Win quotation requests
A short form asks only for the details needed to price the job.
Turn visitors into enquiries, step by step
Turn every visit into a clear path from first look to enquiry
A visitor arrives with a question, a problem or something they want to buy.
They may have found you through Google, clicked an advert, followed a recommendation or scanned a QR code.
Your page has a short window to help them understand what you offer and why it matters to them.
Clear copy, thoughtful design and a logical next step make that journey easier.
For some businesses, the goal is a quotation request. For others, it's a booking, a sale or a new subscriber. That's why the right page starts with its purpose.
Catch visitors the moment they arrive
From a search, an advert, a recommendation or a QR code.
Help them understand your offer fast
The service and who it is for are clear within seconds.
Show proof that builds trust
Examples, reviews and details answer the doubts they bring.
Make the next step easy to take
One clear action, placed where they are ready for it.
Pick the page that wins your customers
Choose the page that does the job you need, without paying for one you don't
A business website gives customers room to explore. A campaign landing page focuses on one offer. A squeeze page collects leads, while a sales letter gives buyers the detail they need to make a decision.
Some pages work best with very few links. Others need clear navigation, useful resources and several ways to explore.
The right choice depends on where visitors come from, what they already know and what you want them to do next.
Squeeze vs. Landing vs. HUG vs. Web Page: see which one fits your traffic
Each page type does a different job. Match it to where your visitors come from and what you want them to do.
| Page type | Strategic function | Traffic behaviour | Core focus |
|---|---|---|---|
| HUG page | Content-first gateway that helps first, then converts | Organic search and targeted ads from people looking for answers | Answering top questions, building trust and two or three well-placed calls to action |
| Landing page | Campaign-specific destination built to convert | Targeted traffic from specific ads, links or campaigns | Driving a single, isolated action (purchase, download, signup) |
| Squeeze page | Strict lead capture mechanism | Targeted traffic incentivised by a lead magnet | Collecting an email address by withholding options |
| Web page | Standard general-purpose internet document | Mixed organic, direct or internal discovery links | General information delivery and site hierarchy |
A business website that shows everything you offer
- Primary purpose
- Explore a business
- Typical next action
- Visit a service or contact page
A campaign page that matches your advert
- Primary purpose
- Respond to a campaign
- Typical next action
- Enquire or purchase
A squeeze page that grows your list
- Primary purpose
- Capture a lead
- Typical next action
- Submit an opt-in form
A sales page or VSL that answers buyer doubts
- Primary purpose
- Explain and sell an offer
- Typical next action
- Buy or submit a sales enquiry
A HUG page that builds trust first
- Primary purpose
- Educate and guide
- Typical next action
- Take a call to action placed in the content
A content hub that keeps readers on your site
- Primary purpose
- Organise related resources
- Typical next action
- Open supporting content
Business websites that bring in steady enquiries
Give customers one place to find, trust and contact you
How your website wins customers
- Several interconnected pages.
- Main navigation and relevant submenus.
- Clear site structure and internal linking.
- Service, product and information pages.
- Contact and enquiry options.
- Blog and resource sections where required.
- Search and mobile usability.
Your website brings your business together in one place.
Visitors can explore your services, learn about your work, read helpful articles, browse products and find the information they need.
Clear navigation connects everything, from your homepage and service pages to your blog, shop and contact details.
A well-planned website helps customers find their way around and makes your business easier to understand.
A service page
A blog or resources page
A shop or product page
A contact page
Campaign pages that turn ad clicks into customers
Turn more ad clicks into sales with a page built for one campaign
A customer clicks your advert, follows a link in an email or scans the QR code on your leaflet.
They arrive at a page that continues the conversation.
The headline matches the promotion. The content explains the offer. The examples answer their questions, and the next step is easy to find.
Everything on the page supports that particular campaign.
How your campaign page keeps visitors on track
- Tracking in the web address shows which advert brought each visitor.
- No menu to distract them, so attention stays on the challenge.
- A hero headline that matches the promotion they clicked.
- A service explanation that shows what they gain from taking part.
- Evidence and stats that back up the promise.
- Proof from a testimonial, placed before the decision.
- One call to action: join the 30-day challenge.
