Landing pages designed
to perform.

Finchpage is a specialist design practice using evidence based methods to build high-converting landing pages. Every engagement is structured around a single, measurable conversion objective.

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44+
Engagements since 2022
5
Stage engagement process
12
Sectors served
~4
Engagements per quarter

Focus

The studio offers one service: the structural design of pages built to convert. Engagements are scoped around a single, measurable objective.

Discipline
Finchpage does not offer brand identity, marketing websites, ongoing retainers, or general creative direction.

Engagements are scoped, scheduled, and delivered against a defined conversion objective, typically a signup, a qualified lead, or a program application. Work is conducted remotely with a small number of clients per quarter.

Engagements are short, structured, and measured. The studio does not pursue work where a measurable conversion objective cannot be defined in advance.

Selected Engagements

Engagements selected for clarity of objective and directional outcome.

Client names withheld under standard confidentiality practice.

SaaS Trial Acquisition

Self-serve software
Trial activation

Improve trial sign-up conversion from paid search traffic on a page receiving approximately 18,000 monthly visits, for a product with contract values in the low five figures annually. Existing sign-ups were not reaching the product's activation event within the 14-day trial window.

Rebuilt above-fold value communication around the activation event rather than the sign-up event. Added a comparison architecture addressing three named competitors with side-by-side feature and pricing alignment. Rebuilt the proof section around three customer outcomes, each anchored to a verifiable operational metric. Condensed the sign-up form from nine fields to four, removing non-essential qualification steps from the initial conversion path.

Outcome: Directional improvement in trial-to-activation conversion. Reduction in cost per qualified trial observed within 30 days post-launch.

Financial Advisory Lead Generation

Financial advisory
Consultation requests

Increase qualified inbound consultation requests from organic search traffic, where existing inquiries rarely met the firm's minimum asset threshold for engagement.

Reframed the page positioning around a specific client profile (businesses with established revenue pursuing structured exit planning) rather than the firm's general service categories. Rebuilt the proof architecture around assets under advisement and average client engagement tenure. Restructured the consultation request form to pre-qualify on three criteria: revenue range, timeline, and current advisory relationship. Replaced the calendar widget with a written intake form preceding scheduling.

Outcome: Directional increase in qualified inbound leads meeting the firm's engagement threshold. Reduction in consultation requests that did not meet minimum criteria.

Cohort Program Application

Cohort-based program
Application completion

Improve application completion for a $14,000 cohort program, where qualified applicants were abandoning at the call-scheduling stage and scheduled calls carried a no-show rate exceeding 35%.

Restructured the page narrative to surface the program's selection criteria (cohort composition, time commitment, and prerequisite experience) before the call-to-action. Replaced the calendar widget with a brief written application preceding scheduling, requiring three short-form responses. Revised the call confirmation sequence to include a written summary of program expectations, reducing ambiguity about the call's purpose.

Outcome: Directional improvement in completed applications. Measurable reduction in call no-show rate.

Developer Tooling Conversion

Developer tooling
Trial-to-paid

Convert documentation traffic to a self-serve paid tier, on a page receiving approximately 25,000 monthly visits, for a product scaling into five-figure annual contracts at its higher usage tiers. Existing trial sign-ups were not converting to paid within the 21-day trial window.

Rebuilt the page around three named use cases, each accompanied by code samples and implementation context rather than feature descriptions. Added a transparent pricing architecture with usage thresholds and a clear boundary between free and paid tiers. Moved the trial sign-up below the technical proof sections (architecture diagrams and integration examples) to filter for evaluators with implementation intent. Removed the feature comparison table, which was producing evaluation without commitment.

Outcome: Directional improvement in trial-to-paid conversion. Intended reduction in total trial volume, with corresponding increase in trial quality.

Recruitment Firm Lead Generation

Executive search
Retained inquiries

Increase qualified inbound inquiries for a retained executive search practice, where the firm's minimum engagement size of $80,000 was rarely met by existing inquiries.

Reframed the page around the firm's retained-search methodology rather than its practice areas, positioning the engagement as a structured process with defined stages. Added a proof architecture built around placement tenure (average years retained post-placement) rather than placement count. Restructured the inquiry form to require information about the role's reporting line and budget authority, filtering transactional search inquiries. Introduced a written engagement scope summary before the consultation call.

Outcome: Directional increase in qualified inquiries meeting the firm's minimum engagement size. Reduction in consultations that did not proceed to engagement.

