Build · Website strategy · Buyer journey
Turning a Website Into a Sales Journey.
Designing the website to help a buyer recognise the problem, understand the answer and know what to do next.
The problem
The website described the company, its services and its capabilities, but asked the visitor to do too much interpretation. The buyer had to work out whether the company understood their problem, which service applied, why the offer was different and what the next step should be.
What I did
I rebuilt the journey from the buyer backwards. I identified the questions and objections that appeared before a commercial conversation, simplified the information architecture, rewrote the proposition around customer pain and proof, and used visual work examples to demonstrate capability rather than relying on claims. The website became part of the commercial system rather than a standalone marketing asset.
What changed
A company-centred website became a clearer path from problem recognition to confidence and conversation.
Work involved
Website strategy · Proposition · Buyer journey · Information architecture · Messaging · Conversion · Visual proof
Let’s solve what’s holding you back.
A focused conversation is often the fastest way to get clarity.