📍 Background

Consultadd Inc., a U.S.-based tech consulting and staffing firm, faced a critical marketing roadblock: a newly redesigned corporate website—delivered by an external agency—was underperforming drastically. Despite its modern aesthetic, the site suffered from poor technical foundations, broken mobile usability, and zero lead generation capabilities.
The website's slow performance, high bounce rate, and technical SEO issues not only hurt visibility on search engines but also damaged user trust and brand perception. I was brought in to lead a full-scale recovery and rebuild of the digital experience, from discovery to deployment.

🚨 The Challenge

The website was not just ineffective — it was actively costing Consultadd leads and credibility. The key issues identified during the discovery audit included:
• ❌ Failed Core Web Vitals: Cumulative Layout Shift (CLS), Largest Contentful Paint (LCP), and Time to Interactive (TTI) all below standards
• 📉 High Bounce Rates: Over 70% bounce on mobile pages
• 🐌 Slow Load Times: Mobile loading over 6.5 seconds on average
• 🔍 SEO Technical Debt: Missing alt tags, poorly structured metadata, broken internal links, and no sitemap
• 💸 Lead Leakage: No conversion funnels, unclear CTAs, and no HubSpot CRM integration
• 🔁 Content Confusion: Cluttered navigation and unclear information hierarchy caused friction across user journeys
The project required not just a redesign but a conversion-driven rebuild with measurable performance goals

🧠 Strategy & Solution

The goal was to transform the broken site into a fast, user-focused, and conversion-ready platform.
🔍 Phase 1: Discovery & Planning
• Performed a comprehensive SEO and UX audit using Google Lighthouse, PageSpeed Insights, SEMrush, and Screaming Frog
• Mapped out user behavior flows and engagement drop-offs via heatmaps and session recordings
• Collaborated with leadership to align KPIs around speed, retention, and lead generation

🔧 Phase 2: Execution & Optimization
Web Development & UX Fixes:
• Partnered with a new dev team to implement a mobile-first, fully responsive design
• Streamlined page architecture for easier navigation and clearer service segmentation
• Designed modular, high-converting landing pages with bold CTAs and short inquiry forms
• Built mobile UX standards using accessible fonts, CTA spacing, and improved load prioritization

Technical SEO & Performance:
• Fixed render-blocking JavaScript and enabled lazy loading
• Compressed and optimized all media assets and removed unused CSS
• Structured on-page SEO (title tags, schema, image alts, internal linking strategy)
• Set up a clean XML sitemap and robots.txt, submitted to Google Search Console

Analytics & Funnel Integration:
• Integrated Google Analytics 4 (GA4), Google Tag Manager (GTM), and HubSpot to track form submissions, CTA clicks, and scroll depth
• Mapped out user journeys and set up conversion tracking dashboards for real-time funnel insights

📈 Results (Pre-Launch)

The rebuilt site demonstrated clear improvements across all core metrics even before the official launch:
- ✅ Core Web Vitals: Passed on both desktop and mobile
- ⏱️ Mobile load time improved by 40% (6.5s → 3.9s)
- 🔻 Bounce rate dropped from 70% to 55%
- 📈 Organic visibility improved due to structured SEO fixes
- 🧲 Fully functional lead capture system deployed via HubSpot
- 📊 30+ pages optimized and submitted for indexing (from 6 broken URLs previously)

✅ Final Outcome

The redesigned website created a high-performance foundation for Consultadd’s digital marketing strategy. With faster load times, streamlined content, and full conversion tracking, the platform became campaign-ready and scalable — supporting service pages, ad traffic, and SEO all in one ecosystem.
This project demonstrated how a data-led rebuild can transform a non-functional website into a revenue-generating digital asset — aligned with both brand and business goals.

🧰 Tools & Technologies Used

• Performance & UX: Google Lighthouse, PageSpeed Insights, Screaming Frog, Hotjar
• SEO & Content: SEMrush, Yoast SEO (CMS-based), Google Search Console
• Analytics & Tracking: GA4, Google Tag Manager, HubSpot CRM
• Design & Dev: Figma (UX Wireframing), Developer Handoff, Mobile-First HTML/CSS