The Power of One: Why Every Page Needs One Job (and How to Write for It)
Let’s be real — most websites try to do too much.
One page says:
“Get a quote. Book a call. Download our guide. Read our blog. Follow us on socials. Watch this video. Contact us anytime!”
...and the customer’s like:
“Wait — what am I supposed to do here?”
Confused people don’t convert. Clarity always wins.
That’s why we use the Power of One rule at Dove Digital:
Every page should do one thing — and do it well.
Not five things. Not vague things. One clear action, one clear audience, one clear message.
Here’s how to make your pages work harder by doing less.
What Is the “One Job” Rule?
Every page on your site should have a single, specific goal — and everything on the page should support that goal.
Let’s say it together:
One page = one purpose.
Examples:
Page TypeOne JobHomepageGet them to click deeper into the site or book a callService PageGet them to inquire or book nowProduct PageGet them to buy or add to cartLead Magnet PageGet them to download the freebieAbout PageBuild trust + nudge toward next step
What Happens When You Don’t Follow This Rule?
You get:
Multiple CTAs competing for attention
Visitors bouncing because they’re overwhelmed
Great traffic but poor conversions
A site that looks “busy” instead of “clear”
And worst of all? People leave your site feeling unsure — and unsure people don’t buy.
How to Find the “One Job” for Each Page
Ask yourself:
What’s the next step I want this visitor to take?
What’s the ONE thing that matters most on this page?
What does success look like for this page?
If it helps, fill in the blank:
“If someone does only ONE thing on this page, I want them to ______.”
How to Write a Page With One Job
Once you’ve got your goal, build everything else around it. That means:
1. Headline That Matches the Page’s Job
Make it clear, not clever.
Bad: “Unlock Your Potential”
Good: “Get Personal Coaching to Quit Your Job and Start a Business You Love”
2. Body Copy That Leads to One Action
Don’t meander. Keep it short, focused, and benefit-driven.
Use this simple structure:
Problem (why they’re here)
Solution (why you’re the right choice)
Outcome (what they’ll get)
CTA (what to do next)
3. One Clear Call to Action (CTA)
Not three. Not “learn more” AND “book a call” AND “subscribe.”
Pick one. Use it multiple times.
Examples:
“Book a Free 15-Min Call”
“Download the Starter Kit”
“Try the Planner — $9 Today”
“See Before & After Results”
Real-World Example: A Cluttered vs. Clear Page
Cluttered Service Page:
Welcome message
Quote from founder
Embedded video
Full menu sidebar
Newsletter signup
Services list
“Contact us”, “See our blog”, “Book now”, “Follow us” buttons
Visitor reaction: “This is too much. I’ll come back later.” (Spoiler: they won’t.)
Clear Service Page:
Headline: “Book Professional Home Cleaning in Brisbane”
3 bullets: fast, insured, eco-friendly
Simple form: Name, Suburb, Date
CTA: “Get Instant Quote”
Visitor reaction: “This is what I need. Click.”
The Power of One in Design
Copy isn’t the only culprit — design matters too.
✅ Use space. Let your CTA breathe.
✅ Limit distractions (pop-ups, flashing banners, extra links)
✅ Repeat your CTA — top, middle, bottom
✅ Make buttons big, bold, and unmistakable
✅ Keep visual hierarchy: headline > body > CTA
Bonus: Quick “One Job” Page Audit Checklist
What is the one goal of this page?
Is there only one main CTA?
Does the headline support that goal?
Does every sentence lead toward action?
Are there any distractions I can remove?
Is the CTA repeated 2–3 times naturally?
Final Word
Simplicity isn’t lazy — it’s smart.
When every page has one job, your whole website starts to feel more intentional, more confident, and way more effective.
At Dove Digital, we help business owners like you strip out the noise and build websites that work like your best salesperson.
Want us to review your key pages?
Book a Free One-Job Website Audit — we’ll show you what to fix first.
