A onepager is a website that consists of a single HTML page. Navigation on the onepage website is usually done by scrolling or jump labels. Onepagers are most suitable as single-topic pages or landing pages for clearly defined campaigns. As far as the design of these websites is concerned, the single-page design has prevailed.

Onepagers lend themselves as a media format for advertising purposes, campaigns and landing pages for products, but also as digital business cards for smaller companies and freelancers. The advantage of these websites lies in the concentrated and structured presentation of information. They are therefore particularly popular with users who are specifically looking for answers on a topic. A successful single pager conveys the information sought in an appealing way with a mix of texts, graphics and animations.

On a one-pager, the user does not move from one page of the website to the next, but always stays on the same HTML page. The visitor scrolls from top to bottom. There is no menu for navigation, no sidebars or other elements – at most jump labels. The design primarily intends to combine text, graphics, videos and animations. The latest multimedia technologies are used for this purpose. Therefore, a professional one-pager often requires the use of several experts working together from the very beginning. This is where the skills of designers, programmers and copywriters are needed to pool their skills. For this purpose, experts for creating videos can also be used.

How to create a onepager?

Simple structures are the main focus when creating a onepager. The simpler and clearer a onepager looks, the more likely it is to achieve its goal. Many single-page websites therefore initially offer the visitor only a short message in front of a background image. The image and message act as eye-catchers, arousing curiosity and thus prompting the visitor to take the first step towards the goal: he scrolls on.

Like all websites, one-pagers are based on HTML, plus programming and markup languages such as JavaScript, PHP and CSS. Programming knowledge is advantageous for creating a onepager, but not absolutely necessary. There are online tools for creating onepagers that help with the visual design of a story. For example, a WordPress plugin offers the ability to incorporate the parallax effect popular with onepagers. Here, when scrolling, the elements of a website move at different speeds. This creates the effect of three dimensions. However, the parallax effect can also be used for other purposes.

Storytelling with one-page websites

Onepagers are ideal for the storytelling format. Telling stories in text form, supported by images and animations, brings products or messages to life. A key feature of storytelling is a common thread that runs through the entire text. The reading flow is thus created by an exciting, interesting and fluently told story – but above all by the fact that the visitor is not disturbed by sub-pages. Every scroll or click on a jump mark brings the user forward and further to the goal.

A onepager has a clearly defined beginning that leads to a clearly defined end without interruptions. Ideally, this end consists of a call-to-action. Business websites in particular boil down to such a button or link to achieve a specific conversion. An example: The visitor signs up for a newsletter or is taken to a product page.

Good texts for good onepagers

For the texts of onepagers applies (as for almost all texts on the Internet) that the user usually has little time. Often he just skims the text and scans the content for important keywords. It is therefore advisable to work more with bullet points, tables or highlights. These elements are good structural signals that support scanning. If information can also be conveyed by an image, this is recommended.

The amount of content is determined by user expectations and the complexity of the topic. When in doubt, it is better to use less than more. A holistic content can also be achieved with less volume. However, if the topic is too complex, you should consider whether a classic website is better. Redundancy, on the other hand, is not necessarily harmful with onepagers. As a rule, the user has not yet read the same information on subpages of the same domain. However, the relevant information should not be copied in a 1-to-1 format if possible (duplicate content!).

5 tips for a successful one-pager

Whether landing page, campaign page or online business card for freelancers: the success of a onepager depends on many factors. The design plays a major role, but ultimately, even with a onepager, only content that offers the user added value counts. Here are five tips to keep in mind for a onepager:

  • Responsive design is mandatory. The layout must adapt to the user’s screen.
  • A onepager, like any website that wants to keep its visitors and good Google positions, must always be up-to-date. Therefore, the website should be adapted to changing conditions from time to time.
  • The individual media elements do not stand next to each other incoherently, but complement each other and form a unit. Images support the text, texts support the images.
  • Good one-pagers are holistic. A topic is covered comprehensively, the message is conveyed in an understandable way.
  • The call-to-action leads the visitor to a specific goal.

The art of successful onepagers lies in not confusing the user despite the multitude of multimedia elements. Even without navigation, the visitor always knows where he is. User guidance is therefore essential when designing a onepager. In addition to the many advantages and purposes, however, there are also formats, content and purposes for which these single pages are not suitable. These are, for example, blogs with regularly updated content and, of course, online stores. As a rule of thumb, the more different information is published under one domain, the more likely it is to choose the classic, i.e. a website under one domain that consists of different sub-pages. However, if you want to convey a clear message, the best way to achieve this goal is with a one-page website.


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