A selfie of me hiking on snowy Mt. Rainier. I am smiling while wearing my hat and sunglasses. Behind my head, in the distance, you can see the looming peak of Mt. Adams.

ProSource Landing Pages

Four tailored microsites that convert leads in healthcare and finance — currently averaging a 10% conversion rate.

A stylized mockup of ProSource's radiology landing page in dark and light modes.
My role
  • Front-End Developer
  • Product Designer
  • UX Researcher
  • AstroJS
  • FigJam
  • Figma
  • HubSpot
  • Netlify

Sept 2021–June 2022



Be­tween 2021—2022, I cre­ated 4 land­ing pages tai­lored to spe­cific in­dus­tries or ser­vice of­fer­ings. These would be more hyper-​focused on ac­quir­ing leads who oth­er­wise wouldn’t be en­gaged on our main mar­ket­ing web­site. The four land­ing pages:

  • Hosted Quick­Books
  • Hosted Quick­Books (with In­tuit Quick­Books So­lu­tion Provider part­ner­ship)
  • Health­care IT
  • Ra­di­ol­ogy IT

Prob­lem state­ment

It’s hard to cap­ti­vate each and every prospect on the main mar­ket­ing web­site. There were a few sce­nar­ios where send­ing a prospect to our main web­site wasn’t the best idea:

  • Re­fer­ral links from part­ners: For ex­am­ple, be­cause we were an In­tuit part­ner, they fea­tured us on their au­tho­rized host­ing page for Quick­Books Desk­top. It made more sense to tai­lor a land­ing page spe­cific to these prospects than to send them to our main web­site.
  • Cold out­reach: Any time we cold-​called leads, we tar­geted one, spe­cific in­dus­try at a time. Send­ing a tai­lored land­ing page that fo­cuses only on the one in­dus­try would con­vert at a higher rate.
  • Con­fer­ences and speak­ing en­gage­ments: We at­tend con­fer­ences or speak at events where we know our tar­get au­di­ence will be. Peo­ple from these con­fer­ences or events were more likely to book con­sul­ta­tions with us if we solely fo­cused on their exact goals.

I de­signed and de­vel­oped 4 land­ing pages that were tai­lored to spe­cific in­dus­tries or of­fer­ings. I worked closely with our Di­rec­tor of Busi­ness De­vel­op­ment to put to­gether de­signs and copy that would speak to prospect pain points, chal­lenges, and goals. Be­cause our Di­rec­tor of Busi­ness De­vel­op­ment en­gaged cus­tomers and leads fre­quently, he knew many of the com­mon chal­lenges these users faced. When we on­board new cus­tomers, we often ask what made them choose ProSource. Their an­swers reg­u­larly guide the copy on our web­sites.



Prospects should learn more about the of­fer­ing and how it meets their needs or goals. They will need pric­ing, avail­abil­ity, and fea­tures, too. Each land­ing page must clearly com­mu­ni­cate the value of our ser­vices to make it easy for prospects to con­vert on the page.

Busi­ness goals

We knew the bounce rate on any land­ing page would be higher than our main web­site. Our goal was for users to be in­ter­ested in the spe­cific ser­vice of­fer­ing quickly then book an ap­point­ment with our Di­rec­tor of Busi­ness De­vel­op­ment.

We pri­mar­ily fo­cused on our con­ver­sion rates to mea­sure the per­for­mance of each land­ing page. Specif­i­cally, this was the ratio of leads book­ing ap­point­ments with our Busi­ness De­vel­op­ment Di­rec­tor ver­sus the total num­ber of web­site vis­i­tors.

Stylized mockup of ProSource's landing pages.

De­sign process

Fol­low­ing our lean UX ap­proach, I cre­ated a few quick wire­frames to plot out an­swers to com­mon pain points that leads bring to us. I also de­signed sec­tions to an­swer ques­tions be­fore they are asked, specif­i­cally per­tain­ing to pric­ing, avail­abil­ity, and in­cluded fea­tures.

Wire­frames were vet­ted for co­he­sive­ness by the Di­rec­tor of Busi­ness De­vel­op­ment. We floated a few early it­er­a­tions by rel­e­vant part­ners in the in­dus­try, too. For our Hosted Quick­Books land­ing pages, we sent wire­frames to our In­tuit Quick­Books So­lu­tion Provider part­ner. We showed our ra­di­ol­ogy page to a PACS provider.

El­e­ments of our land­ing pages

  • Fo­cused: No space was wasted, we cut right to the chase. Each land­ing page cov­ered chal­lenges, fea­tures, pric­ing (if ap­plic­a­ble), and book­ing in­for­ma­tion.
  • En­gag­ing: We em­bed­ded rel­e­vant videos that sup­ple­mented re­lated copy. Videos in the tech in­dus­try yield bet­ter con­ver­sions than text alone. It also puts a face to the name be­fore a prospect books an ap­point­ment with our Busi­ness De­vel­op­ment Di­rec­tor. For our health­care land­ing page, I cre­ated a quiz that asks ten HIPAA-​related ques­tions to gauge how com­pli­ant the prospect was.
  • Quickly it­er­able: All con­tent needed to be eas­ily re­place­able. If our Di­rec­tor of Busi­ness De­vel­op­ment un­cov­ered a more press­ing pain point or in­dus­try trend, I could change a few things and push changes to pro­duc­tion within min­utes.

The HIPAA com­pli­ance quiz

We gated the quiz with an email cap­ture. This way, even if a user didn’t com­plete the quiz, we still had their email in our Hub­Spot con­tact data­base. To make each quiz ex­pe­ri­ence unique, I ran­dom­ized the order of the ques­tions.

After a user fin­ishes the quiz, they re­ceive a score and a rec­om­men­da­tion for fur­ther ac­tion. A score of 7 or higher in­di­cates that the user is ad­her­ing well to HIPAA com­pli­ance guide­lines. A score lower than 7 prompts the user to sched­ule a free ap­point­ment with us to dis­cuss ways to im­prove their se­cu­rity and poli­cies. The user’s quiz re­sults are at­tached to their con­tact ob­ject in Hub­Spot re­gard­less of their score. If the user booked an ap­point­ment, we could pre­empt the gaps in their se­cu­rity and/or poli­cies.

A GIF of me taking the HIPAA quiz on the ProSource healthcare landing page.


The land­ing pages have been in­stru­men­tal for con­vert­ing leads from cold out­reach, con­fer­ences or speak­ing en­gage­ments, and back­links from part­ners.

By the num­bers

Given that most land­ing pages con­vert any­where from 2–6%, we were sur­prised to dis­cover that ours av­er­aged a 10% con­ver­sion rate. Most leads came from our part­ners’ back­links, so per­haps these users were al­ready more in­clined to pur­chase from the get-​go. It’s worth not­ing that I did count any­one who sub­mit­ted their email ad­dress in our HIPAA quiz as a con­ver­sion, whether they booked a meet­ing with our Di­rec­tor of Busi­ness De­vel­op­ment or not.

Interested in working together?

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