Case Study: How We Turned an Outdated Website Into a Lead Machine

Names and a few details are anonymized — everything else is exactly as it happened.

The client & the problem

A B2B service company doing $4M/year. Decent traffic (~12,000 visits/month), but only 18 leads/month. Their site looked like 2014, loaded in 6.2 seconds on mobile, and had 11 items in the main nav.

What the audit revealed

• Hero copy talked about them, not the customer
• No clear primary CTA — 4 buttons of equal weight
• Forms had 9 fields including "How did you hear about us?"
• Mobile LCP was 6.2s, CLS was 0.34
• Zero internal linking between service pages

The strategy

Six-week sprint. Week 1–2: strategy + content. Week 3–4: design + build. Week 5: QA + speed. Week 6: launch + measure.

What we actually changed

1. Rewrote hero around customer outcome ("Reduce equipment downtime by 40%")
2. Cut nav from 11 items to 5
3. Single primary CTA repeated 5x: "Get a Free Site Walkthrough"
4. Multi-step form: 3 fields, then 2 more after consent
5. Compressed all images to WebP, lazy-loaded below the fold
6. Added case study snippets next to every CTA
7. Built a service-cluster internal linking model

The results (with numbers)

• Mobile LCP: 6.2s → 1.6s
• Conversion rate: 0.15% → 0.62%
• Qualified leads/month: 18 → 74 (+312%)
• Organic traffic: +41% in 90 days from on-page + speed wins
• Cost per lead from paid ads: down 38%

What you can steal

You don't need a full rebuild to see meaningful gains. Pick the 3 highest-leverage items above (hero copy, primary CTA, mobile speed) and ship them in 2 weeks. The compounding starts immediately.