To improve lead generation and better showcase the firm’s specialized services, high-traffic pages—specifically the Homepage and Service Pages—were targeted for optimization. The strategy combined Google Analytics data, heatmaps, and session recordings to evaluate metrics like bounce rate, session duration, and user engagement paths. A heuristic evaluation assessed how messaging aligned with user psychology during key decision-making stages, while a competitive audit revealed industry design trends and positioning opportunities. Collaborating with the SEO and copywriting team, these data-driven findings, content recommendations, and keyword hierarchies were compiled into a presentation and an actionable UX/CRO improvement database for the client.

​Using the client’s brand assets and team imagery, new page concepts were built in Figma to streamline user navigation. To solve homepage option paralysis, the hero section was redesigned into four targeted, rotational slides focused on core service lines, starting with high-demand Startup Services. The layout incorporated behavior-driven headlines, primary call-to-action buttons, performance metrics, and social proof elements like testimonials and team profiles to build trust. Additional engaging content sections were added for blog posts, webinars, and case studies, with a dedicated focus on simplifying the mobile experience for quick calls and form submissions. All designs were vetted with the in-house WordPress development team to guarantee technical feasibility before client review.

​The client approved the overall direction, layout restructuring, and upgraded content hierarchy, providing minor revision requests for messaging and visual assets. While the UX and SEO teams addressed these feedback items—delivering updated designs and copy within a one-week turnaround—the development team duplicated the existing WordPress theme into a sandbox environment to begin foundational code work. Once the updated visual placements and content changes received final client sign-off, full development was authorized.

During buildout, continuous collaboration ensured design fidelity across desktop and mobile views. The site underwent a two-tier quality assurance process, evaluated first by the internal QA team and then reviewed against the Figma specs before final approval. After a guided walkthrough of the sandbox site with the client to demonstrate future maintenance workflows, a coordinated launch date was scheduled. Following deployment, three-month performance monitoring confirmed a sizeable increase in form-fill submissions and inbound phone calls from the optimized pages.