Table of Contents
- One Page, One Goal: The Secret to Better Web Design
- Why Single-Purpose Pages Work Better
- What Happens When You Focus
- Building a Strong Call to Action
- Making Your CTA Impossible to Miss
- Getting the Supporting Elements Right
- What to Include (and What to Skip)
- Keeping Things Consistent
- Testing Your Pages
- Common Questions About Single-Purpose Pages
- Quick Definitions
- The Bottom Line
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Last Edited Time
Jul 2, 2025 04:17 PM
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Platform
Web Design
Category
Design Theory
Topic
CTA
AI summary
Each web page should have one clear goal to avoid confusion, supported by a strong call to action, consistent design, and user testing to ensure effectiveness. Focus on simplicity and clarity to enhance user experience and drive conversions.
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One Page, One Goal: The Secret to Better Web Design
TL;DR: Key Points
- Give each web page one clear job to avoid confusing visitors
- Use one strong call to action that stands out
- Design everything to support your main goal
- Keep your website consistent so users know what to expect
- Test with real people to see if your pages actually work
Why Single-Purpose Pages Work Better
Here's something I've learned after 20 years of building websites: pages that try to do everything end up doing nothing well.
Each page on your website should have one clear job. Maybe it's getting someone to buy your product, sign up for your newsletter, or book a consultation. Whatever it is, that goal should be obvious the moment someone lands on the page.
I see too many websites where the homepage tries to be a shop, a blog, a contact form, and a company brochure all at once. The result? Visitors get overwhelmed and leave without doing anything.
What Happens When You Focus
A focused page makes decisions easy for your visitors. They don't have to figure out what's important or what they should do next. You've already made that clear.
This approach works because our brains prefer simple choices. Give someone three clear options and they'll pick one. Give them fifteen competing options and they'll often pick none.
Building a Strong Call to Action
Your call to action (CTA) is the most important element on any page. It's the bridge between someone visiting your site and actually becoming a customer or subscriber.
A good CTA does three things:
- Tells people exactly what will happen when they click
- Stands out visually from everything else on the page
- Creates some urgency or benefit
Making Your CTA Impossible to Miss
Put your main CTA where people can see it without scrolling (we call this 'above the fold'). Use a colour that contrasts with your page background. Make the button big enough to click easily on mobile.
The text matters too. 'Submit' tells me nothing. 'Get My Free Quote' tells me exactly what I'm getting and that it won't cost anything.
Getting the Supporting Elements Right
Just because you have one main goal doesn't mean you strip everything else away. You still need supporting content that builds trust and answers questions.
The trick is arranging everything so it points towards your main action. Your headline should relate to it. Your images should support it. Even your testimonials should reinforce why someone should take that action.
What to Include (and What to Skip)
Include things that help people make decisions:
- Social proof like testimonials or client logos
- Clear explanations of what you're offering
- Trust signals like security badges or guarantees
Skip things that create distractions:
- Links to other pages (except your main navigation)
- Multiple competing offers
- Anything that doesn't directly support your main goal
Keeping Things Consistent
Consistency isn't just about using the same fonts and colours (though that matters). It's about creating predictable patterns that make your website easy to use.
If your main CTAs are always bright blue buttons, people learn to look for bright blue buttons. If your contact information is always in the same place, people know where to find it.
This predictability builds confidence. When people know what to expect, they're more likely to stick around and take action.
Testing Your Pages
Here's what I do with every page I design: I show it to someone who's never seen it before and ask them what they think the page wants them to do.
If they can't tell me in five seconds, the page needs work.
You can do this formally with user testing tools, or informally by grabbing a colleague or friend. The key is getting feedback from people who haven't been staring at the page for weeks like you have.
Pixelhaze Tip: Record yourself using your own website to complete a task. You'll spot problems you never noticed before, especially on mobile.
Common Questions About Single-Purpose Pages
What about my navigation menu? Doesn't that give people other options?
Your main navigation is different. People expect it to be there, and it helps them understand your site structure. The key is not having competing calls to action within your page content.
Can I still have a footer with links?
Absolutely. Footers are where people look for additional information, legal pages, and secondary links. Just make sure your footer doesn't compete with your main page content.
What if people need more information before they're ready to take action?
Build that information into your page design. Use sections that progressively reveal more detail, or link to dedicated information pages. The goal isn't to hide information - it's to present it in a way that supports your main objective.
Quick Definitions
Call to Action (CTA): The button, link, or instruction that tells visitors what to do next (like 'Buy Now' or 'Download Free Guide').
Conversion: When a visitor does what you want them to do - buys something, signs up, calls you, etc.
Above the fold: The part of a webpage people can see without scrolling down.
The Bottom Line
Single-purpose pages aren't about stripping away everything interesting. They're about being intentional with every element you include.
Start with your goal, then build everything else around it. Your visitors will thank you with their attention, and your business will thank you with better results.
The best websites don't try to impress people with how much they can do. They make it incredibly easy for people to do one thing well.