Work & results
Decisions that changed how pages convert
Conversion work is mostly invisible from the outside. A finished page looks obvious in hindsight, which is exactly the problem: the reasoning behind it disappears, and the site reads like it was always that way.
This page shows the kinds of engagement we run and the specific structural decisions made on service pages. We describe the reasoning, not fabricated performance numbers.
Engagement index
Five fixes, one pattern
Different practices, different audiences, and in every case the same first question: is this page answering what the visitor actually arrived to ask? The rows below mark the type of engagement and the structural move that mattered.
We do not publish client names without permission, and we do not quote performance figures we cannot verify from a client's own reporting. The engagements below describe structure and reasoning.
Engagement one
Law practice: folding three service pages into one
A four-partner firm had separate pages for each practice area, each starting with a paragraph about the firm's history. Visitors arriving from search had one question: does this firm handle my specific matter? The history paragraph answered a question nobody asked.
We collapsed the three pages into one service page organized by the client's situation rather than by internal department. Each situation block ended with the same booking action. Testimonials moved up beside the first call to action instead of living in a separate tab.
What changed
The structural change was about matching the visitor's entry question to the page's first answer. Nothing about the firm's expertise changed. The page simply stopped leading with the wrong thing.
Next engagement
Accounting — intake friction
Engagement two
Accounting firm: replacing a nine-field form
A regional bookkeeping practice collected inquiries through a nine-field contact form, including a required "how did you hear about us" dropdown. Their own team admitted most serious prospects abandoned it and called instead, which meant the form was only capturing the visitors least likely to become clients.
We cut the form to three fields and added a booking widget as the primary action for warm traffic. The form stayed as a secondary path for people who preferred to write. One action led, the other supported.
This is a common shape of fix. The page wasn't ugly or broken. It was asking for information before it had earned the visitor's patience.
What changed
One primary action for warm traffic, one secondary path for people who would rather write. The page stops asking for information it has not yet earned.
Engagement three
Managed IT provider: making proof visible
A managed IT firm had excellent case studies buried three clicks from the homepage, behind a menu label nobody clicked. Their landing page leaned on generic claims about reliability that any competitor could have written.
We moved two specific case studies onto the service page itself, shortened them to the decision and the outcome, and placed them directly under the objections they answered. The claims section got shorter as a result, because the proof was now doing that work.
The lesson generalizes: case studies kept in a separate section tend to go unread. Placed next to the doubt they resolve, they earn their space.
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Case study one: decision and outcome only, no firm history rewrite
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Case study two: placed directly under the objection it answers
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Generic reliability claims trimmed once the proof carried the section
Engagement four
Design studio: cutting the portfolio wall
A boutique architecture studio opened with a full-bleed image gallery. It looked strong and converted poorly. Visitors couldn't tell what kind of projects the studio actually took on, or whether their budget was in range.
We replaced the gallery with a short positioning line, a filter by project type, and a clear inquiry path. The imagery stayed, but it moved below the answer to "is this studio right for my project?"
Visual work doesn't have to lead the page. It has to support the reader's decision. For studios, that usually means naming the work before showing it.
Engagement five
Consultancy: giving the funnel a second step
Two-step path
Step one: the diagnostic offer on the main page with its own booking action. Step two: the larger engagement behind a short qualification form.
A small B2B consultancy sold a paid diagnostic, then a larger engagement. Their single landing page asked visitors to book the larger engagement directly, skipping the step most buyers actually wanted.
We built a two-step path: the diagnostic offer on the main page with its own booking action, and the larger engagement behind a short qualification form. ClickFunnels and Leadpages handle this kind of sequencing well, though we built it as plain pages with a shared structure.
The strategic point is worth repeating. When your offer has a natural first step, the page should reflect it rather than jumping to the biggest ask.
The pattern
What these engagements have in common
In every case, the fix was structural before it was cosmetic. We changed what the page said first, what action it led with, and where the proof sat. Visual work followed the structure, not the reverse.
That's why we're cautious about redesign projects that begin with a mood board. A new look on an unproven structure just makes the same mistakes more expensive to change.
If a similar situation sounds like yours, the next useful step is a short conversation about where visitors currently give up: the first paragraph, the form, the missing proof, or the single ask.
Before you get in touch
Questions about the work
Honest answers to the things visitors ask before deciding whether to talk to us.
Why don't you list client names or performance numbers?
We only publish client details with permission, and we only quote figures a client can verify from their own reporting. What we can describe is the reasoning and structure behind each decision, and that is what this page carries.
Are these engagements only for law and accounting firms?
No. The same structural work shows up across professional services: legal practices, bookkeeping firms, managed IT providers, architecture studios, and small B2B consultancies. The specific wording and offers differ, but the questions of what the page says first and what action it leads with repeat across all of them.
Do you start with a redesign or a mood board?
We start with structure: what the page says first, what action it leads with, and where the proof sits. Visual direction follows, so a new look is not layered over an unchanged sequence. That order is deliberate; it makes later visual changes cheaper and less risky.
How would an engagement like these start for us?
With a short call about your current page: which visitors arrive, what they are trying to decide, and where the current flow asks for something too early. From there we can tell you whether the fastest useful move is a rewrite of the first section, a change to the intake path, or a wider restructuring.
Next step
Discuss your situation
If your service page has the same shape as any of the engagements above, we will tell you plainly on a short call whether a structural change is worth doing and where the fastest useful change sits.
Prefer to write first? Reach us at [email protected] or call +1 415-529-1563, Monday to Friday, 9:00 AM – 6:00 PM Eastern Time. Our studio is at 1450 Market Street, Suite 300, San Francisco, CA 94103.