Website Redesign Case Study

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Key Takeaways

• A case study is only useful when it explains the decisions behind the work, not just what the finished product looked like.
• The most meaningful redesign outcomes are measured at 60 and 90 days post-launch, not at go-live.
• The patterns in this case study repeat across many of our engagements because the root problems are consistent.
• What changed visually matters less than what changed strategically.

Why Most Redesign Case Studies Are Not Actually Case Studies

Most redesign portfolios are screenshots with a short paragraph.

They tell you what the site looks like now. They do not tell you what problem it had, what was changed and why, or what happened to conversion rate after launch.

A real case study documents the problem, the decision-making, the build, and the outcome. That is what this article does.

The Client and the Problem

A B2B professional services firm, 20 to 50 employees, had built its website several years earlier and had not touched it since. It ranked reasonably well for a few branded search terms but generated almost no organic leads.

The homepage led with company history. Service pages described what the firm did without addressing the problems clients were actually hiring them to solve. There was no mobile-specific design: the site had been built for desktop and adapted for smaller screens, and the mobile experience reflected it.

The firm was spending on paid search but seeing poor landing page performance. Bounce rates above 75% on paid traffic pages. Contact form completion rate below 1% sitewide.

They wanted a new website. What they needed was a redesigned conversion architecture built around how their buyers actually make decisions.

Discovery: What the Data Showed

Before any design work began, we ran a structured discovery phase. Here is what it surfaced.

Analytics audit findings:

• 68% of all traffic arrived on mobile. The mobile conversion rate was 0.3% versus 1.1% on desktop.
• The homepage had a 72% bounce rate. Most visitors left without clicking a single internal link.
• Three service pages accounted for 80% of all organic traffic, but none of them had a visible call to action above the fold.
• The contact form required 11 fields. Heatmap data showed most visitors abandoned after the fourth field.

User interview findings (6 interviews with current clients):

• None of the clients had initially found the firm through the website. All came through referral.
• When asked to navigate the website to find information relevant to their own project, all six struggled to identify which service page applied to them.
• The phrase "we didn't really understand what they specialized in from the site" came up in four of six interviews.

The website was not losing clients the firm already had. It was invisible to clients the firm had never met.

Competitive audit:

Competitors in the same market segment were using outcome-focused headlines, specific proof points, and clear pricing ranges. The firm's site used positioning language that was indistinguishable from any other firm in the category.

What Changed and Why

Navigation Simplified

Before: 9 top-level navigation items, including separate entries for "About," "Our Team," "Our Story," and "Our Values."

After: 5 navigation items. About content consolidated. Services restructured around client problem types rather than internal service categories.

Why: Session recording showed visitors repeatedly clicking between About sub-pages looking for information they expected to be on the main About page. Consolidating reduced confusion and improved the path to services content.

Homepage Rebuilt Around the Primary Buyer

Before: Hero section led with a tagline about the firm's founding principle and a full-width image of the office. No immediate statement of what the firm does or who it helps.

After: Hero section leads with a specific, outcome-focused headline addressing the primary buyer's key decision criterion. Secondary headline specifies who the firm serves. Two CTAs: schedule a call and view case studies.

Why: User interviews confirmed that first-time visitors were making a credibility judgment within the first 10 seconds. The original hero gave them nothing to judge credibility on. The new hero gave them a specific claim they could evaluate.

Mobile Rebuilt as the Primary Design Target

Before: Desktop layout adapted for mobile. Navigation collapsed into a hamburger menu. Tap targets sized for cursor clicks, not thumbs. Images loading at desktop resolution.

After: Mobile layouts designed first. Navigation rebuilt as a mobile-first pattern. Tap targets resized. Images delivered at mobile-appropriate resolution via responsive image delivery. Core Web Vitals addressed during design, not post-launch.

Why: 68% of traffic was arriving on mobile. Closing the conversion gap between mobile (0.3%) and desktop (1.1%) was the highest-value change available.

Contact Form Reduced From 11 Fields to 4

Before: Name, email, phone, company, role, company size, budget range, timeline, how you heard about us, what service are you interested in, message.

After: Name, email, company, message.

Why: Heatmap data showed consistent abandonment at the phone and role fields. Budget range and timeline fields were creating friction before the relationship existed. The sales team confirmed they gathered this information on the first call anyway. The form's job was to get the conversation started, not to qualify the lead before first contact.

Service Pages Rewritten Around Client Problems

Before: Service pages structured as feature lists describing what the firm does.

After: Service pages structured around the client problem each service solves, with a brief explanation of the approach and specific proof points from relevant projects.

Why: User interviews revealed that potential clients were arriving on service pages trying to determine whether the firm understood their specific situation. Feature lists did not answer that question. Problem-oriented pages did.

What the Numbers Showed at 90 Days

The paid search campaigns that had been driving expensive traffic to poor-performing landing pages were still running on the same budget. Their conversion rate improved because the pages had changed, not the campaigns.

What This Engagement Looked Like End to End

The project ran from initial discovery call to launch in 14 weeks. Here is how the timeline was structured:

1. Weeks 1-2: Discovery — analytics audit, user interviews, competitive review, project brief
2. Weeks 3-4: Strategy — sitemap, content strategy, SEO transition plan, stakeholder alignment session
3. Weeks 5-7: Design — wireframes, design system, high-fidelity mockups for 8 page templates, mobile designs
4. Weeks 8-11: Development — full Webflow build, integrations, redirect implementation, CMS configuration
5. Week 12: QA — cross-browser testing, device testing, form and analytics verification
6. Week 13: Soft launch and monitoring
7. Week 14: Full launch and handoff

The navigation, mobile, and friction patterns in this case study, simplified navigation, homepage refocus, mobile rebuild, and friction reduction, reflect the same decisions that drive improvements across most of the redesign projects we run.

Post-launch, we reviewed performance at 30 and 60 days before the formal 90-day review. The key performance indicators that mattered most in this engagement, conversion rate, form completion rate, and organic traffic to service pages, were all defined and baselined before design began, which is what made the 90-day review useful rather than subjective.

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Does Your Site Have the Same Problems?

The issues in this case study are not unusual. A homepage that does not communicate value quickly, a mobile experience that does not convert, a contact form with too many fields, and service pages that describe the firm instead of addressing the client: these patterns appear in the majority of business websites that were built three or more years ago.

LOW/CODE Agency is a leading AI product team for SMBs and startups. We have shipped 450+ products for companies including Medtronic, American Express, and Coca-Cola. If the problems in this case study sound familiar, the approach we used here is the same approach we would bring to your project.

A structured redesign engagement runs from discovery through post-launch monitoring, with measurement built in before launch day.

If you want to know whether your site has the same problems this one did, and what fixing them would actually take, let's talk.