Improve ABC Finance’s online performance by turning underperforming ad spend and organic traffic into a reliable lead engine. The focus was on building trust, directing paid traffic to conversion-focused pages, and maximising return on ad investment by creating tailored landing pages.
I redesigned the website and created bespoke landing page templates with a clear CRO framework. Each page was stripped of unnecessary content and rebuilt around precise messaging, strong offers, and compelling CTAs, following sales principles such as AIDA and PASO.
Ad traffic was separated from organic traffic to protect the SEO value of high-ranking “money pages” while ensuring paid clicks landed on optimised conversion journeys.
To maintain consistency across every touchpoint, I also produced branded social ad collateral that reinforced trust and recognition throughout the funnel.
Within nine months, ABC Finance’s conversion rate rose from 6% to 25%, delivering a 20X return on ad spend. Cost per click dropped to one-fifth of their benchmark performance, significantly improving efficiency and revenue.
The Managing Director described the redesign as “so successful it actually caused a problem” due to the increase in leads.
ABC Finance now benefits from a stronger lead pipeline, improved conversion efficiency, and scalable systems for future growth.
"The redesign has gone so well it’s actually caused a problem for us! [...] We wish we had more resource to run more ads for more work."
Gary Hemming
Managing Director, ABC Finance
"We've been getting consistent 25% conversion through the new site. Same product, same pricing... more expensive in some cases. The new site has transformed things."
Gary Hemming
Managing Director, ABC Finance
