Website Case Study
Websites by WCMS, Version 5
Our latest landing page for Websites by WCMS sells a custom website as a monthly subscription, with a short call on offer for anyone not ready to buy.
At a Glance
Version 5 is the latest iteration of our A/B tested Websites by WCMS funnel for trades and local service businesses across the United States and Canada. It presents the offer as a monthly subscription on a warm, light page. Visitors can buy straight away through Stripe checkout or ask for a fifteen-minute call instead, and prices show in U.S. or Canadian dollars depending on where they are.
- Project
- Website
- Sector
- Web design services: monthly website subscription
- Scope
- Single landing page with lead form and Stripe checkout
- Highlights
- Local currency, call requests, plain-view fine print
- Live site
- WebsitesByWCMS.com
The Brief
Version 5 frames a custom website as a monthly subscription. That offer needed to be easy to understand, easy to buy on the spot and just as easy to ask about first.
- Open with the monthly price, so cost is the first thing a business owner reads.
- Spell out everything the subscription includes, from five pages and a domain name to monthly changes.
- Offer two clear paths: buy now through Stripe checkout, or request a short call.
- Make the price feel local, whether the owner is in the United States or Canada.
What We Designed
Georgia, a classic serif, is paired with Inter on a warm off-white background, with a vivid blue for the buttons. The headline is the monthly price itself, with the regular price above it for comparison and a holiday special that locks the rate for the full term, followed by a checklist of inclusions and two links: see what yours looks like, or compare the options.
Navigation is pared back to the logo, a phone number and one button, so nothing competes with the offer. A short form near the top asks only for name, phone and email and promises one call, with no newsletter and no drip. The sections then run through three ways to get a website, everything the monthly price covers, live in seven days, sites we have built, what happens to the leads, the fine print and common questions.
Checkout or a call
Stripe checkout ends on a payment confirmation page, while a call request leads to its own thank-you page.
Prices in local currency
The page detects where a visitor is and displays prices in U.S. or Canadian dollars to match.
Fine print, upfront
A section titled The bits people usually hide lays those details out in plain view.
After-hours answering
Optional after-hours phone answering is offered alongside a single place to collect the leads a site brings in.
How We Achieved It
Version 5 is built around two endings. A visitor who is ready pays through an integrated Stripe checkout and finishes on a payment confirmation page; one who wants to talk first requests a call and lands on a dedicated call thank-you page. Anyone who simply has a question can use the lead form near the top, which has spam protection and promises we will have looked at their current site before we call.
Location detection decides whether prices appear in U.S. or Canadian dollars, so owners on both sides of the border see a figure that makes sense to them. A comparison of three ways to get a website, a four-step path to launch and examples such as Terreno Developments, Coastal Christmas and Afternoon Workout build the case, and the page closes on an invitation to a fifteen-minute call.
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