Performance-Driven Funnel Landing Page
Overview
Equilibria provides professional coaching services to corporate teams, including clients such as Chevron, SAP, Hilton, and Siemens. The landing page was designed to support a Google Ads campaign funnel with two main purposes: acquiring new leads and certifying professionals as coaches for their teams.
The page features two primary call-to-action buttons:
- Want Information → submits a form to ActiveCampaign, storing potential leads in the database.
- Get Certified → triggers ActiveCampaign markers, sending an initial information email, and arranging a call to explain the service and next steps for users ready to become certified coaches.
My role focused on performance-driven UX/UI design, ensuring the landing page guided users effectively through the funnel, while maintaining alignment with the brand and campaign goals.
Challenge
The project involved multiple layers of complexity:
- Designing a landing page that serves dual purposes—lead generation and professional certification—without confusing users.
- Optimising the user journey for both new prospects and experienced professionals seeking certification.
- Integrating with ActiveCampaign workflows for seamless lead tracking, automated emails, and call scheduling.
- Aligning the page content and pricing information with corporate client expectations and premium service positioning.
The challenge was to balance clear messaging, conversion-focused design, and automation integration for a high-value corporate audience.
Process & Approach
- Designed a mobile-first layout with a clear visual hierarchy to guide users from attention to action.
- Developed user flows for both CTA paths: lead capture and certification.
- Built persuasive, scannable sections with strategic copywriting and trust indicators.
- Embedded custom forms and connected them to ActiveCampaign workflows for tracking and automation.
- Conducted A/B testing on layouts, messaging, and CTAs to optimise conversion rates.
- Simplified navigation to reduce bounce rates and increase lead qualification.
- Refined visuals and micro-interactions to align with corporate expectations and convey professionalism.
Impact & Results
- Significant increase in qualified lead generation.
- Streamlined the certification process for professionals, improving conversion from interested users to certified coaches.
- Reduced bounce rates due to intuitive navigation and persuasive UX.
- Strong alignment between Google Ads campaign and landing page, ensuring high ad-to-page conversion.
- Enhanced client trust and engagement through clear messaging and a structured, professional experience.