The challenge
A well-regarded consultancy with a website that read like an internal document. Services were described in abstract language, credentials were buried on page four, and the contact form asked for eleven fields.
What we did
- Interviewed five existing clients to learn the words they actually used
- Rewrote every service page around the client problem rather than the methodology
- Moved credentials, case results and team credibility above the fold
- Cut the enquiry form from eleven fields to four
- Built a documented design system so the team can add pages consistently
The result
Enquiry form completions up 88% after the content restructure. The figures below are measured against the three months before launch, using the client's own analytics rather than ours.
+88%
Form completions
+41%
Time on page
-58%
Bounce rate
4 fields
Down from 11
”
They spent more time on our words than our colours, which was not what we expected and turned out to be exactly right.
SB
Sanjay BoseManaging Partner, Bluepeak Consulting
