Conversion Rate Optimization & WordPress Landing Page Manager

At FirmPilot, we're redefining how law firms grow through AI powered marketing. We combine cutting edge technology with world class digital marketing to help law firms generate more qualified leads, signed cases, and measurable business growth.

We're looking for an experienced Director/Senior Conversion Rate Optimization (CRO) & WordPress Landing Page Manager to own one of the most important parts of our marketing engine: building landing pages that convert.

Every click matters. Every second of page load matters. Every headline, call to action, and form field matters.

If you're obsessed with turning paid traffic into qualified leads through data driven experimentation, exceptional user experience, and relentless optimization, we'd love to meet you.

Design, build, launch, and continuously optimize high performing WordPress landing pages that support our Google Ads strategy, and work with our product team to automate and improve the effectiveness using AI.

Develop scalable landing page experiences across multiple legal practice areas while maintaining exceptional user experience and conversion performance.

Partner closely with our Paid Media team to improve Google Ads Quality Score by optimizing:

• Landing Page Experience
• Ad Relevance
• Expected Click Through Rate

Your work will directly impact campaign performance, cost per click, and lead generation.

Continuously improve every stage of the user journey by optimizing:

• Headlines
• Value propositions
• Calls to action
• Forms
• Mobile experience
• Trust signals
• Social proof
• Conversion paths

Success is measured by generating more qualified leads while lowering acquisition costs.

Develop and execute ongoing A/B testing initiatives across landing pages and conversion funnels.

You'll create hypotheses, launch experiments, analyze results, and implement winning strategies backed by data.

Create persuasive landing page copy that aligns with search intent and motivates users to take action.

You'll write and optimize:

• Headlines
• Supporting copy
• Benefit statements
• Calls to action
• Microcopy
• Conversion messaging

Own the reporting behind landing page performance.

Monitor and improve:

• Conversion Rate
• Cost Per Lead
• Qualified Lead Rate
• Google Ads Quality Score
• Landing Page Experience
• Core Web Vitals
• Cost Per Signed Case

You understand that meaningful business metrics matter more than vanity metrics.

Use AI as a force multiplier throughout your workflow.

Examples include:

• Copy creation
• Landing page development
• Competitor analysis
• CRO audits
• Voice of Customer research
• A/B testing ideas
• Workflow automation

We're looking for someone who already uses tools like Claude and ChatGPT to work smarter while maintaining exceptional quality.

• 5+ years of experience in Conversion Rate Optimization, landing page optimization, or performance marketing.
• Expert level experience building and optimizing WordPress landing pages.
• Strong understanding of Google Ads Quality Score and how landing pages influence campaign performance.
• Experience improving conversion rates through structured experimentation and A/B testing.
• Strong copywriting skills with a focus on lead generation.
• Experience using Google Analytics 4 and Google Tag Manager.
• Experience with Microsoft Clarity, Hotjar, or similar behavior analytics platforms.
• Strong understanding of Core Web Vitals, mobile optimization, and page speed best practices.
• Experience using modern WordPress page builders such as Elementor, Bricks, or Gutenberg.
• Comfortable working with developers, designers, and paid media specialists.
• Authorized to work in the United States.

• Experience working with law firms or legal marketing.
• Experience supporting other high value lead generation industries including healthcare, dental, financial services, or home services.
• Experience with CallRail, CallTrackingMetrics, or WhatConverts.
• Experience with VWO, Optimizely, Convert, or other experimentation platforms.
• Experience using Claude as part of your daily workflow.
• Familiarity with offline conversion tracking and advanced Google Ads optimization.

Within your first year, you'll:

• Increase landing page conversion rates across our paid search campaigns.
• Improve Google Ads Landing Page Experience and overall Quality Scores.
• Reduce cost per lead while increasing lead quality.
• Build scalable landing page frameworks supporting multiple legal practice areas.
• Establish a repeatable experimentation process that continually improves marketing performance.
• Become the internal subject matter expert for conversion optimization.

We're looking for proven results, not buzzwords.

Please include:

• Your resume or LinkedIn profile.
• A portfolio showcasing landing pages you've built and optimized.
• Two to three case studies highlighting measurable improvements in conversion rates, cost per lead, Quality Score, or overall campaign performance.
• A brief overview of how you incorporate AI tools, including Claude or ChatGPT, into your CRO, copywriting, or landing page workflow.

Candidates with demonstrated success improving conversion performance in highly competitive paid search environments will receive priority consideration.

Pursuant to applicable pay transparency laws, the Company reasonably expects the salary range for this position to be $100,000 to $135,000 annually.

In addition to base salary and commission, FirmPilot offers:

• 100% premium cost for employee: health, dental, and vision coverage
• Discretionary paid time off
• 11 holidays observed, and 2 floating holidays
• Fully remote work environment