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What Is a One-Pager: Types, Benefits & Main Use Cases

Learn what is a one-pager, what are common types of one-pagers, what one-pagers are used for, & what are the benefits of using them. Plus one-pager templates.

Dominika Krukowska

Aug 31, 2022

7 minute read

What is a one-pager

Short answer

What is a one-pager?

A one-pager is a short single-page document that provides an in-depth overview of a given business, product, or service. It’s a powerful sales and marketing asset that communicates the main benefits and unique value proposition of your offering in a concise way to pitch it to potential clients.

Many business professionals seem to think that lengthy reports are the hardest to prepare and get right.

But, once you see how valuable time is in business, you realize it’s actually those short-form documents that a lot is riding on.

We all know about the importance of a captivating elevator pitch. In this case, you need to think of a one-pager as an elevator pitch in written form.

Condensing everything your business does and stands for into a single page sounds overwhelming, I know. That’s why I put together a handy guide including everything you need to know, from the meaning of a one-pager to what any successful one-pager needs to contain.

In just a few short minutes, you’ll be right on track to create a great one-pager that captures leads. Let’s get started!

What should a one-pager include?

No matter what one-pager template you pick, a typical one-pager outline looks like this:

  1. Cover slide
  2. Introduction
  3. About us
  4. Problem
  5. Solution
  6. The details
  7. Next steps

10 main types of business one-pagers

While most one-pagers follow a similar outline, the details will differ depending on your particular use case. We can distinguish 10 main types of business one-pagers:

  1. Company/corporate one-pager
  2. Business plan one-pager
  3. Sales one-pager
  4. Startup one-pager
  5. Product one-pager
  6. Solution/service one-pager
  7. Project one-pager
  8. Process one-pager
  9. Team one-pager
  10. Personal one-pager examples

Browse business one-pager templates ➜

Who should use one-pagers for sales?

One-pagers are mostly used by various types of sales and marketing professionals, but mostly Sales Development Representatives (SDRs), Marketing Development Representatives (MDRs), and Account Executives (AEs).

What can you use a one-pager for

One-pagers are typically used for sales prospecting at the top-of-funnel awareness and interest stages to get a prospective customer intrigued about hearing more about your offering.

They are aimed at building trust with prospects and helping them decide whether they want to move forward and learn more about your product or service.


Uncommon yet practical uses of one-pagers:

  • Pitch solutions to potential investors
  • Present product or service brochures
  • Brief journalists and other media representatives about their business for PR purposes
  • Streamline internal communication and ensure all employees are on the same page regarding the company’s main business goals

Why one-pagers are important for effective sales

A one-pager is important for sales because it is your starting point in the defining lead stage (Marketing Qualified Lead, or MQL stage). But, the benefits of a well-prepared one-pager trickle down to the further stages of the funnel too.

It can either make or break that first impression and is the deciding factor in whether a lead will decide to explore your solution or go to your competitors instead.


Main benefits of creating a good one-pager

1. It saves your audience time.

Let’s get real for a moment—nobody’s going to read a twenty-page document on the first touchpoint with your business. Your prospective customers are comparing dozens of different offers as we speak.

They don’t care about all the amazing things your business can do. They just want to know what it can do for them, and your one-pager is the perfect way to provide this information. Then, if they decide to move forward with your solution, you’ll have more time to wow them with more details.


2. It allows you to communicate your business idea clearly and effectively.

Before I get into the details, answer the following question: Would you trust a solution if you weren’t fully sure how it works?

My point exactly.

You’re not alone in this. It’s in our human nature to like the things we can understand. And the best way to bring trust is through understanding and clarity.

Your one-pager is aimed to distill down what your business does and how it can solve your audience’s problems. You can clearly communicate your business idea while only including the most important information from the point of view of a potential client.

If you can easily explain your solution within a single page, potential customers will quickly assess whether it’s a good fit for them and be more likely to move down the funnel.


3. It captures the attention of potential customers.

I’m sorry to burst your bubble, but you cannot expect that customers will see the value in your solution and come to you unaided.

Potential customers are swamped with one-pagers and brochures. This is your best chance to grab their attention and prove why they should work with you and not your competitors. The end goal here is to get them to book that next meeting in order to learn more.


