CRO breakdown of Yell's SMB website builder pricing page. Design analysis and 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.
Yell is one of the UK’s most recognisable business directory brands, but they’re selling a product (managed website building) that many SMB owners don’t yet understand as different from self-service builders they’ve heard of. The page needs to simultaneously leverage the brand recognition and educate on the managed-service distinction.
The brief was: convert SMB owners who know Yell but haven’t thought about their website service.
The yellow and white Yell brand system creates instant brand recognition for visitors who’ve encountered Yell through their directory listing. This is not just aesthetics — it’s a trust transfer. The visitor who’s used the Yell directory brings existing goodwill to the website product. The brand consistency activates that goodwill from the first scroll.
The “What Is It Like Working With Yell?” opener in the second section is a smart objection handler. Before showing any pricing, the page addresses the service experience question that differentiates Yell from DIY builders. The answer — dedicated support, SEO included, mobile-first design — establishes what the visitor is buying before they see the cost.
The portfolio grid shows actual Yell-built websites across different business categories. This is the page’s most powerful persuasion element for SMB buyers who need to see their kind of business represented. We curated the grid to include recognisable local business types — restaurants, trades, retail — so the maximum number of visitors see something analogous to their own business.
The iZooto certificate badge and the Clutch award badge provide third-party validation for a brand that, while recognised, needs to establish expertise in website building specifically. Awards from respected industry bodies signal that the product has been independently evaluated and recognised — which matters more to B2B buyers than consumer testimonials.
The comparison table shows Yell’s all-inclusive package against a typical DIY setup. The table is formatted so that Yell’s columns have checkmarks and DIY columns have crosses or question marks. This anchoring — where the comparison is always framed in Yell’s favour — shifts the reference point for pricing from “DIY costs nothing” to “DIY actually requires all these additional tools and time.”
The multi-step form on this page handles the "which package is right for me?" question inline. Step one is the basic contact capture; step two asks about the business type and current website situation. This qualification step helps the sales team tailor their response — and the visitor experiences it as personalisation rather than interrogation.
Yell’s trust architecture leverages the parent brand first, then builds product-specific credibility. The Yell logo in the header brings decades of brand equity. The Clutch certification provides independent quality validation. The portfolio grid proves delivery capability. The customer count and satisfaction stats provide scale signals. Together, these five layers answer every trust question before the pricing section.
"SMB pricing pages need to address the 'ROI question' explicitly. The buyer isn't asking 'what's included?' — they're asking 'will this get me more customers?' A pricing page that answers features but not outcomes leaves the most important question unanswered. We always add a 'what you'll achieve' section that translates features into business outcomes."
Read more about trust and pricing in our guide to B2B Landing Page Examples.
The embedded video in the hero isn't a product tour — it's a customer story. A 60-second video of a real SMB owner explaining how their Yell website generated enquiries creates emotional resonance and peer identification simultaneously. The viewer thinks "that business is like mine" and "if it worked for them it could work for me." That two-step thought process is the most efficient conversion journey a page can create.
The multi-step form starts with just two fields — business name and email — before asking for package preference in step two. This low-commitment entry point increases step-one completion rates significantly. By the time a prospect is completing step two (choosing a package), they’ve invested enough that abandoning feels costly. The sunk cost of step one pulls them through.
"On pricing pages for monthly subscription services, showing the annual price alongside the monthly price — 'Just £X/month, billed annually' — consistently increases average order value without reducing conversion volume. Visitors who are comfortable with the monthly price are often willing to commit annually for a discount. Always give them the option."
WordPress handles the content management for a page that needs regular updates — new portfolio examples, updated pricing, seasonal offers. The Yell marketing team can make these changes without developer involvement. For a page that’s actively optimised and updated, self-service content management is essential.
Over 40% of Yell’s visitors arrive on mobile — many of them are SMB owners browsing on their phones between jobs. On mobile, the portfolio grid reduces to a two-column layout with tap-to-enlarge. The pricing table shifts to a tabbed view (one plan per tab) so pricing comparison is possible without horizontal scrolling. The multi-step form is one question per screen, which is appropriate for mobile input.
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.
Three improvements for the next iteration:
Yell scores 88 on our ConvertScore framework. The page is excellently structured, the comparison table is strategically sophisticated, and the portfolio grid is comprehensive. The gap to 90+ is primarily the opportunity for industry-specific variants that would raise relevance for each audience segment.
Browse our full collection of landing page examples or read our guide to Landing Page Form Design Best Practices.
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.
The first piece of information shapes all subsequent judgements. Price comparisons and headline stats set expectations.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
SMB buyers are cost-sensitive and time-poor. They want two things answered fast: 'Can I afford this?' and 'Will this actually get me customers?' The pricing table needs to be transparent and comparison-friendly, and the page needs to show real websites built for businesses like theirs. Abstract promises about 'growing your business online' don't convert. Real examples from recognisable local business types do.
Yell competes with DIY website builders (Wix, Squarespace) and with doing nothing. The comparison table addresses both competitive threats simultaneously. It shows what Yell includes that DIY builders don't (done-for-you, support, SEO, directory listing) and implicitly addresses the 'why not just do it myself?' objection by making the managed-service value visible. It converts comparison shoppers who arrive having already evaluated alternatives.
A portfolio grid answers the 'will mine look professional?' question that every SMB buyer has. The grid needs to show diversity — different industries, different styles — so the visitor can find something analogous to their own business. A hairdresser should see a hairdresser website; a plumber should see a trades site. Industry-relevant examples are more persuasive than award-winning designs that look too polished to be realistic for a small business.
A pricing page for a well-known brand like Yell takes 2–3 weeks. The primary complexity is the pricing architecture — deciding which features go in which tier, how to price anchoring works, and how the comparison table communicates value at each price point. The design itself is relatively straightforward; the strategic work around pricing structure and tier differentiation takes the most time.
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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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"When a recognisable brand launches a new service extension, the landing page has to do two jobs: borrow trust from the parent brand and establish the new product's specific value. 'From Yell — the company that lists your business — a website service that gets you found' is a stronger opening than starting from scratch with a value proposition. Always use what the brand has already earned."