CRO breakdown of AllWel's senior life planning platform landing page. Design analysis and expert conversion insights by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Most SaaS landing pages lead with product features. AllWel’s audience doesn’t respond to feature lists — they respond to acknowledgement. When someone is searching for a platform to help coordinate care for an aging parent, they’re carrying a weight of responsibility, family tension, and uncertainty about what comes next. The conversion barrier is emotional, not rational.
The page works because it starts with the exact words these visitors are already saying to themselves: “Learn What to Know, What to Do, and What to Expect Along the Aging Journey.” That headline is a mirror, not a pitch. It validates the visitor’s experience before offering a solution.
“Eldercare Simplified” in the sub-brand line does even more work — it names the pain (complexity) and promises relief (simplification) in two words.
The hero pairs the headline with a warm photograph of an older woman and a younger woman together — clearly a mother-daughter or grandmother-granddaughter dynamic. It’s not a generic stock shot of a smiling senior; it’s a relational image that speaks directly to the adult child who is the page’s real audience. This reduces bounce because the visitor immediately feels: “this is for me.”
Below the hero fold, six benefit tiles use simple icons — Personal Safety, Peace of Mind, Family Harmony, Legal Clarity, Financial Preparedness, Quality of Life — to communicate what the platform delivers in human terms rather than feature specs. This matters because AllWel’s audience is not a tech buyer evaluating functionality; they’re a family member evaluating whether this tool will make their life less chaotic. Each icon heading is a life outcome, not a feature description.
The page intentionally keeps visual complexity low. White background, generous whitespace, clean sans-serif typography. This serves two purposes: it reduces cognitive load for visitors who are already emotionally taxed by the situation the page addresses, and it signals trustworthiness through restraint. A cluttered, banner-heavy page would feel incongruous with the seriousness of the topic.
The mid-page copy — “For over 20 years, AllWel has been dedicated to enhancing the eldercare experience” — grounds the platform in genuine mission. “Fostering meaningful family connections” and “supporting better eldercare decisions” are outcomes that speak to the emotional motivations driving the purchase. We positioned this after the feature benefits so the visitor first understands what the product does, then learns who built it.
The CTA "Get Started Now" appears three times on the page — in the hero, mid-scroll, and at the footer. In eldercare SaaS, visitors often need multiple exposures before committing. Repeating the CTA at predictable scroll intervals without pressuring ensures the conversion option is always accessible without feeling pushy.
“For over 20 years” in the About section immediately distinguishes AllWel from newer entrants in a space where families are trusting the platform with serious care decisions. Experience in eldercare isn’t just a credential — it’s reassurance.
Each benefit tile’s headline is phrased as a life improvement (“Peace of Mind,” “Quality of Life”) rather than a product function. When visitors see their desired outcome reflected back at them, it creates psychological alignment — the product feels like something made for their specific situation.
The footer CTA section — “Make a Plan to Make a Difference. Put a plan in place to get care under control and keep life on track.” — reframes sign-up as an act of care for the family, not a purchase decision. That repositioning reduces commitment anxiety for a B2C audience making an emotionally weighted choice.
"In eldercare, the person landing on the page is rarely the person the product is for. The adult child is the buyer; their parent is the beneficiary. Every image, every headline, every benefit framing has to speak to that adult child's motivation — not to the technical features of the platform."
This is a click-through page, meaning the goal is to get visitors to the sign-up flow rather than capture their data immediately. The “Get Started Now” CTA links through to the account creation step. This sequencing works in SaaS because it lets the platform do some of the selling — once a visitor is inside a free trial or onboarding flow, conversion to paid is far more likely than from a cold landing page form.
The page avoids asking for information upfront. There’s no email capture on the landing page itself. This reduces friction at the moment of highest intent and trusts the sign-up flow to collect what’s needed.
Unbounce gave us the layout control needed to achieve the warm, spacious design without the constraints of a theme-based CMS. The A/B testing layer also lets AllWel iterate on headline variants and image choices without engineering resource.
The eldercare audience skews slightly older, and mobile experience for this demographic demands particularly clean tap targets, readable font sizes, and minimal scrolling friction. We ensured every icon tile stacks cleanly on mobile, the hero image crops to maintain the relational dynamic, and the CTA button is thumb-accessible without zooming.
The minimal design philosophy here isn't just aesthetic — it directly benefits page speed. No heavy image carousels, no autoplay video, no complex animations. The page loads quickly and reliably, which matters for an audience that may be accessing it on older devices or slower connections.
Our data since then shows that adding a single, prominent testimonial from an adult child (“This helped me feel like I was finally doing right by my mum”) directly below the hero increases scroll depth significantly. The current page has no visible social proof above the fold.
Visitors who aren’t sure they’re the right audience bounce before they reach the benefits. A short qualifier — “Built for adult children supporting aging parents” — placed early reduces premature exits from the wrong audience and increases quality of those who stay.
“Get Started Now” is functional but generic. Testing “Start Your Free Aging Plan” would frame the action as value-delivery rather than sign-up, which our testing on similar platforms suggests lifts click-through rate by making the CTA feel like the beginning of a solution rather than the beginning of a process.
The page scores 82 because the emotional positioning and minimal design are genuinely strong, and the click-through structure is appropriate for a SaaS trial funnel. It falls short of 85+ because there’s no visible social proof above the fold, the page lacks urgency or scarcity elements to prompt action now rather than later, and the feature grid could do more to differentiate AllWel from competitors. The foundations are excellent — a few additions would push this toward 90.
Browse our full collection of landing page examples to see how we apply these principles across industries. For related reading, see our guide on B2B SaaS landing page strategy.
This principle influences visitor behaviour and supports the page's conversion goal.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Eldercare platforms sell peace of mind, not features. The most effective pages lead with the emotional reality — the anxiety of watching a parent age, the complexity of care coordination — before introducing the product. Visitors need to feel seen before they'll trust a solution. Clear benefit icons, warm photography, and an empathetic headline structure all contribute to reducing the emotional barrier to sign-up.
A dedicated click-through page removes every distraction from the single goal: getting the visitor to start their free account. The main website includes pricing comparisons, team pages, and blog content that pull attention away from that moment of intent. The landing page captures the visitor when motivation is highest and channels them straight to sign-up.
The page targets adult children of aging parents — typically 40–60 year olds facing the complexity of coordinating care, legal planning, and family communication for an elderly parent. The copy and imagery are calibrated to that emotional context: the burden of responsibility, the desire to do right by a loved one, and the need for a system that brings clarity to a chaotic situation.
A SaaS landing page at this level takes 2–3 weeks from brief to launch — covering audience research, wireframe, visual design, copywriting, Unbounce build, and cross-device QA. We follow a 37-point checklist before anything goes live.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
Get a Free Consultation Or browse more examples →
Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
Get quality posts covering insights into Conversion Rate Optimisation, Landing Pages and great design
"When the product addresses a difficult life moment — illness, aging, loss — the copy has to earn the right to sell before it sells. We spent more time on the AllWel headline than almost anything else, because getting that emotional mirror right meant the rest of the page could breathe."