Static vs. interactive one-pagers

The difference between interactive and static one-pagers is that static ones are built in PDF and interactive ones are built using a digital one-pager builder, website builder, or landing page maker.

Static one-pagers should be used offline while interactive one-pagers should be used online. Using a PDF for reading on a PC or mobile will result in extremely low engagement.

PDFs are extremely frustrating to read

PDF Documents are virtually impossible to read on a laptop, let alone a mobile device. And, in an era where almost half of all outreach decks are opened on mobile, that’s a big problem.

PDF forces mobile readers to constantly pinch and out to read or view content. This will leave even the most engaged person frustrated and resentful. Even if readers did make it to the end, there’s no way to give them a clear call to action like booking a demo.

Learn about all the problems with using PDFs for digital marketing collateral ➜

static one pager in PDF format is hard to read

On the other hand, interactive one-pagers are highly engaging on all digital devices. They’re perfect for guiding readers through a storytelling narrative. You can arrange information in a way that’s easy to follow, so prospects always know what data they should be paying attention to and why.

Interactive one-pagers are highly engaging

With interactive content you can complement your text with live graphs or videos, which will boost engagement and, according to our user stats, can get 41% more people to read the whole thing.

Interactive one-pagers with engaging live graphs

Interactive one-pagers are highly converting

Interactive one-pagers make it easy to create a next step (e.g. button, link, or integrated calendar), so that once your lead is ready to take that next step, you’ll be ready for them to book that next meeting or product demo straight from the deck. Snazzy, right?

Interactive one-pagers with integrated next step calendar booking

Some interactive one-pager builders, like Storydoc, let you personalize your one-pager for specific prospects at scale. With a single click, you can create personalized versions or pull prospects’ data directly from your CRM.

According to our usage data, personalizing your one-pagers will bump the number of people who scroll all the way down to the end to 68% and get your one-pager 2.3x more internal shares within the prospect’s organization.

Interactive one-pager templates

I took the liberty of bringing you some of our best interactive one-pager templates. You can use any of these to level up your sales and content marketing game.

I’ve included different templates for various use cases to help you find your fit. All these templates leverage storytelling frameworks that help you break down your message into clear and easy-to-follow chapters.

The templates also include special components to help you narrate your story with live infographics, video, and data visualization components like graphs and diagrams. You’re free to create your one-pagers for 14 days, and free to keep what you made forever.

Sales one pager templat
Sales one-pager
Use template
Physical product-pager template
Physical product one-pager
Use template
Educational product one-pager
Educational product one-pager
Use template
Cool & modern one-pager template
Cool modern one-pager
Use template
Travel, holiday, and leisure one-pager template
Travel, holiday, and leisure one-pager
Use template
fashion one pager template
Fashion one-pager
Use template
Product sales one pager template
Tech product one-pager
Use template
tech one pager templat
Tech one-pager
Use template
Our vision sales one pager template
Our vision one-pager
Use template

Recommended one-pager builder software

To create a one-pager you can use a variety of different tools. Most product marketing managers and sales-enablement people rely on the standard website builders to do the job, but there are dedicated one-pager builders you may want to consider as well.

The main difference between a one-pager builder and a webpage builder is in the ease of use. Most webpage builders are first and foremost website builders, so they are needlessly complicated for creating a stand-alone marketing one-pager.

A dedicated one-pager builder works more like a presentation maker than a website builder, with each content block behaving as a pre-designed slide with a specific purpose and use case.


Our recommended one-pager builders:

  • Storydoc - Sales and marketing one-pagers
  • Elementor - One-page website builder for WordPress
  • Wix - Build a one-page site using the Wix website builder
  • Squarespace - Build a one-page site using the Squarespace website builder

Takeaways

  • A one-pager is one of the most important business documents for any company. When prepared correctly, it can have immense benefits: from saving your prospects’ time to guiding them down the funnel.

  • To have a high-performing one-pager you’ll need to stop using PDFs and start using a digital web-based one-pager builder.

  • SDRs, BDRs, and PMMs have the most to gain from using one-pagers to increase prospect engagement and drive more leads.

  • Any respectable one-pager should include a cover slide, an introduction, a defined problem and solution, service or product details, and the next steps.

Good luck creating your one-pager!

Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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