Dialpad.com Landing Page

Dialpad.com is a VOIP system for small businesses that offers (among other things) AI-powered transcripts of every call, intelligent call routing, and easy set up. It also integrates with a ton of technologies.

This landing page, which I arrived at by clicking on this ad, is an example of good, focused landing page design architected to help paid visitors convert or bounce.

In order to bolster the probability of conversion, the page starts with a bold headline that describes a clear value proposition: “Work from anywhere” that is particularly relevant during these Covid-19 remote working times.

The TrustPilot review section below reinforces that the service is highly-rated, while the leader sentence extends the headline. Two clear calls to action “Free Trial” or “Talk to an Expert” as well as a “Call to Action” button in the top of the page provide 3 clear possibilities for conversion based on where a prospect is in the buying process.

Scrolling down, they offer an abridged version of features with less decorated links to “learn more.” It’s clear they don’t really want you to click on to learn more because the feature boxes are designed for skimmability and one’s eye barely registers “Learn More” unless they stop to read.

This isn’t problematic because the goal is conversion.

In fact, one could argue that it’s helpful because for the prospect who is really at the top of the funnel and clicked on a whim, they can, in fact, learn more (if they want to). I’m also willing to be that anyone who comes to this page is tagged with a remarketing cookie.

Beyond the features are impressive logos and a testimonial with a custom picture designed to showcase that they’re legit and vouched for. The testimonial actually includes a video popup that you can watch – if you want to.

Finally, the page hammers home that they rock at integrations and are affordable for businesses of all sizes. Bold buttons prompt a qualified prospect to get started with little to no risk (14 day free trial).

The final graphic reiterates the trial call to action. If, at this point, one doesn’t convert, their analytics will clearly reflect this. But, for prospects that are likely to convert, the page gives ample opportunity and enough nudges to move someone to the next step of the process.