What are these 3 landing pages doing right and wrong?

While researching B2B employee scheduling software, we audited three paid-search (CPC) campaigns competing for the query employee scheduling software. Below is a breakdown of what works—and what we would A/B test first—across all three landing pages to maximize return on ad spend (ROAS).

1. ShiftPlanning

What Works

Clean visual hierarchy: Digestible product overview with clear visual character.
Relevant routing: Paid traffic is routed to a dedicated scheduling feature page rather than a generic corporate homepage.
Repeated calls to action: Four distinct CTA buttons throughout the page invite prospects to start a trial.

What to Test & Improve

Ad-to-page message match on “Free”: The search ad promises “Free Employee Scheduling,” whereas the product is a paid SaaS with a 30-day no-credit-card trial. Clarifying “Free for 30 Days — No Credit Card Required” directly beside every primary CTA reduces bounce friction.
Remove navigation exits: Paid search visitors are rarely existing customers looking for the login link. Stripping top-nav distractions keeps prospects focused on the conversion goal.
Preserve keyword scent: Move the exact phrase “employee scheduling software” into the primary above-the-fold headline and test concrete time-saved benefit statements.
Surface social proof directly on the lander: Bring customer logos and quantified case-study quotes onto the landing page instead of hiding them behind a separate tab.

2. Kronos

What Works

Punchy headline: Short, memorable opening hook.

What to Test & Improve

Prominent CTA & shorter lead form: The primary call to action is visually buried and leads to an oversized enterprise form. Test a high-contrast CTA paired with a low-friction 3-field capture, and replace generic “Submit” button copy with specific value (e.g., “See the Interactive Demo”).
Consolidate redundant media: Two separate videos cover overlapping ground; test a single concise product walkthrough led by customer outcomes.
Eliminate off-topic links: Remove links to Careers, Hiring, and unrelated product lines so paid traffic stays focused on Workforce Scheduling.

3. Insperity

What Works

Focused conversion layout: Distracting site navigation is removed, leaving two clear actions: complete the lead form or call directly.
Trust signals: Media citations immediately establish enterprise credibility.

What to Test & Improve

Provide enough product context to justify a demo: Stripping navigation went too far—prospects cannot tell whether the solution fits SMBs or enterprise teams, nor what the interface looks like.
Replace stock photography with authentic proof: Test product UI screenshots or a real customer portrait paired with a specific ROI quote.
Align form headline and button copy: The form header says “Request a Live Demo” while the button reads “Get Started.” Make the next step explicit so prospects know exactly what happens after clicking.

Client Case Study: Message Match & Frictionless B2B Intake

We apply the same message-match and CTA clarity standards across every client build in the ResonantClicks by Lunex Coders portfolio. Whether a visitor lands on 3Ready Prototyping Lab for rapid prototyping in Manila or Luminary’s hands-on figure painting workshops, the above-the-fold headline, visual proof, and primary call to action align immediately with the searcher’s intent.