Role Description 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. 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. What You'll Do - Own Landing Page Performance and the recipe of our AI creates and Optimizes Landing Pages. - 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. - Drive Google Ads Quality Score by optimizing: - Landing Page Experience - Ad Relevance - Expected Click Through Rate - 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 - Develop and execute ongoing A/B testing initiatives across landing pages and conversion funnels. - Create persuasive landing page copy that aligns with search intent and motivates users to take action. - Own the reporting behind landing page performance, monitoring and improving: - Conversion Rate - Cost Per Lead - Qualified Lead Rate - Google Ads Quality Score - Landing Page Experience - Core Web Vitals - Cost Per Signed Case - Use AI as a force multiplier throughout your workflow, including: - Copy creation - Landing page development - Competitor analysis - CRO audits - Voice of Customer research - A/B testing ideas - Workflow automation Qualifications - 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. Preferred Qualifications - 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. What Success Looks Like - 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. Benefits - 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 How to Apply 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.

• Own and continuously evolve the roadmap for AI-driven enablement initiatives, prioritizing based on field impact, feasibility, and alignment with broader Enterprise AI team and strategy. • Identify, scope, and execute on high-value AI use cases for the field (e.g., deal support, prospecting, content generation, guided selling, skills, change management), working with stakeholders to define success criteria and measure impact. • Build relationships with champions in the field organization to activate power-usage and drive peer-led adoption; track this adoption with our AI Ops Specialist and Enablement Analyst. • Design and drive the operational plan that turns AI pilots into scaled, repeatable processes, coordinating across enablement, ops, and technical teams to remove execution bottlenecks. • Influence and lead governance standards for AI tool adoption in the field, including data usage, risk review, tool vetting, and alignment with company-wide AI policy.

• Handle Business Development for a Clinical Trial technology data collection and analytics unified platform • Call on the C Suite, clinical development, clinical operations, and clinical outsourcing at large pharmaceutical and biotech companies • Manage a territory that includes several named large pharmaceutical accounts and companies • Other duties as assigned

• Own the CRO strategy for blog and tutorials — identify the biggest conversion opportunities, maintain a prioritised hypothesis backlog, and set quarterly OKRs • Design and implement UX improvements: layouts, CTAs, page structure, and copy direction for conversion elements • Set up and run A/B and multivariate tests with pre-defined hypotheses and kill criteria • Analyse test results to statistical significance and document every finding - win, loss, or inconclusive • Ensure winning tests get rolled out; don't let them sit in staging • Align with the Head of Content on roadmap, brand voice, and conversion trends