Case Study: How a Website Redesign Turned a Failing B2B Site into a 3.4x Lead Machine

Brand: NovaTech IT Solutions
Industry: B2B IT & Cloud Services
Campaign Type: Website Redesign + Conversion Optimization + Analytics Setup
Duration: 90 Days
Total Spend: $980

🧩 The Challenge

NovaTech’s website hadn’t been updated in over four years — slow, cluttered, and written in technical jargon.

The homepage bounce rate was 68%, and form submissions were near zero.
No heatmaps, no event tracking, and no funnel visibility.

The sales team said it best: “Our site is a brochure, not a funnel.”

The goal: Redesign for conversions and track every lead’s journey.

⚙️ The Strategy

Focus: Conversion clarity and measurable user behavior.

Three objectives guided the redesign:
✅ Simplify the buyer journey — communicate services in 10 seconds.
✅ Add analytics depth — track clicks, scrolls, and form actions.
✅ Create micro-conversions — “Download Checklist” or “View Pricing” to nurture intent.

🚀 Execution

Phase 1 — Setup & Research

✅ Installed GA4 + Tag Manager for event tracking.
✅ Used Hotjar for scroll and click maps.
✅ Identified key service pages driving 80% of total traffic.

Phase 2 — Redesign

✅ Built lightweight WordPress theme (under 2s load time).
✅ Rewrote homepage headline:
✅ “Enterprise-Grade IT for Modern Businesses” → “Reduce Downtime. Scale Confidently.”
✅ Single clear CTA: “Request Free Consultation.”
✅ Contact form simplified from 7 → 3 fields.
✅ Added trust blocks: ISO badge, logos, testimonials.
✅ Built one lead magnet — “Cloud Migration Readiness Checklist.”

Phase 3 — Optimization

✅ A/B tested button colors and CTA text.
✅ Retargeted visitors using Meta Pixel.
✅ Created Looker Studio dashboards for real-time performance.
✅ Added automated thank-you emails post-form submission.

📊 Results