Human Risk
Demand capture · paid search pilot
Defined risk category captured in two weeks. 85.7% landing-page conversion rate on a focused demand-capture motion.
The engine as sources, processors, sinks.
Each node is something this engagement actually did. Signal in on the left (sources feeding processors, processors producing sinks), outcome on the right.
What we walked into.
Human Risk is an Australian psychosocial-risk SaaS targeting SMB buyers self-serving compliance against ISO 45003, a category with clear and growing search demand, and no structured capture infrastructure built around it. The engagement was a focused pilot: test whether the DIY risk-assessment offer converts efficiently against paid search before building toward a broader campaign.
The shipped work.
Deploy a focused paid-search motion around the defined risk category. Build a tight landing page in Webflow: one audience, one promise, one form.
Wire form capture into HubSpot. Measure through GA4. Keep the surface area narrow enough to produce readable signal within two weeks, then hand off to sales.
What it produced.
389 conversions · 5.64% CTR · $3.13 CPA · 85.7% landing-page conversion rate. Two-week pilot.
The honest read.
Category specificity carried the conversion rate. A defined risk category gave the search and landing copy something concrete to anchor on. The message matched the intent, and the conversion rate followed.
Two-week window forced focus. One audience, one promise, one form, nothing to optimise against the wrong signal. The constraint is what made the pilot readable.
Full retrospective available on request. Book a discovery call.
The tools wired into this engine.
Vendor list reads flat. The configuration is what makes it operate.
Want one of these for your engine?
Each of these started as a single audit or a scoped setup sprint, not a blank retainer. Book a call and we will map the smallest useful step.