Yell Marketing Agency Pricing Page Example | CRO Breakdown

Why We Built This Marketing Agency Pricing Page

When Yell needed a pricing page 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.

Waseem Bashir CEO, Apexure

"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."

Design Decisions

We replaced static screenshots with embedded video because video builds trust faster than any other medium. Visitors see real people, hear real voices, and watch the product or service in action. The performance trade-off is worth it — video viewers are significantly more likely to convert than those who only read text. We configured the embed for lazy loading so it doesn’t impact initial page speed.

We implemented a multi-step form because our testing data consistently shows that breaking long forms into steps increases completion rates. The psychology is simple: asking for a name and email feels manageable. Once someone has invested 10 seconds completing step one, abandoning feels like wasting that investment. Each step should feel quick — we aim for no more than 2-3 fields per step, with a progress indicator showing how close they are to finishing.

We positioned client logos and proof points prominently because social proof from recognised names creates an immediate trust transfer. The key insight is placement: logos above the fold reduce bounce rate because visitors who recognise even one brand feel an instant sense of ‘this is legitimate.’ We curated which logos to show — featuring brands the target audience would recognise, not just the biggest names in the portfolio.

Trust Architecture

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.

Waseem Bashir CEO, Apexure

"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.

Conversion Strategy

We broke the conversion form into steps because a long form is the fastest way to kill a landing page. Step one asks for just a name and email — low commitment, low friction. Once someone has invested 10 seconds completing that, the sunk cost makes them far more likely to finish steps two and three. Each step reveals progressively more qualified fields, so the data quality is actually higher than a single long form.

Waseem Bashir CEO, Apexure

"'Click Here' and 'Sign Up' are invisible. They're so generic that visitors skip right past them. We use actionable phrases that create excitement: 'Unlock creativity for $19' or 'Request a call from our agents.' The CTA should make the visitor feel they're getting something, not doing something."

Platform: WordPress

We chose WordPress 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.

Mobile Experience

Over 40% of Yell’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.

What We’d Improve Today

No landing page is finished — every page is a hypothesis that data validates or disproves. With today’s data, we’d make three changes:

• CTA copy: Replace generic text with action-specific language. ‘Book a 15-Minute Strategy Call’ tells the visitor exactly what happens next and lowers the perceived commitment
• Above-the-fold proof: Surface a single compelling metric near the headline to anchor perceived value before the visitor starts scrolling
• Replace, don’t add: If we added a new testimonial, we’d remove the weakest existing one. The goal is to persuade with as little as possible, not to pile on more content

Waseem Bashir CEO, Apexure

"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."

Key Takeaway

This Yell pricing page 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 Landing Page Form Design Best Practices.