Services
Web Design & Development
Timeline
February 2025 to present
Snapshot
4: lead-capture pages shipped
2: platforms wired into one flow
1: managed ecosystem instead of two disconnected tools
The challenge
A purpose-driven executive search practice was publishing consistently but had no reliable path from content to captured lead. Its blog and its CRM were effectively two separate systems.
What I did
Own the WordPress and HubSpot ecosystem end to end so the blog, the landing pages and the lead-gen data flow behave as one funnel rather than three disconnected tools.
The work
Four conversion surfaces built across both platforms: the Max Hansen practitioner site, a Role Visioning landing page, an Interview Guide lead-capture campaign, and a funnel optimization pass on the Hiring On Purpose offer. Each page carries a single argument and a single next step.
Stack: WordPress, HubSpot CMS, landing page design, SEO
The result
Surfaces: 4 lead-capture pages: Max Hansen, Role Visioning, Interview Guide, Hiring On Purpose
Flow: blog-to-lead-gen data flow live across WordPress and HubSpot
Ownership: 1 managed ecosystem instead of 2 disconnected platforms
Content only compounds when the capture path is wired to it. The win was not a prettier page, it was making the blog and the CRM behave like one system.
Industry context
The median landing page converts at 6.6 percent across 41,000 pages, and 6.1 percent in commercial and professional services, with 10 percent counted as good (Unbounce Conversion Benchmark Report, 2025). Average email click rate is 2.3 percent all-industry and 2.21 percent in B2B services, with automated flow emails at 5.58 percent (HubSpot, 2025; Klaviyo, 2026). This funnel measured 17.7 percent, and its delivery email 42.86 percent click.
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