The brief:

Increase prospects and sales by replacing the call us now call to action with something more helpful and engaging.

The process:

I took part in a workshop to explore a range of options for the new call to action. The winning idea was a quote tool – something that lets people get a price online by answering a handful of quick questions.

That was easier in theory than in practice. Probate is a complicated beast, and there are lots of nuances that can affect the cost. I worked with a product designer, solicitor and salesperson to figure out the different paths people may take through the quote flow.

Then, after stripping away anything that wasn't absolutely necessary, I crafted the copy to make it all really simple and easy to follow.

The results:

1. The quote tool delivered 50% more prospects than the phone number on PPC landing pages.

2. There was very little drop-off through the flow, with 90% of people getting to the end.

3. 50% of people entered their details to see their quote, compared to an average of 20% for this kind of form.