Background
Our client, a mid-sized home services company in Canada, had an outdated website that acted more like a digital brochure than a business growth tool. While they had steady traffic from local SEO and referrals, the website failed to convert visitors into leads. With clunky navigation, no clear CTAs, and poor mobile performance, the brand was losing out on high-intent customers.
The company approached Phoenix Media with one goal: transform their website into a conversion-first platform that drives measurable results.
Challenges Identified
- Low Conversion Rate despite steady traffic, less than 0.8% of visitors filled out the inquiry form.
- Outdated UX/UI inconsistent branding, poor navigation, and no mobile optimization.
- Weak Trust Signals lack of testimonials, case studies, or trust badges reduced credibility.
- No Tracking Infrastructure the website lacked analytics, heatmaps, and conversion tracking.
Phoenix Media’s Approach
1. Research & Strategy
- Conducted a website audit (UX, speed, and SEO).
- Analyzed competitor websites to identify conversion benchmarks.
- Created customer journey maps to uncover decision-making roadblocks.
2. Design & Development
- Built a mobile-first, responsive design with clean navigation.
- Added conversion-optimized landing pages for key services.
- Introduced sticky CTAs (call now, book consultation) across the site.
- Improved loading speed (from 6.2s → 2.1s).
3. Conversion Optimization Elements
- Integrated trust signals (Google reviews, certifications, case studies).
- Added a live chat bot to capture leads 24/7.
- Simplified forms (reduced from 7 fields → 3 fields).
- Embedded analytics & heatmaps to monitor user behavior.
Results (90 Days Post-Launch)
- Conversion Rate Increase: 0.8% → 4.6% (+475%)
- Lead Volume: From ~15 leads/month → 95 leads/month
- Mobile Engagement: Bounce rate reduced by 38%
- Time on Site: Increased average session duration by 2.5x
- Revenue Impact: Client reported an additional $120,000 in booked business within 3 months.
Client Testimonial
“Our old website was just sitting there doing nothing. Phoenix Media transformed it into our best salesperson. Leads come in daily, and customers constantly mention how easy it is to navigate and book with us. The results have far exceeded our expectations.”
CEO, Home Services Company
Key Takeaway
A website should not just “exist” it should convert visitors into customers. By blending strategic UX design, performance-focused development, and conversion optimization, Phoenix Media helped this client turn their website into a growth engine that drives measurable ROI.