7 Ways to Use Video in the Awareness Stage of the Buyer's Journey
Video is a powerful marketing tool. This article examines how video can be used in the "Awareness" stage of the Buyer's Journey.
"One Page" Websites
What is the benefit of having a single page for a website?
The traditional five-page site is the typical choice for many businesses, but some have found value in the one-page site format for its convenience, ease of navigation, and affordability.
With the single-page site, you can forget the About, Features, and Contact Us pages, because they’re all included on one superfluous page.
Navigational links will help users jump to the sections of the page they wish to read. The user could also scroll the page to reach the content sections of their choosing.
Let's Compare
Pros
- Speed: People are in a hurry and attention spans are shorter than they used to be. So, you can see why a scrolling one-page website is appealing to users. When a potential customer has to pause and search for the right tab to select, it slows down their search.
- Clean and comprehensible: Content in small chunks is easily digested and free of unnecessary clutter which tires the user.
- Intuitive: Without the distraction of additional pages, visitors can experience the linear navigational flow of a one-page site. The story is told in a simple format: beginning, middle, and end like all great stories. Remember, storytelling is key in content marketing.
- One action: One-page websites have been proven to lead to more conversions by as much as 30% than multiple-page websites. This is because customers enter the process earlier and move through it quicker without getting distracted along the way.
- More mobile: A one-page site is an excellent choice if you’re interested in responsive design. Adapting chunks of content on a single page website to smartphone screens and handheld devices is far easier with a one-page site. Scrolling comes more naturally than tapping when you’re using a mobile device.
One Page
Multiple Pages
- Traditional and familiar navigation giving the user a visual map of where to go. E-commerce sites especially benefit from this design.
- There’s a better chance to rank for specific keywords because you can optimize each page for a specific keyword. If you have five pages, then you can optimize for different keywords rather than just one.
- Multiple entry points are available to access the website.
Cons
One Page
- Long streams of content: It’s easy for readers to feel overwhelmed by too much information in one place. Unending scrolling can kill conversions. So, it’s a good idea to chunk your content and keep your information to the point and on message.
- Performance: One-page websites can be clunky if the site is heavy with content and containing video and other media. Heavy sites can be slow to load.
- Search: One-page sites are not as efficient for finding specific information.
Multiple Pages
- The potential customer may get lost in all the information and lose track of the message being conveyed by your website.
- Sometimes too many pages can work against your marketing message. When a customer has too many options, it can water down your brand messaging. It’s a good idea to keep it simple even if you choose a multiple-page site.
- Navigation can be disruptive and distracting.
Are One Page Websites for you?
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