Understanding the challenge
Interdependence is a global, AI-powered PR firm with offices across major US markets. Their proprietary technology, Interviewed, drives 300 to 400 percent increases in earned media conversion rates for clients. Despite strong brand recognition, their paid campaigns were not converting at the rate the business needed. These are top-of-funnel landing pages targeting cold traffic from paid media, visitors who are awareness-level and need to be educated on the value before they are ready to take action. Landing pages lacked a clear value proposition, display ads were not driving qualified traffic, and the case study section was underperforming.
Research and user journey mapping
For the landing pages, using Hotjar heatmaps, scroll maps, and user polls, qualitative data was gathered on how visitors were interacting with the existing pages and where they were abandoning. For the website, VWO was used to build conversion funnels that mapped the full user journey from ad click through to form submission, identifying the exact drop-off points in the flow. This data shaped the page architecture, CTA placement, and copy hierarchy on every landing page produced.
Landing page design
Landing pages were designed and iterated on in Figma, restructuring the narrative to lead with client outcomes rather than service descriptions. CTAs were repositioned and rewritten to lower the commitment threshold for a high-consideration B2B audience arriving cold from paid channels. Forms were built and managed in Jotform and embedded into Unbounce landing pages. The visual design was elevated to reflect the authority of an agency placing clients in Forbes, CNBC, and the Wall Street Journal.
Alongside the landing pages, I designed display ad creative built to drive qualified traffic into the funnel. Ad creative was developed with message match in mind, ensuring visual and copy consistency between the ad and the landing page experience. Multiple variations were produced to support testing across audience segments and placements.
Homepage and case study CRO
Based on my findings in VWO plus my knowledge of the IDPR's unique selling points, I made targeted copy and design changes to the homepage to better communicate the firm's value proposition, and redesigned the case study section to surface proof of results more effectively. These changes directly contributed to the increase in case study traffic and supported the broader conversion improvement across the site.
The work focused where it would have the most measurable impact: the paid funnel. Landing pages were rebuilt around outcomes rather than process, display ads were designed for message match and click quality, and targeted changes to the homepage and case study section strengthened the overall conversion environment. For a B2B service business where a single client relationship can be worth significant revenue, even a modest lift in conversion rate has outsized commercial impact.
Results:
23% increase in traffic to case studies | 450% conversion increase across all landing pages
Following the campaign work, traffic to Interdependence's case study pages increased by 23%, reflecting stronger engagement with the firm's proof of work. Landing page conversion rates increased by 450% overall, a direct result of cleaner messaging, reduced friction in the lead flow, and ad creative built for message match with the landing page experience.
The Unbounce results above reflect months of ongoing A/B testing and iterative copy refinement, not just a single experiment. After many rounds of headline and subhead testing, the current challenger variant, "Strategic PR That Guarantees Results" with an AI-powered PR experts subhead, is converting at 12.14%, a 71% lift over the existing champion, with 96.16% statistical confidence. Each test built on the learnings of the last, compounding gains over time to push conversion rates well beyond what any single redesign could achieve.
