← Work/Case 01
1Clarity fail2Friction fail3Proof fail
4Promise holds5Proof unchangedA priced, working order page that the homepage never links to. Four packages at fixed prices, discount anchoring, a form whose questions change with the package — and the closing call to action offers four other routes instead.
Pass or fail, no weighted score. The page is public, so open it and check each call yourself.
The visitor who scrolled the entire page is the most ready to buy, and the closing block hands them four ways to do something else. The priced page is not one of the four.
On a 390px phone, Let’s Talk sits at screen 0.7 and the next visible conversion control at screen 20.3 — 19.6 screens with nothing to press. The header stays fixed the whole way, but its navigation collapses to a hamburger, so Order and Contact are one tap behind an icon.
“12+ projects completed, 6 active clients, 3+ years” sit in the first screen with no name, date or link behind any of the three. The work they point at is one route away, and nothing connects the figures to it.
The first screen names what they build and never who for. Sector and business size appear only on /order — the page the homepage does not link to.
The order page answers what a buyer actually asks: four packages at fixed prices, anchored against a higher one, and a form whose questions change with the package chosen. Nineteen FAQ entries behind it.
1234The closing block, where the most ready buyer ends up. Four ways out, and none is the page with the prices. Captured 29 Sep 2026, 2×.
Four decisions. What it was, what it is now, and why.
Was
The closing call to action offered four routes — WhatsApp, email, a PDF, and an Instagram share button with no href. The priced page was not among them.
Now
Order is the primary button, in a header that does not collapse on a phone, on every screen. The packages sit on the homepage with their prices.
The visitor who reaches the end of the page has already decided to consider you. Handing them four ways to do something else spends that decision on nothing.
Was
19.6 screens between one visible conversion control and the next, on the device most of the traffic uses.
Now
Zero. Seven of seven primary calls to action clear 44px, and no touch target fails WCAG 2.5.8.
A control that exists but cannot be seen is the same as no control, and it fails in a way nobody reports — the visitor simply leaves.
Was
The first screen said what they build, never who for. Sector and size lived on a page the homepage did not link to.
Now
Packages, prices and who each one is for are on the homepage, in the reading path rather than one route away.
Qualification is not a filter applied after interest. Someone who cannot tell whether this is for them does not become interested and then check — they stop.
Was
Three self-reported figures with no name, date or link behind them.
Now · unchanged
Unchanged. Still three self-reported figures.
A rebuild can fix a path. It cannot manufacture evidence that does not exist, and dressing the same three numbers in better type would only make them look verified. Naming it as unfixed is the only honest way to leave it.
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