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Erin Ferree
Small Business Brand Designer
San Luis Obispo, California

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Do This "One Thing" For Website Success

If your next web visitor could only do one thing there, what would they do?
 Having one thing for your visitor to do on your website is a powerful strategy that will help you get better results.
Written Aug 18, 2011, read 1119 times since then.


Ask yourself this question to take your website strategy to the next level:

If the next person who visited your website could only do one thing there, what would you want that thing to be?

Having one main thing for your visitor to do on your website is a powerful strategy that will help you get better results for whatever is most important on your website.

There are a few reasons why the "One Thing" philosophy makes sense for both you and your visitors:

First of all, it is easier for you to do "One Thing" well. Trying to write copy, design a marketing strategy and create a business strategy around way too many things is a lot of work - and if you're doing too many things, you can't do any of them as well as they need to be done. Confucius nailed it when he said, "The man who chases two rabits, catches neither."

Second, it is easier to get your visitor to do "One Thing". If you're offering one clear choice of what to do next, then your visitor can see what they're supposed to do, how to do it, and make just one decision - instead of deciding between too many things. In a time where we're inundated with choices, it's important to make your prospect's life easy, and create a focused call to action for them to take.

Thirdly, it is easier to get people to talk about "One Thing". You want people to help you spread the word about what you're doing, right? Giving them one clear thing to talk about can help get the word out farther, faster and to make sure the message that's going out from all of the people who are talking about you is consistent and clear. Your visitors will leave with clarity, and be able to pass that clarity on.

And, it's important to note that focusing on one thing doesn't mean that they'll only do "One Thing" with you. It simply gives them a starting point. You can still offer many things, and serve people in many ways - but you just don't confuse or overwhelm them with that up-front.

Here's an assessment to see if your site is well designed to harness the power of "One Thing".

  • How clear is your website that you want them to do that "One Thing"?
  • Does that "One Thing" get lost in the shuffle of everything else you're talking about and offering?
  • Can they do that "One Thing" from every page of your site? (You never know which page a visitor will enter your site on!)
  • Is your offer for the "One Thing" compelling to your ideal client?
  • Have you made your "One Thing" irresistable?
  • Is the "One Thing" extremely obvious?
  • Does the design around the "One Thing" make it stand out?
  • Does the rest of the design on the page encourage the visitor's eye to move to your "One Thing"?

How easy do you make it for them to do that "One Thing"?

What do you think of the "One Thing" approach for your website?

Do you see how you could apply it to your business?

I'd love to get your feedback and comments!

Learn more about the author, Erin Ferree.

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