Features of promotion and optimization of one-page websites
Authors:   Ivan Franko National University of Lviv, Hnylyakevych-Prots Iryna , Zinkova Svitlana ,   Ivan Franko National University of Lviv
Published: January 2023

The aim of the article. The purpose of the article is to determine the key features of the promotion and optimization of a one-page site, as well as to investigate whether it is possible to promote it by SEO in the TOP of organic search results. Analyses results. The scientific article analyses the features of promotion and optimization of a one-page site, focusing on traffic and conversion technologies. The complete identification of a one-page site with a landing page was refuted, and it was proved that a landing page is not always a one-page site. The main types of one-page websites and methods of their promotion are described, which include SEO, setting up advertising according to the PPC model, link building, crowd marketing, managing online reputation and reputation in search engines, SMM and targeted advertising. It has been clarified under what conditions it is possible to attract SEO traffic, based on the research conducted on the freelance exchange. There are cases where advertising is more effective than organic promotion. The simplest ways to convert a one-page site into a multipage site are outlined. The optimal structure of the target web page is determined, that is, what blocks and elements it should contain. Methods of its optimization to increase the conversion rate have been studied. A prototype conversion one-page site was developed for a visual systematization of conversion rate optimization (CRO) methods. The scientific novelty of the study is the definition of methods of promoting one-page sites in the TOP of organic search results and alternatives for attracting traffic, developing a prototype of an optimized landing page that will ensure lead generation and a high level of conversion. The practical value of the study is to conduct marketing research on the freelance exchange to determine whether it is possible to promote a one-page landing page using SEO technologies. Based on the results of this research, conclusions were formed that allow companies to determine under what conditions which methods of promotion are the most effective. Conclusions and directions for further research. In general, the promotion and optimization of a single-page site is a complex process that has specifics and differences from the promotion and optimization of classic multipage sites. However, many activities are focused on the general principles of traffic and conversion technologies in digital marketing. Getting to the TOP of organic search results with a web resource that has one page is possible, but attracting traffic through other channels ensures full coverage of the target audience. If the web page is optimized, then there is a high probability of getting the desired number of leads or customers. The global perspectives of the research are conducting an experiment to promote a one-page landing page to the first page of search results and describing all the difficulties on the way to achieving the goal. There are also plans to develop a comprehensive approach to CRO audit and TRO analysis (targeted traffic optimization analysis).