How Custom Landing Pages Lifted Leads and Reduced Cost Per Lead for a Premium Marine Equipment Supplier
An Australian supplier of Italian-made marine equipment used by boat owners, yacht builders and marine professionals. Their range includes the Quick Gyro stabiliser system — a high-end product designed to improve safety, comfort and the onboard experience.
increase in conversions
drop in cost per lead
increase in landing page view-to-lead conversion rate
The Situation
The client had a solid website with strong information and clear product detail. But the website wasn’t built for conversion-led campaigns. It was created to educate, showcase the full product line and support distributors — not to act as a focused lead-generation funnel.
This is a common challenge.
Why a standard website page underperforms as a landing page?
Most websites are built with competing goals in mind:
• educate
• allow browsing
• cover the full product range
• support SEO
• give users optional pathways
A good landing page does the opposite. It removes everything that gets in the way of a single action.
Here’s how the two approaches differ:
Why we recommended a third-party landing page platform
We wanted the client to benefit from best-practice landing page principles without slowing down deployment or taking risks inside the website’s backend.
Using a third-party platform gave us:
• Speed — we can build, launch and edit pages without waiting on a developer.
• Safety — no touching the CMS, no risk of breaking layouts, no affecting live content.
• Version control — any changes stay contained; nothing conflicts with the main site.
• Flexibility — the client can create up to 5 variations for future campaigns.
• Built-in conversion tools — form optimisation, mobile-first layouts, tracking, faster load speeds.
• Cleaner collaboration — no need for sensitive login access or navigating custom themes/plugins.
For a premium product like Quick Gyro, where every lead is valuable, the upside of a dedicated environment is meaningful: more control, more speed, and tighter alignment between the ads and the page.
What We Did
Built a dedicated high-intent landing page
We took the existing “Why Quick Gyros Are Better” content and rebuilt it as a focused conversion page. Instead of trying to serve multiple purposes, the page was designed to do one job well: turn interested visitors into enquiries.
Navigation was stripped back, the message was tightened, and the structure was rebuilt around real-world benefits and use cases. The form was kept short and clear, the layout was mobile-first, and the visual hierarchy guided users naturally toward a single action.
The aim wasn’t to add more information. It was to remove friction and give users the shortest, clearest path to enquire.
Set the foundation for ongoing A/B testing
Rather than treating this as a one-off page, we built the layout as a reusable framework. This allows us to duplicate the page and test variations quickly without redesigning or touching the main website.
With this setup, the client can test changes such as page length, headline angles, proof placement, form depth, and whether users respond better to technical detail or benefit-led messaging. Because the structure stays consistent, we can isolate what actually drives performance rather than guessing.
This makes optimisation faster, cheaper, and far more controlled over time.
Sent Meta Ads traffic into a distraction-free environment
Once the page was live, we directed Meta Ads traffic exclusively to the new landing page rather than the main website.
Each step was intentional. The ads spoke directly to the problem and outcome, and the landing page continued that same message without interruptions. There were no menus, no side paths, and no competing CTAs pulling attention elsewhere.
By keeping users in a clean, focused environment, we reduced drop-off and prevented browsing behaviour that doesn’t lead to enquiries. Attention stayed where it mattered, and the conversion data reflected that.
No menus. No side paths. No competing messages.
This kept attention where it mattered and prevented users from drifting into general browsing.
What We Did
Built a dedicated high-intent landing page
We took the existing “Why Quick Gyros Are Better” content and rebuilt it as a focused conversion page. Instead of trying to serve multiple purposes, the page was designed to do one job well: turn interested visitors into enquiries.
Navigation was stripped back, the message was tightened, and the structure was rebuilt around real-world benefits and use cases. The form was kept short and clear, the layout was mobile-first, and the visual hierarchy guided users naturally toward a single action.
The aim wasn’t to add more information. It was to remove friction and give users the shortest, clearest path to enquire.
Set the foundation for ongoing A/B testing
Rather than treating this as a one-off page, we built the layout as a reusable framework. This allows us to duplicate the page and test variations quickly without redesigning or touching the main website.
With this setup, the client can test changes such as page length, headline angles, proof placement, form depth, and whether users respond better to technical detail or benefit-led messaging. Because the structure stays consistent, we can isolate what actually drives performance rather than guessing.
This makes optimisation faster, cheaper, and far more controlled over time.
Sent Meta Ads traffic into a distraction-free environment
Once the page was live, we directed Meta Ads traffic exclusively to the new landing page rather than the main website.
Each step was intentional. The ads spoke directly to the problem and outcome, and the landing page continued that same message without interruptions. There were no menus, no side paths, and no competing CTAs pulling attention elsewhere.
By keeping users in a clean, focused environment, we reduced drop-off and prevented browsing behaviour that doesn’t lead to enquiries. Attention stayed where it mattered, and the conversion data reflected that.
The Result
Across the first three months, the change was clear. When comparing new landing page performance vs sending the same traffic to the original product page:
• +33.33% increase in conversions
• –21.70% drop in cost per lead
• +110.20% increase in landing page view-to-lead conversion rate
The numbers reflect what we see across industries: when you remove friction, focus the message and give campaigns a clean runway, results improve without increasing spend.
Here's a sample of the high-converting pages we've built for clients.
We've Been Delivering Results Since 2019
(Some details have been adjusted to maintain privacy.)
What This Means for Similar Businesses
For any brand selling a premium product — especially technical or high-consideration — dedicated landing pages offer a practical advantage:
• You keep your main website clean and stable.
• You avoid development bottlenecks.
• You get full control over message, structure and testing.
• You can improve results without increasing your media budget.
It’s not about replacing your website. It’s about giving your ads a better surface to land on.