Services

One primary engagement, with structured supporting options.

Landing Page Design Engagement

Full structural design of a single conversion-focused landing page. Includes positioning review, page architecture, copy direction, visual design, and developmental handoff. Scoped against one measurable conversion objective.
From $14,000
5–7 week engagement

Conversion Audit

Structural review of an existing landing page against its stated conversion objective. Delivered as a written report identifying architectural, messaging, and proof gaps with prioritized recommendations. No design work included. If a full Landing Page Design Engagement is booked within 60 days of an audit, the audit fee is credited in full toward the engagement.
From $3,200
10 business days

A/B Variant Design

Design of one or two structured variants of an existing page for controlled testing. Each variant is designed around a specific hypothesis and delivered with annotation for the development team. A Conversion Audit is a prerequisite for pages not originally designed by Finchpage; the prerequisite is waived for pages built through a prior Finchpage engagement. Deployment of a winning variant into production is scoped and quoted separately based on the client's existing site/CMS setup.
From $5,500
3–4 week engagement

Engagement Extension

Post-launch iteration on a page previously delivered by Finchpage, scoped against measured performance data collected since launch. Distinct from A/B Variant Design: an Extension changes the live page based on observed performance, while A/B Variant Design tests a hypothesis without committing to a change. Available only to clients who have completed a full Landing Page Design Engagement within the prior twelve months.
From $4,500
2–3 week engagement

Conversion Consultation

A single 90-minute session for in-house teams preparing to brief a landing page project. Covers objective definition, success metrics, and structural planning. No design work or written deliverable included.
$1,200
Scheduled within 5 days

Process

A sequential process. Each engagement follows the same five stages.

The process is sequential and rigid. Conversion outcomes are produced by structural decisions made in the correct sequence.

Each stage has a defined deliverable, a fixed duration, and a single point of approval. There is no exploration phase, no creative discovery, and no ideation workshop.

1

Brief

Definition of the conversion objective, the audience, the current state of the page or funnel, and the constraints under which the engagement will operate. Conducted by written brief and one 60-minute call.

Week 1: Written brief
2

Audit

Review of existing assets, traffic sources, funnel data, and competitor positioning. Delivered as a written audit identifying the architectural gaps the new page must address. No design work in this stage. Note: This audit stage is bundled into the full Landing Page Design Engagement and is distinct from the standalone Conversion Audit offered as its own service.

Week 1–2: Written audit
3

Architecture

Structural design of the page: section sequence, information hierarchy, proof architecture, and conversion path. Delivered as a written specification with annotated wireframes. Approved before any visual design begins.

Week 2–3: Specification document
4

Design

Visual design execution against the approved architecture. One round of structured revisions on visual treatment only; architecture is fixed at the prior stage. Delivered as production-ready design files.

Week 3–5: Design files
5

Build & Measure

Developmental handoff with annotated specifications and a build review. Post-launch review at 30 days against the stated conversion objective. No ongoing optimization included unless engaged separately.

Week 5–7: Handoff + 30-day review

About

A focused practice, structured around a single discipline.

Finchpage is a conversion design practice founded in 2022 and based in New York. The studio works with a limited number of clients per quarter and accepts engagements only where a measurable conversion objective can be defined.

Brian Guo

Brian Guo leads the studio as Principal. His background is in operations and growth, including direct accountability for revenue results and management of client-facing teams. That foundation shapes how the studio approaches a landing page: as a business problem first, not a design exercise. He is directly involved in every engagement, from strategy through final execution.

Contact

Engagements begin with a brief, written submission.

Submissions are reviewed within three business days. If the engagement appears suited to the studio's practice, a 30-minute consultation is scheduled. There is no obligation on either side following the consultation.

The studio accepts approximately four engagements per quarter and maintains a short waitlist.

Direct scheduling
30-minute consultation

For inquiries that require immediate discussion rather than a written brief. Available Tuesday and Thursday afternoons, Eastern Time.

Open calendar

See our Privacy Policy for how submitted information is handled.

  • Client briefs and files are stored in access-controlled storage and are not shared beyond the engagement team.
  • Finchpage does not request direct access to a client's analytics, CRM, or CMS as standard scope; work is based on data and exports the client provides.
  • A non-disclosure agreement is available on request before a brief is submitted.
  • If AI tools are used internally for research or drafting, they are never given client briefs or materials for training purposes, and client materials are not shared with third-party AI tools beyond what's needed to complete the engagement.