- Navigation and tracking
- Hero
- Service explanation
- Proof
- Call to action
1. The advertisementSomeone clicks, follows a link or scans a code.
2. The matching landing pageThe headline continues the promotion.
3. The enquiry or purchaseOne clear next step completes the journey.
Squeeze pages that grow your email list
Grow your email list by giving visitors a good reason to sign up
A squeeze page makes a simple offer.
The visitor receives something useful in exchange for their contact details. That might be a checklist, a price guide, a free tool or a short assessment.
The page keeps distractions to a minimum, explains the benefit and makes signing up straightforward.
Once someone subscribes, the promised resource can be delivered automatically.
How more visitors sign up
- Single lead capture objective.
- Compelling lead magnet.
- Minimal form fields.
- Reduced navigation.
- Clear consent and privacy information.
- Automated resource delivery.
- Appropriate email follow-up.
Sales pages and VSLs that answer every buyer doubt
Win buyers who need the full story before they pay
Some buying decisions need a little more explanation.
A well-written sales page takes the reader through a clear argument. It introduces the offer, shows why it matters, demonstrates how it works and answers the questions that stand between interest and purchase.
The layout supports the story, keeping the reader engaged from the opening headline to the final decision.
Where appropriate, video can help explain the offer or demonstrate the result.
How buyers feel ready to pay
- Persuasive, coherent storytelling.
- Strong headline and opening.
- Clear offer and benefits.
- Genuine proof and demonstrations.
- Relevant objections and answers.
- Price, terms and checkout where appropriate.
- Video sales letters when suitable.
- One clear purchase or enquiry action.
HUG pages (High-Use Gateway) that build trust before the sale
Answer your customers' biggest questions and win the enquiry, without a pushy sales page
HUG stands for High-Use Gateway. This type of page gives visitors a useful introduction to your business while gently guiding them towards the next step.
It sits between a standard website page and a squeeze page. Most of the page answers the questions your customers ask most. A few calls to action appear at the points where readers are ready to act.
Because the page is useful, it builds trust, can be found in search and works well as a destination for ads.
What a HUG page does for you
- Found by people searching for answers.
- Trusted before they get in touch.
- A strong destination for your ads.
- Fewer repeat questions to answer.
- Seen as the expert in your field.
- Clear data on what leads to enquiries.
What a HUG page contains
- Benefit-led headline: visitors know at once they are in the right place.
- Reduced navigation: readers stay focused on your answer.
- In-depth answers: customers trust you before they get in touch.
- Problem to solution: readers see why it is worth acting now.
- Proof beside claims: your promises are believed.
- Two or three CTAs: people can act the moment they are ready.
- Visuals that explain: harder ideas are easy to follow.
- Fast on mobile: phone visitors stay and read.
Content hubs that keep visitors on your site
Keep visitors reading with all your useful content in one place
A content hub gives related information a clear home.
Visitors can explore guides, tools, articles and resources without hunting through unrelated pages.
A main hub introduces the subject and links to more detailed supporting content.
This structure helps customers find relevant information and gives search engines a clearer view of how the topics connect.
A resource hub mainly organises information. A HUG page puts more weight on one main action at the gateway. One page can combine both approaches.
How visitors find the right resource fast
- One main topic or resource category.
- Clear links to supporting pages.
- Useful internal navigation.
- Organised content collections.
- Resource filters or search where appropriate.
- Relevant SEO foundations.
- Logical relationships between parent and supporting content.
- GuideIn-depth help on one part of the topic.
- Tool or calculatorHelps visitors work something out.
- ArticleAnswers a single question.
- DownloadA checklist or template to keep.
A content hub, or pillar page, focuses on organising related material. A HUG page focuses on balancing useful information with a clear conversion opportunity. One page can sometimes serve both purposes.
Win more customers without hiring extra specialists
Get the tools, funnels and search work that help your page bring in customers, all from one place
The six page types above are the pages that get built. The parts below come with the service and can be added to any of them.
Interactive tools that turn browsers into buyers
Turn quiet visitors into warm leads with a tool that answers their question for them
How each tool brings you warmer enquiries
- Calculators: visitors work out their own cost or saving in seconds, so they reach your enquiry form already sure of the value.
