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Problem: Website traffic but no inquiries

In web marketing for welfare services (Type B employment support), a very common problem was that "advertising attracted website traffic, but no visits or inquiries were generated."

Analysis of the cause revealed that existing pages emphasized only "explanations of the system" and "workplace rules," failing to lower the psychological barrier for job seekers who were feeling anxious.

Solution: Building a specialized landing page that maximizes empathy and reassurance

I designed a dedicated landing page to thoroughly eliminate job seekers' anxieties, serving as the landing page for listing ads.

1. A reverse-engineered approach starting from "what can be done": The content structure minimizes technical jargon and anticipates and answers the most important questions job seekers have, such as "what kind of work is available?" and "can I attend at my own pace?"

2. 【Smartphone-First Sticky UI】: Assuming that the majority of the target audience will be viewing on smartphones, a sticky UI was implemented that allows users to easily press the "LINE consultation" or "phone" buttons with a single thumb.

3. 【Warm & Trustworthy Design】: To dispel the image of a "cold welfare facility," a friendly design was adopted using ample white space, soft color schemes, and intuitive illustrations.

Results: Dramatic improvement in CPA and stable customer acquisition

By changing the landing page from listing ads to this specialized LP, the bounce rate decreased significantly, and the inquiry rate (conversion) improved dramatically.

This prevented wasted advertising costs and created a system that reliably conveys the appeal of the facility to those who need it.

【Summary】