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The complete guide to creating an impactful one pager
If you want to create your own, or understand more about our process
This guide gives you the full 'how to' when it comes to creating an impactful one pager. If you are still looking to create your own, or want to understand some of the core principles we use when creating one pagers for you.
1
Understand the purpose
What is a one pager?
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Ultimately, the goal of the one pager is to succinctly convey your message to your target audience. A one pager is typically a short concise summary of your company, service or product presented on a single page. It covers the most important aspects of your business, like what you do, how you do it, and what makes you different from your competitors. The goal is to make it easy for people to understand your company quickly, and get them interested in learning more. It starts to tell a story.
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What type of one pager do you need?
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Consider & define what you are trying to achieve with your one pager. You can also talk to one of our experts. by contacting us. The most common one pager is a company overview, it acts as a one size fits all summary of what's important about your business and acts as a key marketing document.
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Why are one pagers important?
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The one page document is popular again because it's short and to the point. This is valuable for marketing because it helps your audience stay focused on your message, even with all the distractions around them. This can increase the likelihood of getting them engaged with your marketing efforts.
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2
Tips & key features
Ultimately, the goal of the one pager is to succinctly convey your message to your target audience. Impactful one pagers will summarise key information, be simple & easy to read, provide a concise message, provide clarity to the audience, & grab attention.
Content is always more important than design. Creating an impactful one pager needs key elements from the following:
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The content top 10:
​1. Name, logo & tagline
2. Purpose
3. Positioning statement
4. Value proposition
5. Problem & solution
6. Customers & Testimonials
7. Metrics
8. The team
9. Contact information
10. Call to action & tracking
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12 key tips:
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Graphic & visual design
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Brand alignment
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Brevity
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Easy to understand
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Narrow focus
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Tell the truth (believable & deliverable)
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Avoid cliché
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Differentiate from competitors
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Make it unique & difficult to copy
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Target the right audience
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Tell a story
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Show Industry knowledge
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3
Content
Content for one pagers can vary depending on the specific requirements & purpose of the document. We have included a breakdown of our content top 10:
1. Name, logo & tagline
Logo: Your logo is an essential part of one pagers, as it tells the audience the source of the information and builds brand recognition. If your company does not have a logo yet, we can create one for you with our premium plus package. If you are looking to create your own, try a tool like Adobe to help get started with your graphic design skills. Your Logo should also incorporate your company name alongside.
Tagline: Often taglines are part of, or incorporated into, your logo. However, there are exceptions, particularly for businesses working under private-public partnership agreements. If your company does not have a tagline yet, we can create one for you with our premium plus package.
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2. Purpose
Consider & define what you are trying to achieve with your one pager, see our solutions for an overview of the most common types of one pager. You can also talk to one of our experts. by contacting us. The most common one pager is a company overview, it acts as a one size fits all summary of what's important about your business and is a key marketing document.
3. Positioning statement & 4. Value proposition
Positioning statements & Value propositions are often conflated, they are indeed related but have distinctive concepts.
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A value proposition is a statement that explains the unique value or benefits (not features) that a company provides to its customers. It is focused on the product or service itself, and how it addresses the specific needs of its target audience. A value proposition is typically used to communicate the benefits of a product or service to potential customers in marketing materials.
On the other hand, a positioning statement defines how a company or brand wants to be perceived by its target audience, relative to its competitors. It focuses on the overall brand image, the target audience, and can combine elements of the value proposition. A positioning statement is typically used as a strategic tool to guide marketing and communication strategies, including advertising, promotions, and branding efforts.
In summary, a value proposition explains the benefits of a product or service to its customers, while a positioning statement defines the overall brand image and how it wants to be perceived in the marketplace.
This section can also include or encompass:
Company Profile: Although one pagers shouldn't be heavy on text, a company profile or introduction is typically used to provide context. It usually includes a few short lines giving a very high level overview or expanding on the tagline.
Incorporating the wider business strategy is necessary for making a one pager coherent & aligned with your company. Especially on proposals or content to attract investors, making the content informative & persuasive.
5. Problem & solution
(Problem statement, pain points): This is where you can start to tell your company story. It should briefly explain the key problems your audience faces, while elaborating on the potential solution, usually with a call to action. This is common in project proposals, business cases, or executive summaries. It's also crucial to include these in your overview documents as it helps illustrate your story, in an impactful way.
