CRO breakdown of Kapco's custom coating and converting B2B lead generation page. Design analysis of inline form placement, industry segmentation, and proof strategy 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.
Kapco’s brief was direct: convert procurement professionals searching for custom coating and converting solutions into quote requests. Their challenge was that the manufacturing and specialty materials space is dominated by technical specification sheets — exactly the kind of content that informs but doesn’t convert.
We needed to build a page that spoke to procurement professionals’ technical requirements while moving them toward a decision. That means capability proof up front, friction-free quote request in the hero, and enough specificity throughout to handle the objections a specialist buyer carries.
The hero deploys an inline quote form rather than a CTA button leading to a separate form page. We chose this because manufacturing buyers arrive with a task in mind: get a quote for a specific requirement. Removing the extra click between intent and form reduces drop-off. The form asks only for email and coating/converting needs — minimal fields for maximum completion rate.
The red and dark olive colour palette creates a visual identity distinct from the typical blue-heavy industrial competitor set. The logo sits prominently in the header, and the hero background uses industrial process imagery — actual coating equipment — rather than generic stock photography. This signals that Kapco has real facilities and real capabilities, not a broker arrangement.
The “Outstanding Services” section uses a two-column layout with actual product photography alongside bullet-point capability lists. We chose photography of Kapco’s actual materials — metal coils, custom-cut materials — rather than process diagrams. Buyers respond to seeing the physical product because it confirms that what they need actually exists.
The industry icon grid in “Who We Serve” communicates applicability breadth in a compact format. Eight industry sectors shown as icon + label pairs takes less cognitive effort to process than a paragraph listing the same sectors. Self-identification is instant: a food equipment buyer scans, sees the food icon, and confirms they’re in the right place.
The “PhD Chemist Is On Hand” section with a professional photograph is a differentiator most manufacturers don’t deploy. Technical availability — a real person with named credentials — addresses the B2B buyer’s anxiety about whether the supplier can handle complex or unusual specifications.
Inline forms in the hero of B2B pages consistently outperform button-to-form flows when the visitor's intent is specific. Manufacturing procurement professionals arrive with a task — requesting a quote — and every extra click between them and that form is a drop-off opportunity. Hero forms close that gap.
Kapco’s trust architecture operates through three channels. The first is customer satisfaction proof — a star rating with a named testimonial in the mid-page, pulled from a real client describing a specific capability benefit, not a generic “great company” quote. The specificity of the testimonial (“we needed a custom adhesive solution for high-temperature applications”) signals that Kapco handles complex briefs.
The second is “Bring Your Concepts to Life” social proof — a section showing three specific manufacturing process examples with photography. This is proof of range: if Kapco has handled this range of applications, they can probably handle mine. The visual evidence is more persuasive than a capability list.
The third is FAQ social proof — the FAQ section contains questions that only an experienced buyer would ask (“Can you handle unusual substrate requirements?”). Anticipating expert-level questions signals that Kapco’s team understands the space at a peer level, not just a sales level.
"The FAQ section on a B2B manufacturing page is underrated. When you anticipate the questions a senior procurement professional actually asks — questions about tolerances, material compatibility, turnaround times — you're demonstrating domain expertise before the sales call even happens. That reduces the friction of initiating contact."
Read more about B2B conversion strategy in our guide to Ways To Increase Landing Page Social Proof.
The "Partner With Kapco" footer CTA at the bottom uses partnership language rather than transactional language. For B2B buyers who are evaluating long-term supplier relationships, "partner" framing signals that Kapco thinks in terms of ongoing relationships rather than single orders — which is exactly how procurement teams think.
The page runs a three-CTA pattern calibrated to scroll depth. The hero form captures high-intent visitors who arrive ready to request a quote immediately. The mid-page “Request a Quote” button captures visitors who needed the “Why Choose Kapco” section to make the decision. The footer “Partner With Kapco” section captures visitors who’ve read the full page and are evaluating Kapco as a long-term supplier.
Each CTA moment is preceded by a trust signal — the hero form follows the capability headline; the mid-page CTA follows the PhD chemist section; the footer CTA follows the testimonials. Trust then action, repeated throughout the page.
We chose Unbounce for its inline form capabilities and multi-CTA layout flexibility. The hero form integration and the ability to run variant tests on the form field configuration were key requirements for this build.
Manufacturing procurement professionals increasingly research on mobile during site visits or commutes. We ensured the hero form stacks cleanly on mobile with full-width fields, the industry icon grid reconfigures to a 2x4 layout, and the product photography maintains quality at mobile resolution.
We insisted on real Kapco facility and product photography rather than stock manufacturing imagery. B2B buyers in technical sectors can recognise generic stock photography immediately — and when they do, it undermines credibility. Real photographs of real equipment and materials confirm that the capability claims on the page are backed by actual infrastructure.
Three improvements that would lift quote request rate based on current B2B buying patterns:
This Kapco page converts because it answers a B2B procurement professional’s questions in the right sequence: capability proof first, differentiation second, technical credibility third, then the quote request. Every section earns the next scroll by reducing a specific objection rather than simply adding more information.
Browse our full landing page examples collection for B2B and manufacturing examples. For thinking on CTA structure, read our guide to Landing Page Call to Action Tips.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
This principle influences visitor behaviour and supports the page's conversion goal.
Manufacturing buyers compare multiple vendors before committing to a quote request. The page needs to answer the key objection ('why Kapco over the others?') before it asks for contact details. We use a 'Why Choose Us' section that addresses capability, expertise, and customer satisfaction in that order — matching the sequence of a procurement professional's evaluation process.
For coating and converting applications, chemistry expertise is a direct purchase signal. Buyers who need custom formulations aren't just comparing prices — they're evaluating technical competence. A named PhD chemist available for consultation signals that Kapco can handle complex specifications that commodity suppliers can't. This differentiator should sit near the CTA, not buried in the footer.
Industrial product videos work differently from consumer product videos. B2B buyers who are early in evaluation aren't ready to watch a video in the hero — they're scanning for capability signals first. We placed the video in the mid-section, after the 'Why Choose Us' section establishes credibility, so it functions as a capability demonstration for visitors who've already decided to learn more.
The 'Who We Serve' section uses industry-specific icons to communicate breadth without a wall of text. Automotive, medical, food & beverage, electronics — each represented visually so procurement professionals can self-identify in under two seconds. This section reduces the cognitive load of determining applicability, which is one of the most common reasons B2B visitors bounce.
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
"B2B manufacturing buyers don't respond to generic 'industry-leading solutions' copy. They respond to specifics: what materials you work with, what tolerances you hit, and what happens when their spec is unusual. The more specific you are, the lower the perceived risk — and the lower the risk, the faster the quote request."