A Global Thought Leadership & Content Specialist

Our client’s key goal was to attract more, and better qualified, business enquiries seeking strategic, rather than purely tactical, services.

The specific obstacles impeding user engagement and conversion, however, were not clear. Where were users experiencing friction? How effective were the current conversion pathways? The project’s first major challenge was investigative: What was actually happening on the site, and why weren’t more visitors converting?

ClarityDX was engaged to work alongside a third-party development agency previously used by the client, delivering strategic review, redesign, and UX direction, while collaborating closely with their technical team during implementation.

Strategy, Discovery & Definition

Our project began with a stakeholder workshop to clarify business objectives, define priority audiences, and review the competitive landscape. We then carried out a thorough analysis using a mix of data sources and research methods:

• Google Analytics (GA4): A full year’s worth of site data was examined to understand user acquisition channels, journey flows, engagement metrics, and conversion points.
• On-site Surveys: Live surveys captured real-time user intent and feedback, providing insight into visitors’ goals and whether they were being met.
• Heatmaps & Screen Recordings: Hotjar was deployed to provide visual evidence of user behaviour, highlighting areas of friction and validating our data findings.
• Competitor Benchmarking: We benchmarked the client’s site against key competitors, looking for opportunities to set them apart.
• SEO Review: We identified which topics and keywords truly mattered to the target audience to ensure the redesign protected strong existing rankings, while prioritising user experience where search impact was limited.

What the Analysis Revealed

• Low Engagement and Shallow User Journeys: Most users viewed only a few pages per session, often spending just seconds per page. Even those who submitted contact forms were not engaging deeply, which suggested the need for clearer, faster communication of value.
• Content Consumption Patterns: The blog and resources sections attracted the majority of pageviews and were key to resource downloads, but these users were distinct from those submitting contact forms, and likely at an earlier stage of the buyer journey.
• High-Value Pages: Users who went on to convert were visiting the case studies page far more than other users, indicating this area should be a key focus in the redesign.
• Usability Issues: Screen recordings and UX evaluation identified some technical and design issues affecting key interactions. Contact form buttons were sometimes not visible, download links occasionally failed, and users could be confused by navigation labels that looked clickable but were not.
• Not All Page Content Was Consumed: Scroll mapping showed over 50% of users did not reach halfway down longer pages, risking key messages and CTAs being missed.
• Value Messaging as Differentiator: While social proof was commonly used by competitors, few leveraged value led messaging. This represented an opportunity for clearer differentiation through displaying impact.

Solution: Translating Insight Into Design

With these insights as our foundation, we reimagined the site to reflect the new brand, update content, and directly address the issues identified in our analysis. Our process included reviewing the sitemap and user flows, mapping content, developing wireframes, establishing visual direction, and delivering high fidelity designs before passing over to development. Every page was crafted to help users progress, whether they were looking to learn more, establish credibility, or take the next step.