6. Customers & Testimonials
Customers: Using real customer examples like testimonials, customer logos and reviews are crucial in creating credibility & social proof for the audience. It will be far more engaging when you can use real examples, as opposed to generalities. An effective testimonial should include a tangible benefit or ROI.
7. Metrics
Metrics can show credibility or summarise key stats, particularly for service advertisements, project proposals, and business cases. Metrics such as number of customers can show a substantial and satisfied user base, reassuring the reader of your companies success and capability. It should be aligned with customers & testimonials for marketing focused one pagers. ROI can be used again here.
8. The team
Talking about your team, their expertise, qualifications or experience can support your value proposition and exemplify your positioning statement, after all people still buy from people. It also allows you the chance to tell your story in a more compelling way, and expand on narrative.
9. Contact information & 10. Call to action & tracking
Contact Information: Including your company website, contact number & contact email is crucial in allowing your intended audience to follow your call to action. This can also support tracking (see below), your business address and/or locations will also be important across most one pagers, especially if you are looking to engage your audience further in person.
Tracking: You can look to track how effective your one pager has been by including specific contact information, for example with a separate email set up. Or perhaps you also want to include some other trackers, like discounts or voucher codes.
Business Model: A business model might be necessary for a project proposal or attracting users and subscribers to use a service. It may also be used when talking about corporate social responsibility or customer needs. Typically we would avoid using this in early stage conversations for high value propositions, but it can be relevant to the tracking.
4
Tools & skills
Key specialist skills required:
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Graphic design, online design, CAD, content strategy, copywriting, language translation, marketing, branding, strategy, sales, technology, AI, SaaS, behavioural science, messaging, industry knowledge
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Tool use will really depend on personal preferences and experience. We have found the right combination of online SaaS, Adobe, Microsoft, Open AI (primarily for translation support), and tools like Canva. We are also working on a checked proprietary SaaS tool to help scale, in the near future.
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5
Standards
Further to the above. A4 Size or equivalent using A4 size, such as US letter size, for one pagers is standard for most documents. It is typical to be double sided or be over two pages (despite the name).
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Use colour palettes & fonts that align with your brand. Often these are included in brand guidelines or those you already used on your website, but keep in mind this aspect throughout.
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Ensure any language translation is completed by a professional. Translation tools help, but you still need native speakers & professional copywriters to make adjustments on style, aligning it to the messaging of your brand.
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A4 size one pagers are the standard for formal one page communication, while the format may differ depending on the purpose, company or region. Creating a print ready document will often need direct liaison with the printing company, or settings on your own printer. Sometimes this can require changes to formatting and file types.
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Content distribution; a one pager is meant to be easy to read, and cramming text in a poorly formatted document defeats that purpose. You can distribute content using: columns, reasonable space between paragraphs, using parts of text in bold, subheadings or highlights, depending on the type of one pager.
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Make sure you review the file type you need carefully. We provide our one pagers in any file type: PDF, JPG, PNG, SVG & PDF Print.
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6
Recommendations
This guide gives you the full 'how to' when it comes to creating an impactful one pager. If you are still looking to create your own, or want to understand some of the core principles we use when creating one pagers for you. If you would like any further information, or have any questions - do feel free to contact us.
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According to a UoP Marketing Study it typically takes around 100 combined hours for one or more qualified professionals to take a one pager from start to finish.
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While many professionals are capable of some or all of the key areas we highlighted in this guide. It still requires a significant investment of time & effort, the alternative to which is often the need to hire, pay agency fees, or use tired & over complicated templates.
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That is why we use a proven combination of processes, experts & AI to create unique designs that meet your exact requirement. You get the benefits of a full specialist team, without the agency price tag.
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No need for templates, no need to create it yourself, no need to hire or pay agency fees. We know what works when it comes to one pagers.​​
Why are one pagers important?
Can you effectively summarise your business in a brief yet captivating way if someone inquired about it?
Could your statement pique a prospective customer's interest to discover more about your offerings?
Furthermore, suppose numerous individuals sought a written version of your business's summary, including your sales team, existing customers who wish to refer you, potential customers, investors & key stakeholders.
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The one page document is popular again because it's short and to the point. This is valuable for marketing because it helps your audience stay focused on your message, even with all the distractions around them. This can increase the likelihood of them engaging with you.
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According to Marketing Insider Group, concise content one pagers are ranked number 4 on the list of 12 content marketing trends for the present and future. For more check out our FAQs. As you'd imagine we love talking one pagers.
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