When Less Really Is More: Why Some Websites Work Better as One-Pagers

15 Oct

Case Study: NB Consulting, Wellington

As a web designer in Wellington, I’ve learned that sometimes the best website isn’t the biggest, it’s the clearest. A well-built one-page website can load faster, perform better on Google, and convert more visitors than a large, multi-page site.

That is exactly what happened when I rebuilt the NB Consulting website. They already had a large, traditional site that another provider had created, but after doing their own content audit, they realised much of it wasn’t needed. Together, we decided to strip things back and rebuild the site as a clean, modern one-pager supported by a dedicated Projects page.

When a multi-page site becomes too much

Not every business needs multiple pages to look professional or perform well online. In fact, simplifying a site can improve both user experience and SEO.

Here are a few signs that a one-page website might suit you better:

1. Your content feels repetitive.

If your About, Services, and Contact pages are all saying similar things, your visitors and Google may lose interest. A focused one-pager keeps your message clear and purposeful.

2. Your business offering is straightforward.

If you offer one clear service or area of expertise, like NB Consulting’s transport planning and traffic engineering, a single page can highlight everything effectively.

3. You want to improve SEO and performance.

Google prefers websites that are fast, mobile-friendly, and easy to navigate. One-page designs often tick all of those boxes, helping your site rank better for local searches such as web designer Wellington or transport consultant Wellington.

4. You want visitors to find information quickly.

A single scrolling layout guides people naturally through your story: who you are, what you do, your experience, and how to contact you. No clicking around, just a smooth journey.

How I simplified the NB Consulting website

NB Consulting had already done the hard work of auditing their content and identifying what was essential. My role was to translate that into a streamlined structure and fresh design that supported their goals.

We kept the key information on a single Home page and created a separate Projects page for their recent work.

Now their website:

Opens with a clear introduction to who they are and what they do
Highlights their transport planning and traffic engineering services
Showcases key projects for credibility
Finishes with a clean contact section that invites enquiries

The result is a fast, modern, and professional site that performs better on search engines and is easier to maintain. They love it, and their clients do too.

The takeaway

A one-page website isn’t a shortcut, it’s a strategy.

If your business has a concise story and you value clarity, speed, and usability, a single well-designed page can do a better job than a large, complicated site.

At Made by Markham, I help small businesses across Wellington and New Zealand create clean, functional websites that reflect who they are and what they stand for.