Transforming a Static HTML Website into a Lead Generation Platform
Rebuilt an outdated HTML website into a modern, responsive business website designed to communicate value clearly, build trust, and generate qualified enquiries.
The Project at a Glance
Rebuilt an outdated HTML website into a modern, responsive business website designed to communicate value clearly, build trust, and generate qualified enquiries.
- Industry
- B2B / Professional Services
- Service
- HTML Website Design & Lead Generation Improvement
- Primary result
- Monthly enquiries: 35 to 92
B2B / Professional Services
Business objectives for this project:
- Increase the number of qualified monthly enquiries.
- Communicate the value of each service clearly.
- Make contact forms easy to find, especially on mobile.
- Speed up page loading on phones.
- Present a more professional brand experience.
Measurement period. The after period starts on the day the redesigned website went live. Monthly figures are monthly averages for each period. Percentage changes compare the after period with the before period; changes in rates also show percentage points where they apply.
What Was Holding Results Back
The existing HTML website looked outdated and lacked a clear visual hierarchy.
Service pages did not communicate the business's value effectively.
Contact forms were difficult to find, especially on mobile devices.
Slow-loading pages and weak calls to action limited enquiry generation.
The Numbers, Side by Side
Each figure below compares the before period with the after period. Percentage changes and percentage-point changes are labeled separately.
Monthly enquiries
Monthly averageWebsite conversion rate
Bounce rate
Mobile page load time
Each pair of bars is scaled to the larger of its two values, so bar lengths compare before with after within one metric. Different metrics use different units and are not compared with each other.
How We Did It
The work performed, in the order it was done.
Conversion-focused redesign
Redesigned the website with a professional, conversion-focused interface.
Clearer service structure
Reorganised service pages and navigation to simplify the user journey.
Prominent enquiry paths
Added prominent enquiry forms, contact buttons, and clear calls to action.
Performance work
Optimised HTML, CSS, images, and scripts for better performance.
Mobile, SEO and tracking
Improved mobile responsiveness, technical SEO, and form submission tracking.
What It Meant for the Business
Increased monthly enquiries.
Improved website conversion rate and user engagement.
Faster page loading and better mobile usability.
Clearer service positioning and a more professional brand experience.
All KPIs in One Place
Calculated from the before and after values for the measurement period shown above.
| Metric | Before | After | Change | Type of change |
|---|---|---|---|---|
| Monthly enquiries (monthly average) | 35 | 92 | +163% | Relative percentage |
| Website conversion rate | 1.4% | 3.6% | +157% +2.2 percentage points | Relative % (with percentage points) |
| Bounce rate | 62% | 39% | -23 pp 37% relative reduction | Percentage points (with relative %) |
| Mobile page load time | 4.8s | 2.1s | -56% | Relative percentage |
- Monthly enquiries moved from 35 to 92, a 163% increase.
- Website conversion rate moved from 1.4% to 3.6%, a 157% relative improvement (+2.2 percentage points).
- Bounce rate moved from 62% to 39%, a 23 percentage-point reduction (37% relative).
- Mobile page load time moved from 4.8s to 2.1s, a 56% reduction.
Build a website that turns visitors into qualified business enquiries.
Tell us about your goals and we will show you where the biggest opportunities are, with a free audit and no obligation.