Northline Labs.
- Industry
- B2B Services
- Technology
- Webflow
- Released
- —
- Timeline
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Challenge
A B2B services company with a credible offer and an expensive problem: demo requests trickled in, sales spent time on poor-fit calls, and customer acquisition cost made scaling paid channels look impossible.
Solution
We designed a funnel on Webflow with dedicated landing pages per audience and offer, qualification built into the booking flow, and Google Ads restructured around the search terms buyers actually use. Tracking connected ad spend to booked demos, not form fills.
Impact
Demo requests grew 54%, close rate improved 18% as lead quality rose, and customer acquisition cost dropped 31% — paid acquisition went from questionable to clearly worth scaling.
Results
+54% Demo Requests
+18% Close Rate
-31% CAC
Overview
Northline Labs didn't have a traffic problem or a product problem — it had a funnel problem. Visitors arrived, skimmed a generic site, and left without a reason to book a call.
We rebuilt the path to a demo as a system: landing pages that speak to one audience each, a booking flow that qualifies while it converts, and campaign structure that spends against buying intent rather than broad keywords.
Better-fit leads changed the economics end to end — more demos booked, more of them closing, and a 31% lower cost to acquire each customer.
Services