Overview
Traffic was fine. Enquiries were not.
A consultancy's site attracted thousands of monthly visits and almost no contact forms. Analytics showed visitors reading two pages on average — then vanishing right where the service story should have closed the deal.
Five weeks of audits, interviews and prototype testing later, the rebuilt site spoke the customers' language on every page, and the enquiry rate followed.
Challenge
Written for insiders, read by outsiders
Session replays showed confident scrolling followed by hesitation at the exact moment jargon took over. Interviews confirmed it: prospects couldn't tell what the firm actually did, for whom, or what happened after they hit send.
- Service pages described methods instead of outcomes.
- The contact form asked for commitment before building trust.
Approach
Customers' words, designers' structure
We rebuilt the information architecture around the three questions every prospect asked in interviews, rewrote headlines in their vocabulary, and replaced the daunting quote form with a low-pressure first step.
Prototype tests with six target customers caught two navigation dead ends before launch — fixes that cost hours then instead of months later.
Gallery
Before, during, after
Deliverables
What the client launched with
- UX audit & analytics review — the ten leaks ranked by lost enquiries.
- Customer interview synthesis — fourteen conversations distilled into messaging that converts.
- Redesigned site — new structure, copy direction and front-end build, tested before launch.
Related work
More case studies
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