Why – in the name of all that is holy – does your B2B website need more than one page?!

If, like mine, your business exists to sell a single core service – to solve one problem for your clients – then you should be able to sell it on one page.

Multiple pages become necessary only when things are genuinely complex:

– Multiple audiences

– Multiple (genuine) offers, services, or products

– Blogs, or libraries of case studies

But otherwise, boiling things down to a one‑pager should be considered an upgrade, not a compromise, and here’s why 👇

I often say, as an analogy, that a one page website is like a good sales call.

How did you even get my number?

An effective salesperson will control the sequence of a conversation. They won’t start with price. They’ll start by exploring the problem, helping the prospect to understand the cost of leaving it unsolved, and then systematically ruling out some obvious alternative solutions.

A one‑page website lets you do the same thing: to guide the prospect through the stages of your argument in the correct order.

With lots of smaller pages, visitors can jump around in any order they like. They can peek at the pricing before understanding the value.

But with a one‑page site you decide what comes first, what comes next, and what someone sees before you ask them to commit.

There’s another massive advantage: simplicity. And perceived simplicity. 

You must remember: your website will often be viewed in one browser tab with a bunch of your competitors’ websites open in adjacent tabs.

The viewer has a job to do: close 80% of these tabs before sending off an enquiry to the one or two which remain open – and then going to do something ACTUALLY ENJOYABLE.

If your website greets them with a complicated navigation, multiple dropdowns, and ten possible routes into the content, then browsing fatigue will kick in very fast.

And if, in the nextdoor tab, your competitor is offering a clear, focused page that immediately says “This is what we do. This is why. This is for whom. Here’s how much it costs. And here’s the proof that it works.” then their decision becomes easy.

Spoilers: the tab your site is in ain’t staying open for long. 

Lots of websites seem to offer multiple services just because it’s “the done thing”.

And this, dear reader, is the worst reason to ever do anything.

Even if you do offer five services, a normal first-time buyer is only going to buy one of them. Ask yourself: Are all those pages there because they help solve a problem for your buyer – or because they make your business look more ‘proper’?

And which of these is more important?

(Do give me a shout if you’d like my thoughts on your website – I’ll send you a free Loom video with my ideas for improving it to get you more leads.)

About Tom Fallowfield (Vanilla Killer)

Cut through the boring copy on your website and craft a compelling sales message with Vanilla Killer. We use the science of persuasion to help our clients convert more of their hard-won website traffic into valuable enquiries. Let's talk!