Logos beside the headline, not in the footer.

Why we built this leader training page the way we did

MindFit at Work competes in a market where every coaching firm claims to improve team performance. The differentiation isn’t the promise. It’s the evidence. Our brief was to make the science-backed credibility of MindFit’s approach the centrepiece of the page, while making the human side of the offer, the ‘Happy Workplace Revolution’, feel accessible rather than corporate.

The audience is HR leaders and senior managers who need to justify spend internally. They’re buying outcomes they can measure and report. They’re also responding emotionally to the prospect of a more energised, committed workforce. This page had to speak to both layers simultaneously.

Waseem Bashir CEO, Apexure

"The most dangerous thing you can do on a coaching landing page is lead with process. No one buys a training programme because of how it's delivered, they buy it because of what it changes. Lead with the outcome, prove the outcome, then explain the process. In that order, always."

Design decisions

Oversized typography with colour hierarchy

is the first design decision worth examining. The headline type is large enough to read from a distance and uses a three-level colour system: primary message at full contrast, supporting copy at reduced opacity, and metadata in a lighter shade. This means visitors scanning at speed absorb the message correctly. They don’t have to work out what matters most.

The client logo strip (Netflix, eBay, Apple, Adore Beauty, Google) appears near the top and is doing significant trust work. The key decision here wasn’t just which logos to show, but where to place them. Logos buried in the footer are decorative. Logos near the headline are functional, they transfer the credibility of recognised brands to MindFit before the visitor has read the body copy.

The process visualisation, three clearly numbered steps: Customise, Choose Delivery, Embed with App, converts a potential complexity into a clear sequence. B2B buyers are often anxious about implementation. Showing them “here are the three things that happen” collapses that anxiety by making the journey concrete. Each step is illustrated, which prevents the section from feeling like a dense methodology statement.

The “100%” statistic in the Science-Backed Training section is the page’s strongest proof point. It’s bold, it’s specific, and it’s positioned as an outcome claim rather than a feature claim. We made sure it was surrounded by enough context to be credible, the claim has qualification copy below it that explains what “100% employee commitment” means in practice.

The testimonial slider provides social proof at scale. Rather than a single quote, the carousel implies depth of evidence. The testimonials we selected are from clients who describe specific outcomes, not just satisfaction, this distinction matters because outcome testimonials sell more effectively than experience testimonials.

Trust architecture

This page builds trust across three distinct layers. Recognition layer: the brand logos that immediately tell visitors “organisations like yours have already said yes.” Evidence layer: the 100% metric and the science-backed framing that give buyers internal justification. Relationship layer: the warm, people-focused imagery and the “Happy Workplace Revolution” framing that make the firm feel approachable, not clinical.

Waseem Bashir CEO, Apexure

"Corporate buyers need two types of reassurance: rational and emotional. Rational: 'This works, here's the evidence.' Emotional: 'This feels like the right firm to trust with our people.' A page that only delivers rational proof feels cold. One that only delivers emotional warmth feels unaccountable. You need both, in equal measure."

Read more about how we approach trust signals in our guide to B2B Landing Page Examples.

Conversion strategy

The CTA on this page is “Book a Discovery Call”, a deliberate choice over the more generic “Get in Touch” or “Request a Demo.” Discovery Call implies professional parity: this isn’t a sales call where you’ll be pitched to. It’s a mutual exploration. That framing significantly reduces the perceived risk of clicking.

Waseem Bashir CEO, Apexure

"'Discovery Call' changes who has power in the conversion equation. 'Book a Demo' puts the vendor in control. 'Book a Discovery Call' implies a two-way conversation where the buyer is also evaluating fit. That shift in framing makes the click feel less like surrendering to a sales process."

Platform: Unbounce

Unbounce gave us the speed and flexibility to build a visually rich page without a custom dev cycle. The gradient treatment, illustration set, and animation were all executed within Unbounce’s canvas, which also means the client can run A/B tests on headlines and CTAs independently.

Mobile experience

HR leaders increasingly review materials on mobile during commutes. We sized all text for comfortable reading on phone screens, made sure the process illustrations scale properly, and verified the CTA button is thumb-accessible. The gradient background renders correctly across iOS and Android.

What the client said

Evolve today

Three upgrades would push this page’s performance further:

• Video testimonial from a named HR Director: A short clip from a client at a recognisable company, describing the business outcome in their own words, would make the social proof section far more compelling than any written testimonial
• ROI calculator: Adding a simple “How much does disengaged staff cost your business?” calculator above the CTA would quantify the problem and make the investment feel proportionate
• Segment-specific variants: A version aimed at “psychosocial risk management” for compliance-driven buyers, and another aimed at “leadership development” for growth-driven buyers, same page structure, different headline and hero framing

This page excels at the evidence-to-aspiration balance. The combination of client logos, outcome metrics, and human-focused imagery creates a trust architecture that’s hard to find fault with. The deductions come from the absence of a video testimonial and the opportunity for deeper segment personalisation, both of which would lift it from excellent to exceptional.

Browse our full collection of landing page examples to see how we apply these principles across industries. Want a coaching or training page that converts at this level? Talk to our team.

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.