ecoFINISH Coatings

Strategy

ecoFINISH Coatings had an existing “Become a Dealer” page, but the experience wasn’t doing justice to the opportunity it represented. Prospective dealers landing on the page weren’t converting at the rate the business deserved — the page lacked a clear sense of direction, urgency, and trust.

Our first step was a thorough audit of the page’s structure and content hierarchy. We identified the core problem: key information was buried, there was no clear path forward for a visitor who was ready to take action, and the page offered little to build confidence in the brand or the dealer program. In short, the layout was working against conversions.

From there, we restructured the page hierarchy to guide visitors through a logical, persuasive flow — leading with the value proposition, supporting it with social proof, and making the next step unmistakably clear. We introduced prominent CTA buttons at strategic points throughout the page so that a motivated visitor would never have to scroll far to find a way to act.

To address the trust gap, we incorporated dealer testimonials that speak directly to the experience of joining the ecoFINISH network — letting real voices carry the message in a way no marketing copy can replicate. We also embedded a supporting video to bring the product and the dealer opportunity to life, giving prospects a richer sense of what they were signing up for before they ever submitted a form.

Results

The page rework delivered exactly what it set out to do. By reshaping the experience around the visitor’s decision-making journey — clear hierarchy, strong social proof, embedded video, and well-placed CTAs — the “Become a Dealer” page saw a significant lift in conversion rate.

The changes addressed every friction point that was holding prospective dealers back. Here’s what moved the needle:

• Restructured hierarchy ensured visitors immediately understood the dealer value proposition without having to dig for it.
• Strategic CTA placement removed the friction between intent and action, giving ready-to-convert visitors a clear path at every scroll point.
• Dealer testimonials built credibility and trust, letting the voices of existing partners answer the hesitations of prospects.
• Supporting video gave the page depth and personality, increasing time-on-page and reinforcing confidence in the product and program.

The result was a conversion rate increase that directly translates to more qualified dealer inquiries and a stronger pipeline for ecoFINISH Coatings going forward.