Quote form in the hero, PhD chemist further down.

Why Kapco needed more than a capabilities brochure

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.

Waseem Bashir CEO, Apexure

"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."

Design decisions

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.

Trust architecture

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.

Waseem Bashir CEO, Apexure

"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.

Conversion strategy

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.

Platform: Unbounce

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.

Mobile experience

Manufacturing procurement professionals increasingly research on mobile during site visits or commutes. We made sure 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.

What we’d evolve today

Three improvements that would lift quote request rate based on current B2B buying patterns:

• Add turnaround time specifics near the hero form, B2B procurement decisions are frequently time-sensitive. “Get a quote within 24 hours” or “samples within 5 business days” addresses a common objection before it’s raised
• Include a case study link near the testimonials, The current testimonials describe outcomes in general terms; a linked case study showing the specific brief, the process, and the result would deepen the proof for visitors who are still evaluating
• Test a two-step form, A single email capture in the hero, with full contact details on the thank-you page, typically increases initial form completions. For long-cycle B2B sales, starting the relationship with an email is more valuable than getting complete details upfront

Key takeaway

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.

Analysed by Waseem BashirFounder and CEO, Apexure

Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.