Local visibility platform site with clear trial paths
About project
Website Redesign · Website Design
BuildTrust is a local visibility platform helping clinics, trades, and professional firms appear on Google, Maps, and AI search. Owners evaluate daily publishing, review velocity, and trial terms before committing marketing budget. Local business owners search for concrete outcomes such as more Map Pack visibility, more calls, and more AI recommendations, not platform jargon. When the site buries the trial, hides pricing, and explains the product in abstract terms, owners cannot tell if it fits their business type.
Challenges & approach
Problem
The marketing site buried the 7-day trial, hid pricing, and explained the product in abstract terms. Clinic owners and tradies could not tell if BuildTrust was for their business type or what happened after sign-up. Trial drop-offs and support tickets showed repeated confusion about audience fit, post-sign-up workflow, and pricing for smaller firms.
Solution
We led with owner-language outcomes: where you appear on Google, Maps, and ChatGPT, what gets published daily, and how the trial works with open access to basics. Real customer numbers replaced vague screenshots. Integrations and pricing sit where a clinic owner or tradie expects them before starting a trial.
What we focused on
Plain English outcome messaging
Daily publishing, map visibility, and AI coverage are explained where local owners decide fit. Copy avoids martech jargon that confuses clinic and trades audiences evaluating visibility tools.
Open trial and pricing access
Seven-day trial and pricing moved out from behind book-a-call gates for basics. Owners start evaluation without a sales script when they only need to understand cost and scope.
Audience-specific proof
Customer numbers and use cases show clinics, trades, and professional firms succeeding on the platform. Proof answers is-this-for-me before owners abandon the homepage.
Integration and workflow clarity
Publishing workflow and connected channels are shown where owners evaluate operational effort. Transparency reduces support tickets about what happens after sign-up.
Self-serve sign-up path
One primary trial action replaces mixed contact and demo CTAs. Owners who match the ICP can start without scheduling a call to learn basic product mechanics.
Process
We mapped the trial sign-up journey with the product team, then rebuilt homepage messaging, pricing clarity, and proof placement before launch.
Discovery
Trial drop-offs and support tickets showed repeated confusion about audience fit, post-sign-up workflow, and whether pricing suited smaller local businesses.
Customer and competitor research
Local visibility tools that convert lead with plain outcomes, open trials, and segment-specific proof. BuildTrust was benchmarked against that owner-first evaluation pattern.
Information architecture and messaging
Pages reorganised around owner questions: visibility outcomes, daily publishing, where businesses appear, and how to start a trial without a call for basics.
UX design and conversion journey
Wireframes placed trial and pricing where owners expect them after reading proof. Forms were shortened for self-serve sign-up from mobile search traffic.
Search/local visibility foundations
Page structure targets local SEO and visibility platform queries owners use when researching map ranking and review tools for their trade or clinic.
Launch tracking optimisation
Trial starts and drop-off points were tracked from launch. Reporting focused on whether owners completed sign-up after viewing pricing and segment proof.
What this approach is designed to improve
Open
Trial and pricing
Owners can start a 7-day trial and understand cost without a sales call for basic questions.
Plain
English offer
Daily publishing and AI coverage explained where businesses actually appear: Google, Maps, AI search.
Proof
Led homepage
Real customer numbers replaced vague screenshots that failed to answer is-this-for-me.
1
Self-serve trial path
One primary sign-up action replaces mixed demo and contact CTAs on the homepage.
Want a local SaaS site owners understand without a sales call?
Request a website & SEO review. We will review where your current site loses trial sign-ups before owners see pricing.
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Review how we approach plain-language messaging, trial paths, and proof placement for local and martech platforms.
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