Understanding the Problem

Scale.jobs’ job search support service pairs users with real, human assistants to land their dream jobs faster. Great service, pretty relevant to the current job landscape. Yet, the conversion rates (especially on mobile) kept falling -– with just 0.1% conversions. 

Even on the desktop, the traffic was similar. On top of that, their existing CTA (sign up) wasn’t aligned with how actual users were moving through their sales funnel. 

A key blocker was that they were asking people to “sign up” before booking a call — even though 95% conversions happened after the call. 

We knew it had to change. 

Digging Into Data 

A landing page is the entry point of your funnel. If people bounce here, you’re losing out on potential customers even before they get to know you. 

Our job was to nail the entry point (aka, the ‘landing page’), since it’s the very first thing that captures a visitor’s attention. 

To kick things off, we collected insights from all data sources available: 

• Google Analytics and post-funnel conversion data

• Session recordings (especially mobile drop-offs)

• All current ad creatives and platforms (Meta, Google)

• Sales call transcripts

• Past A/B test data

The idea was to look one step back (ad intent and messaging) and one step forward (what happens post-click) to get the full picture.

Re-aligning CTAs

The biggest hurdle: Users were being asked to sign up even before they understood what Scale.jobs did. That it was followed by a soft paywall where only 5% users converted was another observation. 

So we redesigned the flow to highlight Scale.jobs’ USP, replacing the sign up CTA with ‘Book a Call’ and making the value obvious. 

This mirrored their real-world sales process and removed all unnecessary friction. 

Tackling Mobile UX Head-On

With half the traffic coming from mobile, it was crazy to see conversions so low on those devices. We used session recordings to see how exactly mobile visitors explored our website, at what points they hesitated & what made them drop off. 

We then redesigned the mobile experience, with sticky CTAs and social proof placed at the top, so users/visitors could see the trust signals upfront. 

Information Architecture & Messaging 

With all the data in hand, we got down to mapping every insight into 4 key categories: ‘Pain points’, ‘Desires’, ‘Objections’ and ‘Top Questions’. 

From this, we built a message library and structured the IA (information architecture) to tell a story that looked like this: 

Problem > Stakes > Flawed Solutions > Our Unique Mechanism > Proof > CTA

We tested multiple angles and headlines, including pain-first, desire-first, and mechanism-led. 

Ultimately, the "human-led job search" angle beat out AI-led or generic job board messaging.

Visual Design Journey 

Once the messaging was figured, we kicked off the design phase with early mood-boarding. We then explored a few visual directions, sharing these mood boards with the founders to get their inputs fast. 

After various iterations, we settled onto a flow that looked “clean, confident and very human”. 

Here’s a detailed breakdown of how we built out the landing page: 

Hero Section

The hero section does much of the heavy lifting for any conversion-focused website. It’s the first thing your users see; and if it doesn’t click, they bounce, fast.

Instead of jumping straight into the design, we stepped back & asked: “What do job seekers actually need to hear in the first 5 seconds?”

This was followed by intense brainstorming & putting together multiple hero sections with different hooks & visual styles. 

But we didn’t leave things to just our gut feel, letting real-time ad data + client feedback guide our winner. 

By tying in the trust signals & statistical numbers, we further reinforced the core USP of the platform. 

Visual Process Simplification 

The ‘Process’ section was one of the biggest drop-off points on the old website. It tried explaining how the service worked, but often ended up doing the opposite. 

Using phrases like: “We plan”, “We onboard you…”, “You delegate” felt redundant. 

We rebuilt the process section from scratch to answer those questions visually, clearly showcasing:

• What happens if a user signs up? 

• What exactly does Scale.jobs do for them? 

• How soon can they expect something to happen? 

Visual card-based elements, short phrases & lots of social proof replaced long paragraphs & vague bullets. 

Now users could instantly see how it works without having to think too hard.

Features 

In addition to the process breakdown & social proof, we also added elements that talked about the various features the platform offered. 

To make things simple, we added short, visually distinguished elements that gave users a high-level view of the various features offered. 

This included a quick overview of features like: 

• ATS-friendly custom resume creation 

• Dedicated WhatsApp support 

• Fast & easy job application 

• Transparent & affordable pricing 

Building More Trust 

From our session recording reviews and user behavior data, it was clear: People wanted reassurance before taking action, especially since the CTA involved booking a call.

So, we rethought how social proof showed up across the page – adding real Trustpilot screenshots, user testimonials and comparison tables alongside a ‘Founder’s Note’ that directly addressed users (both old & new). 

These assets were naturally placed across different moments of the journey, further boosting credibility & trust. 

Feedback & Final Handoff

Once the A/B tests wrapped and performance started rolling in, we delivered the final version. 

The Scale.jobs team loved the latest rebuild & appreciated how meticulously planned every section looked. 

Conclusion 

Within weeks of launching the redesigned landing page, Scale.jobs saw daily call bookings jump from 6 to 15 — a 2.5x increase in conversions without spending an extra dollar on ads. 

March, April, and May became their highest revenue months ever – with users engaging more, bouncing less & taking action faster.