Conversion Strategy
How the redesign turns kastle.com from a digital brochure into a revenue-generating marketing platform.
The Current Funnel is Broken
The current kastle.com has one conversion path: a 13-field contact form buried at the bottom of the site.
Current State — One Path, Maximum Friction
- 01
Homepage → No CTA to click
- 02
Solution pages → "Contact Us" link (generic)
- 03
Contact page → 13-field form
- 04
Post-submit → "Thank you" page (no next steps)
- 05
Nurture → None. Zero follow-up content.
Redesigned State — Three Paths, Intent-Matched
- 01
Awareness → Blog, guides, Occupancy Barometer tool
- 02
Consideration → Solution pages, customer stories, ROI
- 03
Decision → 5-field assessment, call scheduling
- 04
Post-submit → Clear next steps, content follow-up
- 05
Nurture → Personalized by industry and intent signal
The Redesigned Funnel
A three-tier content and conversion architecture that captures buyers at every stage of the decision journey.
Tier 1
Awareness
Buyers who are learning — comparing vendors, researching physical security approaches, building internal business cases.
Physical Security Blog — "What is managed access control?" "How VideoGuarding reduces false alarms by 80%"
The Occupancy Barometer — a free data tool showing office utilization trends by market
Security Assessment Guide — a downloadable framework for evaluating your current security posture
Industry-specific landing pages — CRE, Multifamily, Enterprise IT, Construction
Primary CTA:
Subscribe to newsletter / Download guide (email capture)
Tier 2
Consideration
Buyers who are evaluating — comparing Kastle against Verkada, Brivo, or a traditional guard service.
Customer Stories with real attribution — named contacts, specific outcomes, measurable results
Solution Pages with outcome-first copy — "Reduce tailgating incidents by 94%" not "Access Control Features"
ROI Calculator — inputs: number of buildings, current guard spend. Output: projected savings with Kastle.
VideoGuarding demo — 60-second interactive walkthrough of the AI monitoring console
Primary CTA:
Watch demo / Request a solution brief
Tier 3
Decision
Buyers who are ready — they have internal approval, a budget range, and a shortlist that includes Kastle.
Security Assessment Request — 5 fields, high perceived value, clear expectation of what happens next
Call Scheduling — direct calendar booking with a Kastle account executive (no SDR gatekeeping)
Pricing Transparency — clear "starting at" ranges by property type and service tier
Primary CTA:
Get a Security Assessment (primary CTA on every page)
Form Reduction: The Math
The current 13-field form is the most fixable conversion problem on kastle.com. The numbers are clear.
Current Form — 13 Fields
1
First Name
2
Last Name
3
Email Address
4
Phone Number
5
Company Name
6
Job Title
Remove
7
Industry
Remove
8
Number of Buildings
Remove
9
Number of Employees
Remove
Country
Remove
State
Remove
Message
Remove
How did you hear about us?
Remove
Redesigned Form — 5 Fields
1
First Name
2
Company
3
Work Email
4
Phone (Optional)
5
Property Type
Hidden Fields (auto-captured)
UTM Source, UTM Medium, UTM Campaign, UTM Content, UTM Term, GCLID
The Conversion Math
Research consistently shows every additional form field reduces completion rates by 10–20%. Moving from 13 fields to 5 removes 8 barriers. Conservative estimate: 40–60% increase in form completions with no other changes. The data Kastle most needs (building count, employee count, industry) can be collected during the assessment call — after the lead is already captured.
The Security Assessment CTA
"Get a Security Assessment" replaces "Contact Us" as the primary conversion action across the entire site.
Current CTA: "Contact Us"
Contact Us
Vague — what happens after they contact?
Low perceived value — feels transactional
Implies sales call — triggers buyer resistance
Generic — same CTA every competitor uses
Redesigned CTA: "Get a Security Assessment"
Get a Security Assessment
Specific — buyer knows exactly what they get
High perceived value — "assessment" signals expertise
Consultative framing — reduces buyer resistance
Differentiating — no competitor offers this language
Content Strategy by Audience Segment
Kastle serves three distinct buyer types. Each needs a different entry point, different content, and a different path to conversion.
| Segment | Pain Points | Awareness Content | Conversion Path |
|---|---|---|---|
CRE Property Managers | Managing access across 20+ buildings, reducing tailgating, controlling contractor access | Blog: "The True Cost of Tailgating in Commercial Buildings" + Occupancy Barometer tool | Solution: Access Control → Customer Story: Brookfield → Security Assessment |
Enterprise IT | Integrating physical and logical security, Google/Apple Wallet credentials, audit trails | Guide: "Physical Security Integration Checklist" + Aliro standard explainer | Solution: Kastle EverPresence → Technical demo → Security Assessment |
Multifamily Operators | Resident self-service, package management, reducing security incidents overnight | Blog: "Why Multifamily Residents Expect Smartphone Access in 2026" + VideoGuarding overview | Solution: Multifamily → Customer Story → Security Assessment or Kastle Park demo |
Post-Submit: The Thank You Problem
The current kastle.com thank-you page after form submission says "Thank you" and nothing else. This wastes the highest-intent moment in the entire buyer journey.
Current Post-Submit State
Thank you.
Your message has been received.
No confirmation of what happens next
No timeline set ("We'll call you in 24 hours")
No content offer — buyer left with nothing
No nudge to explore more of the site
Redesigned Post-Submit State
Assessment request received.
A Kastle security specialist will contact you within 1 business day to schedule your assessment.
→ Download: "2026 Physical Security Buyer's Guide"
→ Read: "How Brookfield reduced tailgating 94%"
→ Explore: Access Control solution overview
Clear timeline: "within 1 business day"
Content offer keeps buyer engaged
Case study nudge pre-qualifies the call
UTM attribution preserved for HubSpot
The conversion strategy is already in the prototype.
Every component described here — the 5-field assessment form, the three-tier funnel architecture, the CTA placement, the post-submit success state — is built and live in this Storybook. Explore the Pages section to see the homepage with the hero CTA, or the Organisms section for the form component and success state.
Pages/Homepage
Hero CTA in place, audience segments, stats bar
Templates/AssessmentTemplate
Conversion template with integrated 5-field assessment form
Organisms/ContactForm
5-field assessment form with validation, success state, and UTM capture
Continue Reading
Related Context Sections
ROI Model
Context → ROI Model
Quantified return projections tied to conversion improvements.
Sprint Plan
Context → Sprint Plan & Roadmap
Week-by-week delivery of the form reduction and CTA wins.
Business Case
Context → Business Case
The full financial and strategic rationale for the redesign.
Conversion Forms
Organisms → ContactForm
Live 5-field assessment form with post-submit success state.