User design is something that web designers and marketers will argue about all the time. There are two major elements of design that you will no doubt run into, especially if you’re launching a business site. There is the pull to building a landing page or a full-scale website. Even 1 page websites fall into this conundrum, but for the sake of argument, consider why you may want to use either one.
There is a strong push to say one is better than the other. However, there is no “one” option that works for every business. Some businesses will not want to go with a landing page or 1 page website, but rather build a robust web presence. Others will want to have a solitary design, and will truncate a lot of information into 1 scrolling site. Whichever you decide, there are reasons why you may want to go with either one, especially from the focus of UX and UI design overall.
Why One Page?
First and foremost, focus on 1 page websites. There are a lot of these online, and you’re going to run into a lot of corporations that are working with this category. These are simple, responsive, and they are meant to create a simplified user experience. These pages force you to navigate them with one direction. You’re either going to scroll down, right, or you’re going to get all your information in 1 area. The rest will be visual design flow, and nothing more. Simplifying design is good, but one page designs are meant for specific purposes, like giving information to customers looking for physical stores, or sending a message with large images. The biggest advantage to this is a that it allows the end user to work through the page without confusion. Up is “up” and down is “down”, there’s no mystery. That’s a good thing.
The Landing Page
Moving forward to marketing, you’ll find that the landing page speaks volumes to those that are promoting products, services and more. Affiliate marketers will use these pages a lot. You may be tempted to use one. This is different than a 1 page website. This is a solitary page, but there’s a purpose to it. These are the most common purposes for a landing page:
Collecting Information – the first major reason why you may want to use a landing page is to collect information. If you’re building an email list, want to send a newsletter out, or you want to give someone a gift, you will need to collect their information. Often times, landing pages are used by marketers to build affiliate marketing lists to then sell, or market to down the line.
Pre-Selling Products – the next reason why you may want to work with this option is to pre-sell a product. When someone lands on this page, you’re going to give them a video to watch, or a longwinded story that leads to recommending a product. Often, these present a problem, then answer the issue by selling a product.
Creating Backlinks – one of the unsung heroes of SEO marketing is found with landing pages. You may find that companies like Dell, have used this method to flood the market with pages that send users to their eCommerce sites. Try to buy a laptop and you could land on single pages set up by Dell to sell you a computer. They’ve done this 1,000 some odd times, and have a landing page for nearly every language, country, and more. That’s 1,000 authority backlinks, which then leads to sales.
Landing pages collect information, sell items, and promote ideas fast.
Full Scale Websites
Multiple page websites are usually business related pages. They are created to house a lot of information, products, and more within one domain name. Large companies like Nike, and others will have multiple pages to help with not only promoting their brand, but also selling through products without being a retail center.
When you set up a website like this, you get to control content, where people go, the SEO across several pages, and a lot more. The advantage here is that you keep your audience within your branding, and you sell directly to them, not through an outside reseller or third party.
When To Use Either One
To conclude all of this into an easy to follow focus, consider when to use each one. Use landing pages for affiliate marketing, back-links, and gathering information. Use multiple page websites to create your portfolio, business website, and a larger experience for the end user. This is meant for branding and marketing of a business, and not direct sales, etc.
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