The Website Is Not the Problem — The Brief Behind It Is
We review 15 to 20 business websites every month. The issue is almost never the design. It's that the site was built without a clear answer to one question: what specific action do we want a visitor to take, and what does that visitor need to see or read before they'll take it? Most websites are designed to impress, not to convert. Those are very different briefs.
Five Things That Kill Conversions
Load time above 3 seconds eliminates 40% of visitors before they read a word. A homepage without a clear value proposition in the first five seconds loses most of the other 60%. Generic CTAs like "Submit" or "Learn More" create no urgency and inspire no action. Too many choices on one page paralyse decision-making. And no social proof — no results, no client names, no case studies — means no trust. Fix these five things and most websites see a 2x to 4x improvement in enquiry rate without any more traffic.
Data First, Design Second
We don't start web projects with moodboards. We start with your current conversion rate, your traffic sources, and where people are dropping off. That data tells us exactly what to build and where to put it. Small, data-informed changes compound quickly — a 10% improvement in conversion rate is a 10% revenue increase without spending any more on ads. That's the kind of leverage most businesses leave on the table.