- Quizzes: visitors find the option that suits them in a few clicks, and you collect their details as they get their answer.
- Assessments: visitors get a score for their problem and a clear next step, so they come to you ready to fix it.
- Personalised dashboards: customers see their own results or progress in one place, so they keep coming back without you chasing them.
Their answers can go straight into your CRM or automated follow-up, so each lead hears back without you doing it by hand.
Add one to your business website, HUG page or campaign, so the page you already have works harder for you.
Funnels that grow sales from every new subscriber
Turn free sign-ups into paying customers, without a hard sell
A free lead magnet on a squeeze page gets their email address.
The thank-you page delivers it and makes a low-priced tripwire offer, often under £10. A small purchase turns a subscriber into a customer.
Buyers are more open to a next step, so the upsell offers a bigger solution to the same problem.
1. The free offerThey swap their email for a free resource.
2. The thank-you tripwireA low-priced offer turns them into a buyer.
3. The upsellThe next step up solves more of the same problem.
Get found by the customers already searching for you
Get found on Google and AI search tools, with the groundwork built into every page at no extra cost
People now ask ChatGPT, Perplexity, Google AI Overviews and similar tools for answers, services and recommendations, as well as searching on Google.
Every PassivAi® website and landing page is built so those tools and traditional search engines can find your business, understand it and describe it accurately.
Clean code, structured data, clear content and a search-friendly layout come as standard. Plain language throughout, with no promise of overnight rankings.
Let search engines and AI tools reach your pages
Indexing instructions, technical access and crawl-friendly content, set up so the right crawlers can read your site.
Help search tools understand what you sell
Relevant structured data describes your business, services, products and how your pages connect.
Give clear answers people and AI tools can follow
Clear headings, natural-language answers and logical sections make useful information easy to pick out.
Keep visitors with fast pages that work on any phone
Clean responsive pages, optimised images, semantic HTML, secure connections and strong performance foundations.
Show search tools and customers why they can trust you
Consistent business details, genuine expertise, clear service information and supporting evidence.
Turn the people who find you into enquiries
Clear offers, persuasive messaging and obvious calls to action give each visitor an easy route from search to enquiry.
Get AI search optimisation included as standard, with no separate setup fee
Every website and landing page project includes the relevant on-page and technical AI search foundations from the start.
On a full website, every page helps the others get found
- Logical site structure and internal links.
- Optimised service and location pages.
- Structured data suited to each page type.
- Consistent business and organisation details.
- Related topics and supporting content.
- XML sitemaps and canonical URLs.
- Ready for Google Search Console and Bing Webmaster Tools.
- Ideas for future content improvements.
On a single landing page, every detail points at one result
- Search-friendly HTML and metadata.
- Clear, relevant headings and service descriptions.
- Structured data where it fits.
- Fast, easy use on mobile.
- Natural-language content where it helps.
- A structure built to convert.
- Set to show in search, or stay out of it, to suit the campaign.
Some advert, duplicate, private or campaign pages work better kept out of organic search. Each one is set up to suit its purpose.
Every website is built AI search-ready. Auditing and ongoing visibility work are available separately.
Available as a separate service
Find out what stops your current website being found, and what to fix first
The AI search visibility audit checks how ready an existing website is for Google, Bing, ChatGPT Search, Google AI Overviews and Perplexity.
It finds technical weak spots, content gaps, structured data opportunities and places where your credibility could be clearer. You receive a prioritised list of practical fixes.
Optional ongoing service
Stay visible as search tools, customers and competitors change
Search keeps moving, so ongoing support helps your visibility keep pace. It can include:
- AI search citation and brand visibility checks.
- Google Search Console and Bing Webmaster Tools reviews, including Bing AI Performance and Topics Portfolio insights where available.
- Competitor visibility and content gap research.
- New topic, content and answer ideas.
- Improvements to your existing content.
- Structured data upkeep.
- Brand authority and third-party citation opportunities.
- Regular performance reviews and recommendations.
Search visibility and AI recommendations depend on factors outside any website developer's control. This work improves technical readiness but cannot guarantee indexing, rankings, citations or recommendations. Off-site authority building, ongoing content production and continuous monitoring are not part of the standard website development fee.
