Case study: B2B expert network

What we delivered

Fix the pages first, then send traffic to them

01Conversion rate audit

Where visitors drop out.

02Landing page optimisation

Client brief and expert sign-up pages.

03LinkedIn client campaign

Winning project briefs.

04LinkedIn expert campaign

Recruiting specialists.

01 · Conversion rate audit

Finding where visitors drop out

We followed both sign-up journeys, from first visit to form.

Journey and behaviour analysis
Drop-off points on key pages
Fixes ranked by impact and effort

Illustrative example

How the audit is structured

1JourneysRoutes to each form

2BehaviourScrolls, clicks, exits

3Drop-offWhere people give up

4PrioritiesImpact vs effort

Example fixImpactEffort

Match page headline to the ad

Show process and proof before the form

Cut form fields to the essentials

02 · Landing page optimisation

Two pages, each with one job

One page for client briefs, one for expert sign-ups.

Headline that matches the ad
Process and proof near the top
Client brief form: five fields or fewer
Expert form higher, testimonials beside it

Illustrative example

Simplified wireframes

Client brief page

Headline matching the ad

Four-step process

Proof points

Brief formFive fields or fewer

Services and FAQs

Expert sign-up page

Clear offer to experts

Sign-up formNear the top

TestimonialsBeside the form

What joining involves

FAQs

03 · Two-sided LinkedIn campaigns

One campaign for each side

Strategy, audiences and creative for two campaigns, each sending traffic to its improved page.

Illustrative example

Campaign structure

Client enquiry campaign

Awareness

ConsiderationRetarget with proof

ConversionLead form or website

DestinationClient brief page

Set up to measure: cost per qualified enquiry

Expert recruitment campaign

Always-on recruitment

RetargetingUnfinished sign-ups

Sector burstsIndustries with live briefs

DestinationExpert sign-up page

Set up to measure: cost per completed expert profile

Segment	Job titles	Company type	Seniority
Client enquiry campaign
Consulting	Consultants, engagement managers, principals	Strategy consulting firms	Entry to director
Private equity & VC	Associates, VPs, due diligence leads	PE, VC, investment managers	Associate to partner
Corporate strategy	Strategy, corporate development, M&A	Large companies	Manager to VP
Financial services	Research analysts	Banks, asset managers	Analyst to director
Expert recruitment campaign
Senior operators	Directors, VPs, heads of function	Priority sectors	Director+
Former executives	Recently left senior roles	Priority sectors	Senior
Independent consultants	Advisers, non-executive directors	Self-employed, boards	Senior

04 · Ad creative

Creative for each stage, on both sides

Copy and visuals for every format. Shown recoloured, with client branding removed.

Carousel card showing the four steps from brief to expert call — **Client · carousel card**

Expert recruitment ad: Share what you know. Get paid for it. — **Expert · recruitment**

Lead form ad inviting client teams to send a brief — **Client · lead form**

Sector burst ad looking for retail and supply chain experts — **Expert · sector burst**

Illustrative example Retargeting ad asking experts to finish their profile

Expert · retargeting

How we helped a B2B expert network win clients and experts on both sides of its marketplace

Fix the pages first, then send traffic to them

Finding where visitors drop out

Two pages, each with one job

One campaign for each side

Client enquiry campaign

Expert recruitment campaign

Creative for each stage, on both sides

Want more of the right people to convert? Book an audit