful. Each word counts, so use ‘em wisely.

4. A strong & strategic call to action isn’t a maybe (it’s a must)

Just like any other website, a prominent call to action (CTA) is a must for a one-pager. It can be subtle. It can be direct. It just can’t be missing. 

Whether it’s making a purchase, submitting a form, signing up for a monthly newsletter or just reaching out (with that contact info!), a CTA is what tells your visitors how to proceed and ultimately make your goal a reality. A few prime places you can place a CTA on your one-page website are…

  • The top of the page or the header
  • The sidebar
  • The footer
  • A popup

Follow the natural visitor flow and determine the most strategic places to put your CTA(s).

Here are three examples of solid CTAs on some stellar one-page websites:

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Sparky 

Land on the one-page Sparky website, and you’ll see a button in the upper-righthand corner to “get in touch,” which opens a box prompting you to fill in a form to start a project. As you make your way down the one-page scroll website, the option stays in the upper right corner, making the CTA super accessible wherever you are on the page.

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Sonikpass

Sonikpass keeps visitors easily scrolling until they reach the bottom where their CTA lives—a simple, “Get in Touch” with the necessary info. Don’t make things complicated if they don’t need to be.

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Webkey

Webkey’s one-page website ends with a footer including the option to subscribe to their newsletter. But, above that is another easy CTA—a bright, super simple question, “Are you ready to take control?” prompting you to start a free trial. 

5. Don’t forget your contact info 

Imagine…

Your ideal customer happens to land on your single-page website. Score! You’ve done everything right to keep them scrolling (as we’d hoped). They get to the bottom, ready to reach out with a question or comment before committing to the next step toward making a purchase…but they’re left with a fancy footer and no contact info. Womp womp.

Like with most websites, including contact info on your one-pager is a necessity. Make your contact info easy to find either in the header, footer or as its own designated section.  

 

Faster to code, one-page websites can be created quickly and are available in cheap formats. They’re also efficient and effective and prompt visitors to make quicker decisions. Are you hopping on the one-page website bandwagon, or do you have your own single-page website copywriting best practices? Fill me in—leave a comment below!

What Now?

Here are your three next steps to put the info we just covered into action:

  1. Outline your one-page website. What do you need to include? Again, think about your buyer personas (not familiar with buyer personas? check out my blog post on B2B buyer personas) and specific audience. Make sure your one-pager will answer their typical questions.  (When in doubt, I always come back to start with the who, what, when, where, why, and how.)
  2. When you have a good idea of the content you’ll need to include, take a look at that list and determine if a one-pager is the best way to go or if you should commit to a multiple page website.
  3. If the thought of writing your one-pager has you feelin’ overwhelmed and you decide to hire an expert web copywriter, shoot me an inquiry form for a quote. Or, schedule a free consult call. We’ll chat about your goals and see if we’re a good match. 

 

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