More sales from the visitors you already have
Turn more visitors into paying customers
Give every visitor the easiest way to buy, with no sales call.
- Fixed-price service: they pay straight away.
- Job that needs pricing: a short quote form.
- Not ready yet: a free resource or quick assessment.
Take payment for a service or product
A clear offer and a secure checkout let a ready buyer pay straight away.
Grow your list with a useful resource
A visitor swaps an email address for something they want, delivered automatically.
Qualify visitors with a short assessment
A few questions give the visitor a tailored answer and you a better enquiry.
See where your page loses customers
Find out what stops your landing page winning enquiries, and what to fix first
A personalised check shows what's working, what's putting visitors off and what to change.
- Stop guessing why visitors leave without taking the next step.
- Fix the changes that matter most first and skip the ones that make little difference.
- Know why each change matters, so you never pay for work you don't need.
35 checks across five areas, so you see exactly where your page could be losing customers
- Strategy and customer understandingIs your page attracting and speaking to the right people?
- Your message and sales argumentCan visitors quickly understand what you offer and why it matters?
- Trust, evidence and objectionsAre you giving potential customers enough confidence to take action?
- Design and conversion experienceIs the page easy to follow, with a clear next step?
- Technical performance and measurementCould usability, speed or technical problems be getting in the way?
See how small fixes could turn a page visitors ignore into one that wins enquiries
Sometimes the difference between a landing page that gets ignored and one that encourages enquiries comes down to details you might never notice yourself.
This before-and-after example shows how clearer messaging, stronger calls to action, better structure and more convincing evidence can improve the experience for potential customers.
Your assessment identifies the improvements worth considering on your own page.
Get a personalised dashboard and a report you can keep and share
Your results arrive by email, with a report to keep and one click to your personal dashboard, so you know exactly what to fix first.
Example scores
70out of 100
Your personalised results dashboard
- An overall assessment score where enough evidence is available.
- Scores across the five audit categories.
- Strengths and potential problem areas.
- Prioritised recommendations.
- Clear explanations of the business benefits.
- Checks that need more information, clearly marked as unverified.
Find out what your landing page needs for just £9
£9One-time purchase
Win Enquiries Before Rivals DoSecure checkout. One-time payment. No subscription.
- One landing page assessed.
- Up to 35 individual checks.
- A personalised online results dashboard.
- A downloadable PDF report.
- Prioritised recommendations.
- Clear explanations of what each improvement could mean for your business.
- No subscription.
- No sales call required.
Need help making the improvements? PassivAi® can also provide a separate quotation to implement the recommendations.
Know what happens at every step
Get from brief to finished page without sales calls or tech headaches
Describe what you need in your own time
Describe the business, the intended audience and the page or website you have in mind.
Get a written scope and price
Receive a written proposal explaining the recommended work, deliverables and price.
See the design before it is built
Review the proposed layout and content direction, with feedback collected remotely.
Get a page that is built and tested
The agreed pages are built and checked for usability, responsiveness and technical requirements.
Receive your finished page and walkthrough
Receive the finished work and an appropriate walkthrough or instructions.
Publishing, hosting, maintenance and revision arrangements are stated in your agreed quotation. No mandatory sales calls for standard projects. Calls may be considered for projects above £2,000 where necessary.
Get Your Written Plan and PriceCheck this service suits your business
See if your business is a good fit before you send a brief
The service is particularly useful for:
- Sole traders starting with a simple website.
- Microbusinesses replacing an outdated site.
- Local service businesses wanting clearer enquiries.
- Consultants who need an effective services page.
- Businesses running a targeted advertising campaign.
- Owners who want a dedicated lead capture page.
- Businesses planning an interactive resource or calculator.
- Businesses that need existing pages improved.
Know your price before you commit
Share your goal and get a written proposal with the scope and price for your page
Say what you want the page to do and what you already have. You get a written proposal with the recommended page, what is included and the price.
Turn Visitors Into CustomersAnswers that help you decide with confidence
Get straight answers before you start your website project
Do I need a complete website or just a landing page?
It depends on what you want visitors to do. A complete website suits a business with several services that people want to explore. A landing page suits one offer, one campaign or one action, such as an enquiry or a purchase. If you are unsure, describe your goal in your enquiry and your written proposal will recommend the right option. Compare the page types.
