Wagepoint

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Landing Page

Industry:

Lead Generation

FinTech / Payroll SaaS

Year:

2023

Project Description

Wagepoint is a CRA-compliant payroll platform used by 30,000+ Canadian businesses to run payroll without the compliance headache. The landing page's job is narrow but high-stakes: convert a skeptical SMB owner into a demo request before they scroll past the hero.

The challenge: payroll is a trust purchase, not an impulse one. A business owner needs to believe the software is compliant, secure, and built for Canada specifically before they'll hand over their company's payroll data. The page had to sell reassurance as much as it sold features.

Problem

I audited the existing page and found four things quietly working against conversion.

Problem 1

The hero form competed with the pitch.

A six-field form sat directly beside the headline, asking for a decision before the visitor understood what they were saying yes to.

Problem 1

The hero form competed with the pitch.

A six-field form sat directly beside the headline, asking for a decision before the visitor understood what they were saying yes to.

Problem 2

Trust signals were scattered, not stacked.

CRA compliance, uptime, and accreditation badges appeared in different corners of the page instead of building on each other toward one confident claim.

Problem 2

Trust signals were scattered, not stacked.

CRA compliance, uptime, and accreditation badges appeared in different corners of the page instead of building on each other toward one confident claim.

Problem 3

"Canadian" was a label, not a proof point.

The maple leaf emoji did the work a real number or case study should have been doing.

Problem 3

"Canadian" was a label, not a proof point.

The maple leaf emoji did the work a real number or case study should have been doing.

Problem 4

The offer and the product were fighting for attention.

A 50%-off banner and the CRA compliance badge sat at the same visual weight, so visitors couldn't tell what actually mattered.

Problem 4

The offer and the product were fighting for attention.

A 50%-off banner and the CRA compliance badge sat at the same visual weight, so visitors couldn't tell what actually mattered.

Solution

Each problem got a specific fix, not just a visual refresh.

Solution 1

Sequence trust before the ask.

I moved proof (30,000+ businesses, 99.9% uptime, CRA compliance) ahead of the form, so the visitor is convinced before they're asked to commit.

Solution 1

Sequence trust before the ask.

I moved proof (30,000+ businesses, 99.9% uptime, CRA compliance) ahead of the form, so the visitor is convinced before they're asked to commit.

Solution 2

Group every credential into one trust block.

Compliance badges, review scores, and accreditations now sit together as a single scannable strip instead of competing headlines.

Solution 2

Group every credential into one trust block.

Compliance badges, review scores, and accreditations now sit together as a single scannable strip instead of competing headlines.

Solution 3

Replace the flag emoji with real Canadian specificity.

Copy and proof points now reference CRA rules and Canadian payroll edge cases directly, so "built for Canada" is demonstrated, not decorated.

Solution 3

Replace the flag emoji with real Canadian specificity.

Copy and proof points now reference CRA rules and Canadian payroll edge cases directly, so "built for Canada" is demonstrated, not decorated.

Solution 4

Give the offer a supporting role.

The discount banner was restyled as a lightweight top bar, letting the core value proposition stay the visual lead.

Solution 4

Give the offer a supporting role.

The discount banner was restyled as a lightweight top bar, letting the core value proposition stay the visual lead.

Typography & Color System

Typography

Title

Syne

aa Bb

Body Text

Syne

aa Bb

Color System

Final Result

A payroll landing page that leads with proof instead of asking for trust up front — where every credential, number, and word reinforces the same claim: this is the safe, Canadian choice for payroll.

Youth soccer players practicing drills on a green field.

Trusted By

Life behind the desk