Is there a “best” website format?
There isn’t.
The right structure depends on what you need your website to do right now. Not on whether it has one page or twenty.
I learnt this lesson recently while working on a redesign. Instead of asking my client ‘How would they like the website to look?’ I asked, ‘What job does the website need to do?’
And it completely changed my approach. Let me tell you how.

The Website Wasn’t Broken. It Wasn’t Working.

SuperMachine Wash, a laundry service in Nakuru, had a website
Technically, it was a website.
Their homepage had: a stock photo, a generic headline, no pricing, and a “posts coming soon” section. No more business information or helpful links to guide visitors to take the next step.
The website was a dead end.

Old supermachine wash homepage
Old Supermachine Wash homepage

Word of the services passed by word of mouth, customer referrals, and WhatsApp groups.
The website’s failure was costing them business. No traffic on the site meant they had no way to attract enquiries or laundry pickup requests.
Thus, the goal became clear.
The redesign was no longer about aesthetics and fluff words. Instead, we needed to build a site that would help bring in their potential customers.
We were going to build for visibility.

Build for Visibility: Multi-Page Website

SuperMachine had little brand recognition aside from its existing customers.
The new site needed to pop up in search engines. When a new customer searched for ‘laundry services in Nakuru’. Or any other locally related terms.
It needed to gain visibility beyond the few social outreach channels. Though it was still a new business, a multi-page structure made the most sense.
Each page would give Google clearer topics to understand and index, creating more opportunities for potential customers to find the business.

SuperMachine Homepage
Screenshot of SuperMachine Homepage Multi-page Site: Source

Then the Business Changed

Four years later, the business had changed significantly. Business had grown, and so had its online presence.
Their social media presence now included active TikTok, Facebook, and Instagram pages, alongside a growing number of WhatsApp groups.
Google reviews had increased. And even some knew of the business without landing on the website.

Google review for supermachine
Google review screenshot for SuperMachine: Source

The website’s role had changed. Visibility was no longer a priority. Instead, it needed to turn existing interest into pickup requests.

Build for Conversion: One-Page Website

Now, a one-page website was the better solution.
All their information would be visible on a single page:

  • Who they serve
  • How the service works
  • Pricing
  • Customer reviews
  • A clear call to request a pickup

Much of the content stayed the same. But it became easier for customers to act.
There was no need to jump between pages to understand the services. A quick scroll showed what it cost, why other customers trusted them, and how to request a pickup.
Customers didn’t have to think too hard about the next step. They could easily move from information to action.

So why did this new approach work with the redesigns?
Let’s go over it.

What’s a One-Page Website?

Think of your business brochure and sales conversation combined into a single page.
The content is not scattered across several pages. It’s organized into sections. Visitors scroll rather than jumping between pages.
Your typical one-page website can include:

Header
About section
Services
Social proof
FAQ (optional)
Call to action with a button or link.
Onepage website for SuperMachine
Screenshot image of One page SuperMachineWash: Source

It can feel like a homepage but it’s content in the sections would probably be found in other pages.
For businesses with one clear offer, this approach can work well.
Having multiple offers on a single-page website can create confusion. The more offers you add, the harder it becomes for visitors to understand what they’re supposed to do next.
Visitors can’t move from the header to the final action. You’ll need to add more information to answer their questions.
To make your one-page achieve its purpose, stick to one offer. It becomes easier for visitors to reach out for a conversation.
For newer businesses, clarity often matters more than advanced SEO tactics.

Is a One-Page Website the Same as a Landing Page?

Not quite.
People can confuse them and use the terms interchangeably. But they’re designed for different jobs. The content and goals can help differentiate them.
A landing page is usually built to support a marketing campaign.
You use it to increase conversion from an advertisement, email campaign, or promotion.
The information you’ll find on a landing page is only for the campaign. No extra sections that give more details about the business. This is where they differ.
A one-page website serves as the business’s main website.
It needs to explain who you are, what you do, why someone should trust you, and the next step for your visitor.

Think about it this way: ‘A landing page supports a campaign. A one-page website represents the business.’

One PageLanding Page
It represents the business or brand It supports a marketing campaign
Sections show different parts of the business Only has information about the campaign
It’s the main website, so not time sensitiveTemporary for the period of the campaign
Goal is to introduce visitors to the businessGoal is to convert target audience
Table comparing one-page website and landing page

What Is a Multi-Page Website?

