HH #32: The Rise of the One-Page Website: Why Simplicity Wins in 2025
- Justin Hubbard
- Oct 8, 2024
- 4 min read
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Welcome to our newsletter! As the Internet continues to evolve, so does consumer behavior. Staying ahead of these changes is critical to positioning your company and website for success. What worked in the past—complex, multi-page websites with endless tabs and features—is no longer the best approach.
Consumers today are busier than ever, with constant distractions from social media, apps, and notifications, I mean it's absolutely maddening. Their attention is pulled in every direction, and they expect a seamless, efficient online experience.
Jeff Bezos captures this shift perfectly: “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” In today’s world, making that experience better means streamlining it, often through a simpler, one-page website.
Why the Shift? In the past, extensive, multi-page websites filled with features were seen as indicators of credibility and authority. But consumer behavior has changed. Now, people value ease of use and efficiency—they want a website that helps them quickly solve their problem. They don’t want to navigate through a labyrinth of links to find what they need. Today’s consumers seek simplicity and speed, qualities that allow them to quickly understand a brand and take action.
In our increasingly hectic lives, consumers often seek the path of least resistance. They want a site that addresses their needs and enables them to take quick action—whether it’s making a call, filling out a form, or learning about a service. For today’s consumer, that journey must be frictionless and intuitive.
Seth Godin echoes this need for simplicity: “The best marketing doesn’t feel like marketing.” By cutting down on extraneous features and focusing on what users genuinely need, a one-page website can feel less like a sales pitch and more like a helpful tool that respects their time and busy lives.
Enter the one-page website—a design approach that consolidates all essential information into a single, easy-to-navigate page. This approach allows users to get a complete picture of your business quickly, without needing to click around. This design aligns with the rise of landing pages in digital advertising, where the aim is to address a user’s specific needs on a single page and encourage immediate action.
With mobile browsing now accounting for more than 60% of searches, creating a streamlined, simplified user experience is essential for digital success.
The trend toward one-page websites is a direct response to changing consumer behavior. A simplified site cuts through the noise, enabling users to interact with your business more easily. By adapting to this approach, you not only enhance the user experience but also position your company to remain competitive in a fast-paced digital world.
In an era where attention is scarce, make that website as clear, concise, and compelling as possible. Stay ahead of the curve—streamline your site, simplify the user experience, and make it easy for potential customers to take action. ✌️
Justin Hubbard
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