The problem
DebtStoppers is a bankruptcy law firm serving Illinois, Georgia and Texas. The people arriving are usually in financial distress, often on a phone, often at a moment of urgency. The site was treating them like desktop researchers.
Two failures compounded. The call-to-action scrolled away, so on a long mobile page the phone number was frequently off-screen at the exact moment someone decided to act. And the conversion point was a flat contact form asking for personal details up front — a high-commitment request to make of someone anxious and not yet sure the firm can help them.
What I did
Sticky mobile CTAs. Persistent calling and case-review actions pinned so the next step is always one tap away, regardless of scroll position. On this traffic, intent is momentary — if the action is not on screen when the decision happens, it does not happen.
An eight-step qualifying quiz. I replaced the form with a roughly sixty-second guided flow that inverts the order of the conversation. It opens by asking which state you live in, because the firm only serves three — so someone it cannot help learns that immediately instead of surrendering their details first. Personal information is requested at the end.
Why it worked
The quiz does two jobs at once. It lowers the psychological cost of starting — a multiple-choice question about your state is far easier than a blank field asking for your phone number — while the progressive commitment of each step increases the likelihood of finishing.
It also qualifies. By screening on geography and circumstance before intake, enquiries the firm cannot serve are filtered out earlier, which is why lead quality rose alongside volume rather than falling, as it usually does when conversion jumps.
Result
- 18% → 46%Conversion rate on the case-review flow
- QualityHigher lead quality — unservable enquiries filtered before intake
- MobileCall and form actions permanently reachable