C/04 — Demand & Conversion Architecture

Turn interest
into revenue.

Traffic is rarely the problem. Most businesses lose revenue between the first impression and the signed contract. We redesign every touchpoint in that gap.

Conversion architecture starts with a diagnostic. We find where the funnel leaks, why it leaks, and what it would take to fix it — before anything is built or rewritten.

Start a brief → See case studies
6–10 wks
Typical build
100%
Funnel coverage
0
Guesswork
01

What changes for the business

The funnel becomes legible. The business can see exactly where leads drop off, at which stage, and for what reason — and every change made from that point is testable and attributable to pipeline impact.

Sales and marketing stop arguing about lead quality because the qualification logic is explicit and consistent. The handoff between a marketing touch and a sales conversation is designed, not assumed. Decisions about spend and effort are made with data, not gut feel.

02

How the system is shaped

Funnel diagnostic

Drop-off analysis using GA4, heatmaps, session recordings, and CRM stage data. Every leak is quantified before a fix is proposed.

Landing pages

Conversion-focused pages per campaign, segment, or offer. Copy and structure built against your message architecture and ICP psychology — not generic templates.

Email sequences

Nurture, onboarding, re-engagement, and sales sequences. Each email written to advance a decision at the right stage, not fill a calendar.

Offer architecture

Packaging and pricing review. We identify where your offer creates friction and restructure it around how buyers in your segment actually make decisions.

03

For technical stakeholders

Conversion tracking is implemented via GTM with a clean, documented event taxonomy. Form submissions, CTA clicks, scroll depth, and video engagement are tracked as named events — not pageviews. CRM stage transitions are mapped to funnel events so pipeline velocity is measurable, not estimated. All tracking is server-side where signal reliability warrants it.

// GTM event taxonomy — conversion layer
window.dataLayer = window.dataLayer || [];

// CTA interaction
dataLayer.push({
  event:      "cta_click",
  cta_label:  "Start a brief",
  cta_location: "hero",
  page_section: "svc-hero"
});

// Form submit → CRM stage: MQL
dataLayer.push({
  event:      "form_submit",
  form_id:    "contact-brief",
  crm_stage:  "MQL",
  segment:    "enterprise"
});

// Scroll depth milestone
dataLayer.push({
  event:       "scroll_depth",
  depth_pct:   75,
  content_type: "service-page"
});
04

Proof in practice

Conversion problems look different across sales motions. The diagnostic finds the specific leak — the architecture fixes it.

B2B SaaS

Trial-to-paid conversion rebuilt from the handoff.

The drop-off was not in the funnel top — it was at the trial activation step. Redesigned the onboarding email sequence and in-app prompts against the activation moment. Trial-to-paid rate improved by 34% in 60 days.

Professional services

A proposal process that was losing deals quietly.

Win/loss analysis showed 60% of losses happened between first meeting and proposal review. Redesigned the proposal format, added a pre-proposal email sequence, and scripted the review conversation. Win rate from proposal to close improved by 22%.

E-commerce

Cart abandonment addressed at the right layer.

The abandonment was in checkout — but the cause was trust, not UX. Added proof elements, restructured the guarantee language, and added a behavioural abandon sequence. Recovered revenue increased by 28% within the first month.

05

What ships

  • 01 Full-funnel drop-off analysis with quantified revenue impact per stage
  • 02 Purpose-built landing pages per campaign or segment
  • 03 Email sequences for nurture, onboarding, and re-engagement
  • 04 Sales assets aligned to the conversion narrative
  • 05 Conversion tracking via GTM with documented event taxonomy
  • 06 Pipeline attribution dashboard connecting touchpoints to closed revenue
Connects with

Conversion architecture is most effective when fed by a strong acquisition system and grounded in a clear market thesis.

C/01 Market Entry & Expansion The ICP and message architecture conversion is built around. C/03 Acquisition Systems The traffic and pipeline that feeds the funnel. C/05 Authority Systems Content that shortens sales cycles and improves close rates. C/06 Revenue Infrastructure The reporting layer that makes every conversion decision testable.
Ready to fix the funnel?

Bring your conversion rates. We will find where the revenue is going.

Start a brief →