Aviary Website Conversion Audit

Overview

This article tracks the website conversion audit for ^[1], assigned to Sebastian as part of the accelerated Week 1 marketing plan. The audit covers the current state of CTAs, forms, and conversion points on the Aviary Webflow site, and feeds directly into the Week 2 landing page development work.

The core hypothesis going in: the site is almost certainly not set up to convert. The content is generic, outbound AI value is not clearly articulated, and there is only one form present in Webflow.

Current Site State (Pre-Audit Observations)

From the onboarding session and initial Webflow access review:

• Platform: Webflow (admin access confirmed via team@ email invite)
• Pages: Limited — a handful of core pages, Use Case pages, and Case Study pages
• Forms: Only one form exists in the entire Webflow site
• Blog/Resources: Sparse content; most posts are generic AI topics, not specific to outbound calling for financial institutions
• Case Studies: At least one published (a credit union hurricane relief campaign — 55,000 outbound calls); more may exist behind a filter
• SEO: Meta tags and descriptions need audit; Eshak has been assigned to run through page-level SEO settings in Webflow (Pages → Settings → Title Tag / Meta Description)

Conversion Audit Checklist

When conducting the audit, evaluate the following:

CTAs

• [ ] Identify every CTA on the site (buttons, links, inline prompts)
• [ ] Note placement: above the fold, mid-page, footer
• [ ] Assess clarity: does the CTA communicate what happens next?
• [ ] Check whether CTAs are tied to a conversion goal (demo request, contact, download)

Forms

• [ ] Locate the single existing form — what page is it on? What does it ask for?
• [ ] Assess form friction: number of fields, required vs. optional
• [ ] Determine if form submissions flow into HubSpot (pending HubSpot access — see ^[2])

Landing Pages

• [ ] Does a dedicated landing page exist for the core use case (outbound AI for community banks / credit unions)?
• [ ] Is there a page targeting each ICP segment separately?
• [ ] Are there any paid traffic destination pages?

Messaging & Value Proposition

• [ ] Does the homepage clearly explain outbound AI (vs. generic AI)?
• [ ] Is the financial institution ICP (community banks, credit unions) explicitly called out?
• [ ] Are proof points (call volume stats, case studies) surfaced near conversion points?

Key Gaps Identified (Preliminary)

Based on the onboarding discussion:

1. No outbound-specific content: The site has content about AI broadly but virtually nothing explaining why outbound calling is valuable for financial institutions or why Aviary is the right choice.
2. Single form, unclear placement: One form across the entire site is a significant conversion bottleneck.
3. Case studies underutilized: The hurricane relief campaign (55,000 calls) is a strong proof point but may not be prominently linked from conversion paths.
4. Generic blog content: Resources section does not support the buyer journey for a community bank evaluating outbound AI vendors.

Recommended Next Steps

1. Complete the full conversion audit using the checklist above; document findings with screenshots.
2. Propose a landing page targeting the primary ICP (community banks and credit unions evaluating outbound AI), with:
   - A clear, specific headline addressing the outbound use case
   - Social proof (case study stats, credit union service organization backing)
   - A single, low-friction CTA (e.g., "Book a Demo")
   - Form connected to HubSpot pipeline
3. Coordinate with Mark on HubSpot form integration once access is granted — see ^[3]
4. Feed findings into content strategy — the audit will surface messaging gaps that inform the broader ^[4]

Related

• ^[5]
• ^[3]
• ^[6]
• ^[7]