SHAPE
SERVICE 01
Your site's job is to move a qualified visitor to a booked call. Most sites are optimized for everything except that.
Conversion-focused web design is the practice of building pages around a single decision the visitor needs to make, rather than around a brand aesthetic. It starts with the buyer's problem, places proof next to every claim, removes competing calls to action, and structures content so both people and AI search engines can extract a clear answer.
FOR
B2B SaaS and service businesses already buying traffic
Teams whose demo/consult requests don't match their session numbers
Anyone who redesigned recently and saw nothing change
NOT FOR
Pre-traffic startups (fix acquisition first)
Anyone who wants a redesign because the current one "feels dated" — that's not a conversion brief
Conversion audit of the current path (the free audit, formalized and extended)
Message architecture — the one promise per page, and the order of proof
Page architecture + wireframes for every page in scope
Build in Elementor V4 Atomic on a design system you own outright
Answer-first structure + schema so AI search engines can cite you
Core Web Vitals to Google's thresholds — LCP ≤2.5s, INP ≤200ms, CLS <0.1
Conversion event tracking wired before launch, not after
A launch gate you can hold me to (the Project Zero standard)
2–3%
Average landing-page conversion sits in the low single digits, while well-optimized pages reach the low double digits.
| Typical redesign | Conversion-focused build | |
|---|---|---|
|
Starts with |
Moodboard, competitor look |
The buyer’s decision + data |
|
Success measured by |
Stakeholder approval |
Booked calls per session |
|
Proof placement |
A testimonials page |
Next to the claim it supports |
|
CTAs per page |
Several, competing |
One primary |
|
AI search readiness |
Not considered |
Answer-first + schema |
|
What happens after launch |
Handover |
Measured, then iterated (#4) |
Scope depends on what the audit finds — sometimes it's one page, sometimes the full site. We size it together before anything starts.
Yes. It's exported and handed over.
Yes — brand stays, structure changes.
Scope-dependent; the audit sizes it honestly.
A free AI CRO audit: I go through your funnel and send you the specific friction points, in priority order. Yours to keep, whether or not we work together.