Websites & CRO
Landing pages built to convert, not just to look good.
Most landing pages are built by designers optimising for visual approval and developers optimising for clean code. Neither is optimising for conversion. The result is a page that impresses in a deck and leaks leads in production. We build pages the other way: message architecture first, hierarchy second, design third.
Why most landing pages fail to convert.
The failure modes repeat across every audit we run. The root cause is almost always the same: the page was built to satisfy internal stakeholders, not to move a hesitant buyer.
The headline sells the feature, not the outcome.
Most Indian SaaS and D2C landing pages open with the product name or a feature statement. The visitor arrives with a problem in their head, not a product category. If the headline does not immediately mirror the problem, they scroll two lines and leave. You are paying for the click and losing the conversion in the first three seconds.
The page has no conversion architecture.
A landing page is not a homepage. It should have one goal, one CTA, and a single logical thread from the headline to the form. Most pages have six CTAs, three navigation bars, and four competing messages. Each added element reduces the probability of the single conversion you actually want.
Social proof is generic and unqualified.
A testimonial that says "great product" from an unnamed company does nothing. Buyers in India, especially in B2B, want proof from someone who looks like them: same industry, similar company size, similar problem. Generic logos and star ratings actively reduce credibility for a sophisticated buyer.
Mobile is an afterthought.
Over 70% of Indian web traffic is mobile. Landing pages built desktop-first and then shrunk to mobile break form layouts, hide trust signals below the fold, and serve compressed images that take four seconds to load on a 4G connection. Every 100ms of load time costs you conversion rate.
The form is a qualification trap.
Asking for company size, budget range, and designation on the first form submission is friction that a visitor who has been on the page for 45 seconds will not tolerate. Multi-step forms with progressive disclosure consistently outperform single long forms for Indian B2B buyers.
How we design landing pages that actually convert.
We start with the buyer, not the brand. Message architecture, conversion structure, and copy come before any visual decisions. Design serves the argument the copy is making.
Message and buyer research
- ICP interview synthesis: extract the exact language your best customers use to describe their problem
- Review mining: pull unfiltered voice-of-customer from G2, Capterra, Google reviews, and industry forums
- Competitor landing page audit: identify where the category is setting expectations you need to match or differentiate from
- Ad-to-page message match audit: confirm the headline and offer on the page mirrors what the ad promised
- Primary conversion goal definition: single measurable action the page must drive
- Above-the-fold hypothesis: draft three headline and subheadline variants to test
Copy and conversion architecture
- Full page copy written in the voice of the ICP, problem-first, benefit-focused
- Conversion architecture: hero, problem statement, solution framing, social proof placement, objection handling, CTA cadence
- CTA copy testing: action-oriented, outcome-specific language vs. generic "Submit" or "Get Started"
- Form design: number of fields, field sequence, progressive disclosure vs. single step
- Trust signal selection and placement: logos, testimonials, stats, certifications positioned at the right scroll depth
- Objection map: identify the three biggest buyer hesitations and address each one in copy
Visual design and build
- Wireframe in Figma with conversion hierarchy locked before visual design starts
- Visual design: typography, colour, spacing, imagery all serving the conversion argument
- Mobile-first build: layout, tap targets, form usability, and load speed optimised for 4G India
- Development in Webflow, Framer, or Next.js depending on stack requirements
- Page speed optimisation: target under 2.5s LCP on mobile
- Analytics and heatmap instrumentation: GA4 events, Hotjar or Microsoft Clarity
- UTM parameter handling: ensure source and medium pass correctly to your CRM
Testing and iteration
- A/B test setup: headline variant, CTA copy variant, form length variant
- Heatmap and session recording review after 500 sessions
- Form completion funnel analysis: identify where drop-off occurs
- Two rounds of copy and layout iteration included in the engagement
- Conversion rate report at 30 and 60 days post-launch
What is included in a landing page engagement.
Strategy and copy
- ICP and message research report
- Full-page copy deck with headline variants
- Objection map and trust signal brief
- CTA copy and form field recommendations
- Ad-to-page message match review
Design
- Figma wireframes (desktop and mobile)
- High-fidelity visual design
- Component library for future page variants
- Image and icon sourcing or art direction
- Responsive breakpoint review
Build and technical
- Production build in Webflow, Framer, or Next.js
- Mobile performance optimisation (target sub-2.5s LCP)
- GA4 event tracking and heatmap setup
- UTM pass-through to CRM verified
- Basic SEO meta tags and OG image
Testing and reporting
- A/B test configuration and monitoring
- Two rounds of post-launch iteration
- Heatmap and session recording analysis
- 30-day and 60-day conversion rate reports
- Recommendations for next test to run
This is right for you if:
- You are running paid campaigns but landing page conversion is below 3% for B2B or below 1.5% for high-ticket D2C
- You are launching a new product or offer and need a page built around converting a specific ICP
- Your current page was designed by a generalist agency that did not approach it from a conversion standpoint
- You have budget for split testing and can generate at least 300 visits a week to reach statistical significance
- You want a page built on a platform your marketing team can update without developer dependency
Not the right fit if:
- You need a homepage, not a campaign-specific landing page with a single conversion goal
- You have under 100 visits a week, at which point there is insufficient traffic to measure and iterate meaningfully
Frequently asked questions.
How long does a landing page project take from brief to live?
The median delivery time is 14 days from a complete brief. Research and copy take 4 to 5 days, wireframe and design take 4 to 5 days, and the build and QA take 3 to 4 days. Projects that stall usually do so because of delayed stakeholder feedback, not because of the work itself.
Do you write the copy or does the client provide it?
We write the copy. The research and ICP synthesis phase is specifically designed to extract your buyer language before a word of copy is written. We do not work from client-provided copy that we then "design around" because the message architecture has to come first.
Which platform do you build on?
We build in Webflow for marketing teams that need no-code editing, Framer for teams that want more design flexibility, and Next.js when the page needs to sit inside an existing engineering stack. The choice is made based on your team's operational requirements, not our preference.
What conversion rate improvement should we expect?
Across projects tracked over a 90-day window, the median conversion rate lift against the previous page is 3.2x. That range is wide: some pages with very weak baselines see 5 to 8x improvement, and pages with already-strong copy see 1.5 to 2x. We do not guarantee a specific number because traffic quality and offer strength are outside our control.
Ready to stop paying for clicks that do not convert?
Book a 30-minute site audit call. We will review your current landing page, identify the three highest-impact changes, and tell you exactly what a rebuild would involve.
Book a call