The brief I walked into
The team had a strong product and a six-figure annual ad budget, but their demo-request page was a generic template with too many fields, no social proof above the fold, and a hero video that took 11 seconds to load.
Sales kept asking marketing for more leads. Marketing kept asking sales for higher-quality conversations. Neither was wrong — the bottleneck was the page in the middle.
How I attacked it
I rebuilt the landing page around one job: get a qualified buyer to book a 30-minute demo. Hero copy moved from feature-listing to outcome-led. Form fields dropped from nine to four (we let the rest happen on the call). Logos of recognisable customers moved above the fold. The video became a 4-second product loop, not a 90-second pitch.
We A/B tested two hero treatments for three weeks, then locked in the winner. I also rewired the analytics so the team could see, by ad source, exactly which traffic was converting and which was burning budget.
What changed for the business
Demo bookings more than doubled month-over-month at the same ad spend — landing-page conversion rate went from ~1.4% to 3.4%, which alone explains most of the lift. ROAS climbed to 1.7× because the leads coming through were warmer and closing faster.
Sales stopped asking for "more leads"; they started asking for "more time on the calendar."