In business and marketing, clear and concise communication is key. But in such fast-paced industries, it’s often hard to capture a person’s attention long enough to get things through.
This is why one-pagers come in handy. But what are they, and how do you create one that gets results?
What is a one-pager?
A one-pager is a single-page document that gives a quick overview of a business, product, service, or idea. It’s like a summary that highlights the most important details for the reader.
Unlike brochures or long-form content, a one-pager is easy to read and understand. It’s meant to catch the reader’s attention and guide them to your website for more information.
One-pagers use a mix of graphics, text, and other design elements to deliver the message. Visuals help keep readers engaged and make the information easier to digest. And since it’s only one page, you can easily share it through email, social media, or print.
One-pagers aren’t just for sales and marketing, though. Some companies use them internally for quick updates, training guides, or to provide overviews for clients and investors. Individuals also use it to provide a snapshot of their services and experiences, like a toned-down resume.
After all, companies run on efficiency. One-pagers are a great way to share information with everyone.
Key Elements of a one-pager
The elements in a one-pager can vary depending on who it is for and why it is needed. But some elements are always present. These are:
- Headline—A title that grabs your prospect’s attention and makes them read the rest.
- Company information—Your logo and a summary of who you are.
- Pain points—The problem you’re solving and how it affects your target audience.
- Features and benefits—The section where you explain the key features and benefits of your company, product, or service.
- Social proof—The part where you back up your claims with testimonials, statistics, and other proof.
- Call to action—Text that prompts your reader to make an immediate response.
- Contact information—Clear information on where to reach you or find information (email, social media, phone, website, or QR code).
Tips on Writing a One-pager
Here are a few things you should do when writing a one-pager.
1. Define your goal.
What’s the purpose of your one-pager? Is it to sell, educate, or introduce something? Whatever it is, make sure everything you put in supports that goal.
2. Make a project brief.
Gather and outline everything you’ll need for this project. This includes ready-made graphics, target audience, objectives, and any other relevant information. Have everything in one place for easy reference and formatting.
Organize what information goes at the top, middle, and bottom of your document. The top should grab attention and present the main message, the middle should provide supporting details, and the bottom should include a strong call to action. This structure helps your one-pager flow smoothly and effectively communicate your message.
3. Write a value-driven headline.
Choose a title that grabs attention and highlights your value. Use strong, action-oriented verbs to make your title stand out. Pair these with the solution you offer or the results you deliver to create a more compelling message.
A watch company launching a new fitness tracker might use, “The Future of Fitness: Discover Your New Gym Buddy.”
It sparks curiosity (“the future of fitness”), offers clear value (“your new gym buddy”), and uses a strong verb (“discover”) to engage the reader.
4. Write in the active voice.
The active voice keeps your copy short and direct. It also avoids confusion by making the subject clear.
In contrast, the passive voice feels, well, passive. If you want punchy, engaging copy, stick to active voice.
5. Keep it short and simple.
A good one-pager is clear, concise, and specific. Avoid long sentences and big words. People should grasp its main idea with just a glance.
The goal is to spark interest and encourage your audience to seek more information. Focus on the essentials and how they directly benefit your reader.
6. Stay on-brand.
Make sure your one-pager has your brand’s unique voice, values, and personality. Brand consistency strengthens brand recognition. People are more likely to engage with brands that feel familiar.
It’s also what sets you apart. Remember, you’re not the only one putting out content.
7. Add CTA
Always include a call to action. You don’t want your audience to stop at your one-pager. Tell them what to do next.
And never forget to add your contact information at the end. Include multiple ways your audience can reach you.
Make it convenient for them. If it’s digital, add clickable links. If printed, add a QR code they can easily scan.
Example
Here is what a one-pager might look like before adding graphics.
Headline: Transform Your Living Space with EcoNest
Introduction: EcoNest is dedicated to providing eco-friendly home improvements that enhance comfort, reduce energy costs, and promote sustainability. We empower homeowners to make environmentally conscious choices without sacrificing style or functionality.
Service Offered:
- Solar panel installations: Harness the power of the sun to lower energy bills.
- Smart Home Automation: Optimize energy usage with smart technology solutions.
- Green Roof Systems: Improve insulation and promote biodiversity
Unique Selling Points:
- Expert Consultation: Personalized assessments to find the best solutions for your home.
- Quality Assurance: We source all products from trusted manufacturers to ensure durability and performance.
- Community Impact: We donate a portion of every sale to local environmental initiatives.
Target Market:
- Homeowners interested in sustainability
- Environmentally conscious consumers
- Individuals looking to reduce energy costs
Call to Action: Join the green movement today! Contact us for a free consultation. (Hyperlink to our consultation form)
Contact Information:
- Website: econest.com
- Email: [email protected]
- Phone: (555) 901-3211
- Add links to our official social media pages.
- Add QR Code
In most cases, you’ll be working with a graphic designer. You take care of the text, and they design the layout. It’s essential to communicate your vision clearly. This ensures the design aligns with your message and brand persona.
Do you need a one-pager?
There are a lot of scenarios where you might need a one-pager. A product one-pager, for example, would focus on potential customers. It will likely highlight the product’s key features, benefits, and pricing.
In contrast, a company one-pager provides an overview of the business. This covers its vision and mission statements, services, target market, and unique selling points. Its audience will likely be investors, partners, and clients who want a concise understanding of the company.
Whatever the type, you might need one because:
- You want to save time. In this fast-paced world, people want quick answers. A one-pager allows you to give one.
- You want engagement. Whether printed or digital, a one-pager easily catches attention and is easy to share.
- You want to highlight the essentials. A one-pager conveys all important information in a digestible format.
Have you written a one-pager? Share your thoughts below!
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Cole is a blog writer and aspiring novelist. He has a degree in Communications and is an advocate of media and information literacy and responsible media practices. Aside from his interest in technology, crafts, and food, he’s also your typical science fiction and fantasy junkie, spending most of his free time reading through an ever-growing to-be-read list. It’s either that or procrastinating over actually writing his book. Wish him luck!
