CRO breakdown of AmpliSell's marketing agency lead generation. 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.
When AmpliSell needed a lead generation that converts B2B visitors, the brief came down to one question: what does this specific audience need to see before they’ll take action?
We started by identifying the conversion barriers. In the marketing agency space, B2B buyers evaluate multiple options, involve colleagues, and need evidence at every stage. They don’t impulse-buy. Every design decision that followed was a direct response to those barriers.
Accordion tabs serve a dual purpose. First, they keep cognitive load manageable — a visitor learning about this offering for the first time shouldn’t face a wall of twelve features. Second, they create micro-commitments: every tap to expand is a small investment of attention that psychologically primes the visitor for the bigger commitment at the CTA. We curated the accordion headings to work as standalone value propositions even when collapsed, and ordered them by what matters most to this audience — not by what the client wanted to highlight first.
We used a slider to showcase multiple proof points without overwhelming the layout. The slider creates an implicit message: ‘we have so many examples that we need a carousel to contain them.’ Each slide’s headline is visible before interaction, so visitors who never click still absorb the credibility signal. We avoided auto-rotation — forced movement frustrates visitors and reduces engagement with the content that matters.
The dark layout was a deliberate choice, not an aesthetic preference. Dark backgrounds create natural contrast that draws the eye to lighter content blocks and brightly coloured CTA buttons. They also convey a premium feel that differentiates from the sea of white-background competitors. We balanced readability by using off-white text (not pure white, which causes eye strain on dark backgrounds) and ensured sufficient contrast ratios for accessibility compliance.
Custom icons break up content sections and create visual rhythm. Without them, a landing page becomes a wall of text that no one reads. Each icon reinforces its section’s message through dual-channel communication — visitors absorb the meaning from both the visual and the text simultaneously. We invested in consistent icon styling (same weight, same colour palette, same grid) because inconsistent iconography signals carelessness.
We used subtle scroll animations — elements fading in as they enter the viewport — but kept them restrained. Gratuitous scroll transitions no longer impress; they frustrate. Our rule: if removing the animation doesn’t change the message, the animation earns its place by making the message land better. We ensured all animations respect prefers-reduced-motion for accessibility.
We set a single objective for this page — one CTA, one goal. The beauty of a landing page is the single canvas to persuade the visitor to do one thing. Adding a secondary objective (promote the blog, link to careers, showcase other products) dilutes everything.
We built trust in three layers. Layer one — instant credibility: client logos and credentials near the headline, because visitors who recognise even one name experience an immediate trust transfer. Layer two — evidence: case studies or metrics in the mid-section that prove capability, not just satisfaction. Layer three — reassurance: testimonials and guarantees near the form to overcome last-second hesitation.
"B2B buyers don't convert on the first visit. They evaluate, compare, and share internally. That's why we design every B2B page to be shareable and scannable — the VP who discovers it and the technical lead who evaluates it should both get what they need at their preferred depth."
Read more about how we approach trust signals in our guide to B2B Landing Page Examples.
We showcase testimonials from a similar demographic to this audience. If you're selling to enterprise, curate testimonials from enterprise customers — a VP of Customer Relations at a recognisable brand carries more weight than a generic five-star review from 'John S.'
The lead form sits after enough trust-building content that visitors feel confident sharing their information, but before content fatigue sets in. We limited fields to the bare essentials — name, email, and one qualifying question. Every additional field we removed during testing increased completion rate. The submit button uses action-specific copy rather than a generic ‘Submit’ because visitors need to know exactly what happens when they click.
"Accordions are one of my favourite tools because they respect theirs time. A list of twelve features is overwhelming for someone seeing your product for the first time. Let them self-select what matters. The hidden benefit: every tap to expand is a micro-commitment that builds investment in your offering."
We chose Webflow for this project because it gives us the right balance of design flexibility and conversion tooling. The platform integrates with the client’s existing content ecosystem, making the landing page part of their marketing stack rather than an isolated experiment.
Over 40% of AmpliSell’s visitors arrive on mobile. We didn’t just make the page responsive — we loaded it on a phone, read the text aloud, tried the navigation, and attempted to convert with our thumbs. That process exposed friction points that analytics would never reveal. The CTA is accessible at every scroll depth, touch targets are sized for thumbs (not mouse pointers), and the form works without zooming.
We run speed tests on every page we build because a slow landing page is a leaking bucket. You can spend thousands driving traffic, but every additional second of load time costs conversions. We treat PageSpeed results as a to-do list, not just a score.
"The company's CEO cares and is extremely trusted by their colleagues and community."
No landing page is finished — every page is a hypothesis that data validates or disproves. With today’s data, we’d make three changes:
"Every page we launch is a hypothesis. We set a single objective, measure against it, and then replace the weakest element rather than adding more. The goal is to persuade with as little as possible — not to dump everything onto one page and hope something sticks."
This AmpliSell lead generation demonstrates that effective landing page design is about strategic restraint, not visual complexity. Every element earns its place by moving visitors one step closer to conversion — and anything that doesn’t serve that purpose gets cut.
Browse our full collection of landing page examples to see how we apply these principles across industries. For methodology, read our guide to Ways To Increase Landing Page Social Proof.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Colours trigger emotional responses. Strategic use of contrast and brand colours guides attention to CTAs.
A high-converting marketing agency landing page has a single clear objective, a headline that empathises with the visitor's problem, trust signals placed strategically throughout (not buried at the bottom), and a CTA with action-specific copy. The design should reduce cognitive load through clean typography, generous whitespace, and progressive disclosure of information.
A dedicated lead generation outperforms standard website pages because it has a single focused goal with no competing navigation links. Your main website serves multiple audiences and objectives, which dilutes conversion performance. A landing page removes the main nav, eliminates distractions, and guides every visitor toward one action.
The most effective CRO principles for B2B landing pages are authority bias, cognitive load reduction, social proof from similar demographics, and a clear text colour hierarchy that guides the eye.
A marketing agency landing page typically takes 2-3 weeks from brief to launch. This includes audience research, wireframing, visual design, copywriting, development, speed optimisation, and cross-device testing. We follow the principle that the page launches as a hypothesis — then we iterate based on real performance data.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
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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.
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"The hero has one job: confirm the visitor is in the right place within three seconds. If they have to think about what you do, they're gone. We strip everything from the hero that doesn't serve that single purpose — no secondary CTAs, no feature lists, no animations competing for attention."