CRO breakdown of Yell's digital business listing and marketing service click-through. 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’s digital business listing service helps SMBs appear across the Yell directory, Google Business Profile, and partner directories simultaneously. For a local restaurant, garage, or beautician, this is straightforward value — appear where customers are searching, without managing it yourself.
The page challenge is cutting through the noise. Every SMB owner has been approached by dozens of digital marketing services. This page needs to earn trust fast and differentiate on track record.
The bold yellow and white palette anchors this page in the Yell brand identity immediately. This page doesn’t need to introduce the Yell brand — it needs to translate that brand equity into confidence in a specific new service. The colour system does that translation automatically for visitors who already recognise Yell.
— “Put Your Business in Front of Billions of Customers” — operates at an aspiration level rather than a feature level. The copy isn’t describing the service; it’s describing the outcome. For SMBs who think locally, “billions” reframes their competitive landscape. It’s not a local directory — it’s a national and international network. That reframing justifies the investment.
The partner logos — Google, Facebook, Amazon Alexa — do two jobs simultaneously. They tell the visitor that Yell has the right partnerships to get their business in front of customers wherever they search. And they borrow authority from brands that the SMB owner uses and trusts daily. Seeing Google’s logo next to Yell’s signals: “we’re operating at the same level as the platforms you use.”
The embedded video — showing real SMB owners talking about their Yell listing results — is the page’s highest-trust element. It’s peer-to-peer testimony from business owners who look and sound like the visitor. A beautician talking to another beautician about customer enquiry growth is worth ten times what any marketing copy can achieve.
The “How Yell Can Help Your Business Thrive” features grid translates the service’s components into plain English. Each feature is described in terms of what it does for the customer, not what it is technically. “Get found on Google” is more persuasive than “Google Business Profile management” — same feature, completely different orientation.
The "Trusted by Companies of All Sizes" section with recognisable enterprise logos (shown as partners, not customers) activates a specific form of authority bias: if large brands trust the infrastructure, the SMB should too. This is particularly effective for local businesses who want to feel they're accessing enterprise-grade tools.
Yell’s trust on this page is institutional rather than testimonial-led. The brand recognition, the partner logos, and the “businesses served” scale signals combine to create a macro-level credibility. The video testimonials then bring it down to the micro-level — real business owners, real results. This two-layer approach addresses both the “is this a real company?” question and the “does this actually work for businesses like mine?” question.
"The visitor who's considering digital marketing has almost certainly seen competitor pages that look similar. The question they're subconsciously asking is 'what's different about this one?' The answer on a Yell page is the breadth of platform reach — Yell's own directory plus Google plus Facebook plus Amazon Alexa simultaneously. That multi-platform reach is the differentiator that needs to be communicated loudly, not buried in a feature list."
Read more about trust in marketing services pages in our guide to B2B Landing Page Examples.
The "Meeting the Many Demands of Your Business" section late in the page addresses the SMB owner's biggest fear about a managed marketing service: "will they understand what makes my business different?" Showing that the service adapts to business type and industry reduces the risk perception that many SMBs feel about handing their digital presence to a third party.
This page is a click-through — the visitor clicks through to a package selection or a conversation booking page. The click-through model works for Yell because the service pricing is consultative (it depends on the business type, location, and competitive landscape). Getting the visitor to request a conversation is more appropriate than directing them to a self-serve checkout for a service they haven’t fully evaluated.
"Typography choices tell the visitor which audience the page is designed for. Heavy, oversized type reads as bold and confident — appropriate for a brand speaking to local business owners who respond to decisiveness. Delicate, editorial type reads as premium and refined — appropriate for luxury products. Match the typographic personality to the emotional register of your buyer."
WordPress gives Yell’s marketing team the ability to run multiple versions of this page for different SMB verticals simultaneously — a restaurant version, a trades version, a retail version — each with different hero images and sector-specific testimonials. The CMS infrastructure supports this kind of scale without bespoke development for each variant.
Over 40% of Yell’s visitors arrive on mobile. Many are SMB owners browsing during a slow moment at work. On mobile, the features grid is single-column with icon-led layout — the icon registers before the text, which is important for attention-sparse mobile browsing. The video has a custom thumbnail that shows a real business owner (not a studio setup) and autoplays muted on scroll.
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 digital listing scores 81 on our ConvertScore framework. The brand equity and partner logos are well-used, and the video testimonial is the page’s strongest element. The score gap is primarily in the specificity of the results claimed — the page would convert better with sector-specific data — and the absence of a risk-reversal guarantee.
Browse our full collection of landing page examples or read our guide to How to Optimize Your Landing Page Headlines.
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.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
This principle influences visitor behaviour and supports the page's conversion goal.
The SMB owner arriving on a Yell digital listing page usually has one question: 'Will this actually get me more customers?' The page needs to answer that with specifics — customer enquiries generated, search visibility improvements, or local map ranking improvements. Generic claims about 'digital presence' don't convert SMB owners who've been burned by digital marketing services that promised results and delivered reports.
Yell's brand recognition is a double-edged sword. SMBs who've used the Yellow Pages or Yell directory arrive with positive brand familiarity — that's an asset. But some older business owners associate Yell with an era of phone directories, not digital marketing. The page needs to leverage the trust equity while positioning the service as modern, digital-first, and results-oriented.
This objection is present in the minds of many SMB owners who've been burned by social media managers or SEO agencies that didn't deliver. The page addresses it with specific, verifiable claims — not 'we get results' but 'businesses in your category average X% more enquiries in the first 90 days.' Specificity differentiates from the vague promises that typify bad digital marketing agencies.
A digital services click-through page for an established brand takes 2–3 weeks. The key variable is the approval process — large brands have multiple stakeholders reviewing copy for brand compliance and regulatory accuracy. We factor this into the project timeline and structure our review rounds to minimise back-and-forth by presenting compliant copy from the first draft.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
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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 selling to SMBs who've been burned by digital marketing before, the most powerful opening is acknowledgement, not pitch. 'Most digital marketing promises don't deliver. Here's why ours do — with evidence.' Starting with the objection and addressing it directly converts better than ignoring it and launching into feature benefits."