---
title: Aviary Website Conversion Audit
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-06-sebastian-adava-care-aviary-112230449.md
tags:
- aviary
- website
- conversion-audit
- landing-pages
- cta
- webflow
- fintech
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Aviary Website Conversion Audit

## Overview

This article tracks the website conversion audit for [[clients/aviary/_index|Aviary]], 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 [[clients/aviary/hubspot-audit|HubSpot Audit]])

### 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 [[clients/aviary/hubspot-audit|HubSpot Audit & Architecture]]
4. **Feed findings into content strategy** — the audit will surface messaging gaps that inform the broader [[clients/aviary/content-strategy|Aviary Content Strategy]]

---

## Related

- [[clients/aviary/_index|Aviary Client Overview]]
- [[clients/aviary/hubspot-audit|HubSpot Audit & Architecture]]
- [[clients/aviary/competitive-analysis|Aviary Competitive Analysis]]
- [[meetings/2026-04-05-aviary-onboarding-adava-care-debrief|Aviary Onboarding & Adava Care Debrief]]