Pulling Paint: Conversion Landing Pages

Landing pages built around SEO research and audience targeting to convert visitors into leads.

Project Overview

As Director of Growth Marketing for Pulling Paint—a Los Angeles-based mural and signage company—I created three landing pages targeting prospects at different stages: just browsing, actively researching, and ready to buy.

I started with SEO keyword research to understand how people search for mural services, then built each page to match what they needed at that specific stage.

  • Duration: March 2025 - September 2025
  • Role: Director of Growth Marketing
  • Deliverables: SEO Strategy, Three Segmented Landing Pages, Lead Magnet Development

SEO Keyword Research

Before designing any landing page content, I conducted comprehensive keyword research to understand how prospects search for mural and signage services. This research revealed critical insights about user intent patterns—from early-stage exploratory queries to high-intent commercial searches.

Research Methodology: I analyzed over 75 keyword variations across multiple categories:

Primary Keywords

Core service terms ("mural company," "wall murals," "signage company")

Industry-Specific Keywords

Sector-focused searches ("retail wall murals," "office sign company," "warehouse signage")

Technical Keywords

Service-specific terms ("hand painted murals," "custom wall murals," "large wall murals")

Business/ROI Keywords

Value-driven searches ("visual branding," "custom mural installation Los Angeles")

Long-Tail Keywords

Lower competition, higher intent phrases ("wall mural ideas for stores," "custom murals for retail spaces")

Each Keyword Was Evaluated For:

Search Volume - Monthly search frequency to prioritize high-traffic opportunities

Keyword Difficulty (KD) - Competition level to identify achievable ranking targets

Search Intent - User motivation (Informational, Commercial, Transactional, Navigational)

Strategic Insights

The research revealed several key opportunities:

High-volume, moderate difficulty terms like "office sign company" (1,000 searches/month, KD 66) and "mural painting" (3,600 searches/month, KD 34) offered strong ranking potential

Geographic modifiers significantly reduced competition while maintaining qualified traffic ("murals in los angeles" vs. generic "murals")

Industry-specific long-tail keywords like "wall mural ideas for restaurants" and "retail shops wall murals" indicated prospects already in evaluation mode

Search intent patterns showed a clear progression from informational queries ("mural ideas for wall") to transactional searches ("custom office murals los angeles")

View Complete SEO Keyword Research

Landing Page Strategy

Lead Magnet Foundation

I centered the landing pages around a white paper developed—The Retail Owner's Guide to Increasing Sales with Murals. This gave prospects something valuable while positioning Pulling Paint as experts.

Three Different Pages for Three Different Mindsets

Instead of making everyone go through the same generic landing page, I built three versions—each one designed for where someone actually is in their decision process.

Low-Interest Landing Page

Target Audience: First-time visitors and early-stage researchers exploring mural possibilities

Strategic Focus:

- Visual impact through striking before/after transformation imagery

- Eduthe cational content about business benefits of custom murals

- Simple, low-friction email signup for white paper access

- Statistics highlighting increased foot traffic and customer engagement

- Keyword integration: "mural ideas for wall," "wall mural ideas for stores," "large wall murals"

- Soft conversion ask to reduce barrier to entry

View Low Interest Desktop

Low Interest - Mobile

View Low Interest Mobile

Moderate-Interest Landing Page

Target Audience: Active researchers who have shown initial engagement and are evaluating options

Strategic Focus:

- Detailed case studies demonstrating measurable business results

- Four-step process explanation addressing common prospect questions

- Multiple consultation CTAs positioned throughout the page

- Industry-specific portfolio examples (retail, hospitality, corporate spaces)

- Keyword integration: "custom wall murals," "mural painting," "commercial signage company"

- Social proof through client testimonials and project diversity

View Moderate Interest Desktop

Moderate Interest - Mobile

View Moderate Interest - Mobile

High-Interest Landing Page

Target Audience: Ready-to-buy prospects who just need final details to make a decision

What I focused on:

  • Fast-tracked scheduling and early adopter perks
  • Clear production timelines and what sets Pulling Paint apart
  • Technical expertise (custom paint formulations, installation process)
  • Prominent booking form to make it easy to move forward
  • Keywords: "custom mural installation Los Angeles," "office sign company," "signage company in Los Angeles"
  • Removed anything that might slow them down

I built two versions of each page—one optimized for search keywords, one more natural—so we could test what worked better

View High Interest Desktop

High Interest - Mobile

View High Interest Mobile

Results & Impact

The landing pages delivered measurable improvements:

  • 12% increase in qualified leads from targeted messaging for each buyer stage
  • 15% better search visibility through strategic keyword integration
  • Created a repeatable framework for future landing pages and campaigns
  • Built an SEO foundation that shaped the broader marketing strategy

Beyond the numbers, this project proved that matching content to where someone is in their decision process actually works—and it's a system that can scale to other campaigns.

How I Approached It

Phase 1: Research & Strategy (Weeks 1-2)

  • Researched 75+ keywords to understand how people search for mural services
  • Analyzed what people were actually looking for at different stages
  • Identified opportunities for each buyer type
  • Got alignment on the approach

Phase 2: Content Development (Weeks 3-4)

  • Turned an existing white paper into a polished lead magnet
  • Wrote different messaging for each interest level
  • Created two versions of each page (keyword-heavy vs. natural)
  • Made sure keywords fit naturally into the copy

Phase 3: Design & Refinement (Weeks 5-6)

  • Designed layouts that guided people toward conversion
  • Positioned CTAs based on what made sense for each audience
  • Made sure the most important stuff stood out visually
  • Went through multiple feedback rounds with Will on copy, layout, and forms

Phase 4: Prep for Launch

  • Set up A/B testing framework for the different page versions
  • Built tracking to measure performance
  • Prepped everything for the developers
  • Documented recommendations for ongoing optimization

What I Learned

Start with research, not assumptions
The keyword research told me exactly what people were searching for and why. That made it easy to prioritize what mattered and write copy that actually matched what prospects needed.

Different stages need different content
Someone just browsing needs different information than someone ready to buy. Creating three separate experiences instead of one generic page made a real difference in relevance and results.

Keywords should feel natural, not forced
The real challenge wasn't finding the right keywords—it was making them fit naturally into copy that actually helps people. Testing keyword-heavy vs. natural versions let me optimize for search without making the pages feel robotic.

Good work needs collaboration
Working closely with Will through multiple rounds of feedback made sure the pages sounded like Pulling Paint while still following conversion best practices. That back-and-forth is what made them work.

Project Management

Coordinated project phases with clear milestones

Collaborated with stakeholders through feedback rounds

Documented strategy and optimization recommendations

Prepared assets for developer handoff

Project Deliverables

  • Strategic Foundation

    • SEO keyword research (75+ terms)
    • Keyword categorization by intent and difficulty
    • Content optimization recommendations

  • Landing Page System

    • Three landing pages (low/moderate/high interest)
    • Two versions of each (keyword-optimized and natural)
    • Lead magnet: "Retail Owner's Guide to Increasing Sales with Murals"
    • Conversion-focused copy and CTA strategy

  • Optimization Framework

    • A/B testing plan for keyword approaches
    • Performance tracking recommendations
    • Mobile optimization guidelines

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