Conversion Rate Optimization & WordPress Landing Page Manager

FirmPilot•Miami, FL

7d•Remote

About The Position

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.

Requirements

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.

Nice To Haves

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.

Responsibilities

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: 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.
Increase Conversion Rates: 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.
Build a Testing Culture: 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.
Write High Converting Copy: 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.
Measure Everything: 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.
Leverage AI: 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.