Before I joined HeroGuest, landing pages were barely used. Communication was generic, product launches had no web support, and there was no strategy behind content segmentation or lead capture.
I introduced a modular landing page strategy to support marketing, sales, and customer success efforts, connecting campaigns with conversion points and creating a scalable system for ongoing growth.
Hypothesis: Creating purpose-driven landing pages would improve product communication, strengthen partnerships, reduce friction in the sales cycle, and open up new organic traffic and referral loops.
Strategy: Implement “story-first” landing experiences focused on utility, engagement, and audience intent. Each page was tailored to a specific moment in the funnel. Whether it was an event, a product demo, or a testimonial.
How do you quickly prepare new sales staff to sell a product they’re unfamiliar with?
When Hero Guest partnered with Soft Restaurant, their sales team gained the opportunity to cross-sell Hero Guest solutions to their existing client base.
However, a big hurdle emerged early on: the sellers didn’t fully understand how Hero Guest worked, what tools were available, or how to pitch and close effectively.
I created a comprehensive resource hub for partner sellers, packed with explainer videos, sales decks, FAQs, and commercial terms. This hub equipped Soft Restaurant’s sales team with the knowledge and confidence to sell Hero Guest as an cross-sell—turning confusion into conversion and boosting partner-driven growth.
How do you remove signup friction and keep leads engaged after the first meeting?
When the sales team offered in-app demos, the sales cycle increased by an average of 15 days. Follow-up calls revealed a consistent friction point: leads often forgot their passwords, found it tedious to create an account, or simply didn’t want to bother with registration.
As a result, the “hot” interest generated in the first meeting cooled down, stalling momentum and delaying deals.
To remove this barrier, I built a frictionless, click-through demo in Genially that simulated the app experience—no signup, no password, no hassle. This interactive walkthrough shortened decision time and gave sales reps a powerful tool to instantly showcase the product’s value, re-activating interest and moving leads further down the funnel.
How do you convert leads who only have a few seconds to visit your stand?
Abastur is Mexico’s largest hospitality expo, where Hero Guest had a stand and offered an exclusive six-month, 50% discount promo.
This information was shared on a flyer, but sales reps realized from previous events that some leads only have a few seconds to stop by before moving on to other stands—often missing the full context of the promo.
To capture these quick-moving leads, I designed a time-sensitive landing page that connected directly to the flyer’s QR code. It expanded on the promo details, included a clear CTA to request a demo, and made it easy for even the busiest visitor to learn more and convert—maximizing post-event lead capture and turning quick glances into real opportunities.
How do you turn a simple recognition campaign into a powerful retention and referral engine?
The Customer Success team wanted to boost retention and show appreciation for long-term clients by delivering a sticker—like a “Michelin Star” badge—saying, “Your restaurant trains with technology.” But we saw an opportunity to make this more than just a sticker drop.
So, I collaborated with the Marketing team to elevate the campaign, using it as a springboard for deeper brand trust and word-of-mouth growth. We didn’t just give out stickers; I created two types of landing pages:
Developed two formats:
Inspiring Sucess Page Featuring video testimonials from restaurant owners and managers sharing how Hero Guest transformed their teams. This page included a demo CTA and was added to the main website’s navbar, becoming a key sales asset for following up with leads.
Restaurant Spotlight Pages Editorial-style profiles that celebrated each restaurant, highlighting their commitment to staff development and modernizing with Hero Guest. These pages were designed to make restaurant owners look like industry leaders—something they were proud to share in their networks. This word-of-mouth trigger brought Hero Guest’s value into new circles of influence, expanding our reach organically.
Even without specific CRO or traffic metrics, these landing pages unlocked new value across teams: