ABC Finance

Redesigning ABC Finance's website templates, raising conversion rates from 6% to 25%, driving a 20X return on ad spend.

ABC Finance

2024

ABC Finance had traffic and ad spend, but it was not turning into leads at the rate it should. Paid clicks were landing on pages built for browsing, not buying, and the site was not doing enough to build trust fast in a high-stakes category.

The goal was to turn underperforming ads and organic traffic into a reliable lead engine by tightening the message, improving trust signals, and routing paid users into pages designed to convert, not just inform.

We rebuilt the website with conversion as the organising principle, then created a set of landing page templates that could scale across offers without losing clarity. Each page was stripped back to what matters, then rebuilt around precise positioning, strong offers, and direct CTAs, using proven funnel logic (AIDA/PASO) without making the pages feel formulaic.

To protect existing SEO value, we separated paid traffic from organic “money pages”. Organic pages kept their search performance, while ads drove into focused conversion journeys built to match intent.

To keep the whole funnel consistent, we also produced branded social ad collateral, so the trust cues and message stayed aligned from scroll, to click, to enquiry.

Within nine months, ABC Finance’s conversion rate rose from 6% to 25%, delivering a 20x return on ad spend. Cost per click dropped to one-fifth of their benchmark, increasing efficiency and revenue.

The Managing Director described the redesign as “so successful it actually caused a problem” due to the increase in leads. ABC Finance now has a stronger pipeline, better conversion efficiency, and a scalable landing page system for future growth.

“We've been getting consistent 25% conversion through the new site. Same product, same pricing... more expensive in some cases. The new site has transformed things.”

Gary HemmingManaging Director, ABC Finance

A breakdown of the redesigned landing page structure

“The redesign has gone so well it’s actually caused a problem for us! [...] We wish we had more resource to run more ads for more work.”

Gary HemmingManaging Director, ABC Finance

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