There is definitely some chemistry with this design trend. It has been around for quite a while, but it’s still on the rise and too many websites opt for it.
A long time ago, having a single-page website was not something you would be proud of. Those were purely informative, “business card” websites that were considered cheap and boring.
But now single-page as a design trend is something entirely different. It removes clutter from a design, leaving a clear, but beautiful user interface with concise and focused content. From a UX perspective, there are both good and bad things about single-page design, but usually users love navigating these websites, which is already something to consider.
The pros of single page website design
Why opt for a single page design for your website over a multi-page design? For starters, successful single page websites are clean and comprehensible. A single page website, that splits content into small chunks and removes UI clutter, is easy for users to digest.
Single page design also contributes to an intuitive user journey. With no additional pages, visitors enjoy a linear navigation flow — which tells a story with a clearly-distinguished beginning, middle and end.
Another advantage of having a straightforward navigation system is that there is usually only one action to be taken by the user. Studies show that having a single page can lead to increased conversions (>37.5%) than multi-page sites because users begin the process sooner and move through it more quickly, with nowhere to get lost or distracted by another offer.
Technically, split-screen layouts date back to 1903, to the film Life of an American Firefighter by Edwin S. Porter. But in web UI design, split-screen layouts started gaining popularity in 2013 and really started picking up steam in 2016.
Split-screen layouts are a popular design choice when two elements need to have equal weight on a page and are often used in designs where text and an image both need to be featured prominently. Placing them side by side instead of vertically or with a text overlaying the image is a conscious design choice that can lend a sophisticated, minimalist quality. Two images placed side by side are also commonly seen, sometimes with text overlays.
Create A Visual Hierarchy
Visual hierarchy tools used for web design include size, color, contrast, proximity, and repetition. A common belief states that people read in the F-pattern when they are served a large amount of textual content, while the Z-pattern suits pages that have less text. But, it is suggested to use both of these patterns for different sections, as a single-page website contains numerous sections, and it’s essential to diversify the site structure.
The single-page visual hierarchy should be concise yet encouraging. Before selecting a particular page structure, identify your needs and keep in mind that you only have one page to scroll.
Place “Back To The Top” buttons at the end of each section so that your visitors can easily, and more importantly, quickly get back to the beginning of the website. There is nothing more frustrating than having to manually scroll all the way back to the top of the page.
People will stay engaged with a website that is easy to get around. If it is difficult to use, they will not stay on your page long enough for you to get your message across.
Bottom line, if you make it all about UX being as easy to use as possible, the better your chances are of converting those “looky-loo” visitors into actual clients.
Consider Horizontal Scrolling
Not all horizontally-scrolling websites are single page sites. But a fair number of them are, and it’s an interesting way to break out of the standard single-page box.