Can you improve my existing website instead of replacing it?
Often, yes. Where your platform allows the changes and access is available, existing pages can be improved rather than rebuilt. The right approach depends on the condition of your site, the platform and what needs to change. If you want an outside view first, the 35-Point Landing Page Check shows what to fix on one page. See what the check covers.
What is included in your website and landing page design service?
Your written proposal lists exactly what is included. Depending on the project, that can cover page planning, design, content, mobile layouts, enquiry or payment routes and testing. On-page and technical search foundations, including AI search readiness, come as standard. Integrations such as CRM or email automation are added where agreed. You receive the finished pages with a walkthrough or instructions.
How much does a professionally designed landing page cost?
The price depends on the number of pages, how complex they are, the content needed and any integrations. Every project gets a written proposal with the agreed work and price before anything starts, so you know the cost up front. Hosting, maintenance and revision arrangements are stated in that proposal too. See how the process works.
How long will my website or landing page take to complete?
It depends on the size of the project and how quickly content, access and feedback are available. Your written proposal sets out the expected timescale for your project. Having your logo, images, service details and any account logins ready helps the work move without delays.
Do I need a meeting or sales call to get started?
No. Standard projects are handled remotely, through a written brief, a written proposal and recorded explanations. You can describe what you need in your own time. Calls may be considered for projects above £2,000 where they are useful, but they are never required.
Will I own my website, domain and customer data?
Ownership of the pages, domain, hosting and customer data is set out in your written proposal before any work begins. If you already have accounts for your domain, hosting or email system, the proposal explains how they will be used and who keeps access to each one.
Are there any ongoing costs after the page is launched?
There can be. Hosting, domain renewals and some third-party tools, such as email platforms or payment providers, charge their own fees. Any maintenance or support from PassivAi® is stated in your proposal, so you know which costs to plan for before you agree to the work.
Will my website be optimised for Google, Bing and AI search?
Yes. Every page is built with on-page and technical search foundations, including clear structure, structured data and mobile performance, so Google, Bing and AI search tools can understand it. No one can guarantee rankings or AI citations. A separate audit and ongoing visibility support are available if you want more. See the search work included.
What if my landing page looks good but isn't generating enquiries?
Start by finding out why. A good-looking page can still lose visitors through an unclear offer, a weak headline, missing reassurance or a next step that is hard to find. The 35-Point Landing Page Check reviews your page and shows which improvements to make first, in a personalised dashboard and PDF report. Check what your page needs.
Show 6 more questions
Will you write the content, or do I have to provide it?
Either can work. Content planning and copywriting can be included in the agreed scope, or you can supply your own text to be shaped into the page. Any research or copywriting needed is explained before you receive your quote, so you know what you are paying for and what you need to provide.
Will the page work properly on mobile phones?
Yes. Every page is designed and tested to work on phones, tablets and desktops. Text, buttons, forms and images are checked on smaller screens, so visitors can read the page and take the next step without pinching or zooming.
Can visitors book, pay or complete an enquiry directly on the page?
Yes, where it suits your business. A page can include an enquiry form, a quote request or a secure payment checkout. A booking tool can be connected where agreed and where your booking system allows it. Your proposal states which of these are included. See the ways a page can convert.
Can you connect my page to email follow-up and automation?
Yes, where agreed. Forms can send details to your email system or CRM, deliver a free resource and start an automated follow-up sequence. Simple connections can be part of the page project. More involved workflows may need a separate automation scope, explained in writing first. See CRM and email automation.
Can I make changes to the website after it's finished?
Yes. Your handover includes a walkthrough or instructions explaining how the finished work can be used and updated, where your platform allows. Revision arrangements are stated in your proposal. Larger changes or new pages later on can be quoted in writing.
How will I know whether my landing page is working?
By tracking what visitors do. Where agreed and subject to cookie consent, enquiries, form submissions, payments and button clicks can be measured. Google Search Console and Bing Webmaster Tools show how people find the page in search. Real enquiries and sales over time tell you more than visitor numbers alone.
Still have a question? Send it with your brief and get a written answer.
Get Your Questions Answered in Writing