Now let’s move on to the multi-page website. It gives different parts of your business room to stand on their own.
Where each page plays a specific role in introducing those parts of the business to the visitor:

The homepage introduces the business and helps visitors find the information they’re looking for.
The services page shows what you do.
The about page builds trust by telling your business story.
The blog attracts people searching for more information.
The contact page makes it easy to get in touch.

Extra pages on the website can include a portfolio, careers, or even a pricing page. It all depends on your needs. Most standard websites stick to the pages mentioned above with little variation.
The biggest advantage of the multi-page structure is depth.
You get more space to add more information without overburdening any single page. You can explain services, speak to different audiences, and target different search terms.
But having extra pages doesn’t automatically create better results.
Each page has to earn its place.

Which One Is Right for Your Business Right Now?

If you’re still unsure of the answer, you can use this three question framework to further ease your decision.

1. What do you want your visitor to do?
Your website has one primary goal: to request a quote, book a call, or start a conversation. A one-page website is often enough.
Visitors need to compare services, research different offers, or explore multiple resources. A multi-page website is the better fit.

2. How much information does your visitor need before taking action?
Extra pages become useful the more explanation, detail, and context your visitors need. But if your business can be understood clearly on a single page, keep it simple.

3. Are you trying to rank for multiple search terms?
A one-page website can work well around a single core keyword. Dedicated pages make more sense if you have multiple services or audiences.
Your goal is to choose the structure that supports your business needs today.

What Every Effective Website Has in Common

They are the basis of an effective website.

Clarity
Visitors should clearly understand what you do, who you help, and why they should care.
If you leave them to figure it out, they won’t. They’ll leave. Even if your website has the content they are searching for.

Completeness
People need enough information to make a decision.
That means trust, credibility, and guidance. They need to understand the offer, see proof that you can deliver, and know exactly what to do next.
Lacking these elements leaves your visitors with doubts from unanswered questions.

Consistency
The design, messaging, and tone should reinforce the same impression.
For example, an outdated service page can make the visitor doubt its trustworthiness. Especially if it follows a professional-looking homepage.
A website shouldn’t feel like it was assembled from five different templates and written by three different people.
But at the very least, every website needs:
– A clear headline
– A reason to trust you
– The next step
Everything else exists to support those three essentials, including the design.

The Real Lesson

Start with the need. For a business, that need is usually tied to a specific goal.
– Do you need people to find you?
– Do you need them to trust you?
– Do you need them to enquire, book a call, or request a quote?
Once the need is clear, create the message. Then build the website around that message. Not the other way around.
The goal is not to choose the perfect website structure. It’s to choose the structure that best supports what you need today.
And if your business, customers, or marketing channels change, your website can change too.

Now you know the process to decide on the type of website, what’s next?

WhatsApp me and let’s talk about what your website should be doing for your business right now.
You may discover your current website is okay.
You may discover it isn’t.
Either way, you’ll leave with a better understanding of what your website should be doing next. I’ll ask a few focused questions about:
– What you sell
– Who your customers are
– How people currently find you
– What you want your website to help you do
By the end of the conversation, you’ll have a clearer idea of:
– Which website structure fits your business
– What your website needs to say
– What the next practical step looks like
No commitment to work together.
If we’re a good fit, I’ll explain exactly what working together looks like.
If we’re not, I’ll point you in the right direction.
Either way, you’ll leave with more clarity than you started with.

WhatsApp Me
In this article
  1. The Website Wasn't Broken. It Wasn't Working.
  2. Build for Visibility: Multi-Page Website
  3. Then the Business Changed
  4. Build for Conversion: One-Page Website
  5. What's a One-Page Website?
  6. Is a One-Page Website the Same as a Landing Page?
  7. What Is a Multi-Page Website?
  8. Which One Is Right for Your Business Right Now?
  9. What Every Effective Website Has in Common
  10. The Real Lesson
  11. Now you know the process to decide on the type of website, what’s next?
Profile picture of Esther Wonge

Esther Wonge

Copywriter & Web Designer · Beginners Copy

I write and design one-page websites for consultants, service businesses and law firms in 7 business days through a focused, copy-first process.

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