When The Collective—a mid-sized social enterprise—reached out to us, they were convinced they needed a new website.
Traffic was flat. Conversions were low. Engagement was all but gone.
“We think our homepage isn’t converting,” they told us.
“We probably need to rewrite everything.”
“We just need a clean redesign.”
We’ve heard this before. And we get it. When the numbers drop, it’s easy to blame what you can see.
But what if the real issue isn’t visual? What if the website isn’t broken—just misused?
The Diagnosis Before the Fix
Instead of quoting them a redesign, we started with Discovery.
In our first few conversations, we asked:
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Who’s visiting the site?
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What are they looking for when they arrive?
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What role does the website play in the buyer journey?
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Are your channels feeding into it, or just orbiting around it?
What we uncovered surprised even them.
What We Found
A “revamp” wouldn’t have fixed these:
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Zero strategy behind inbound traffic: Their newsletters were beautiful, but had no clear CTAs. Their social posts were getting engagement, but pointed nowhere.
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Outdated lead magnets: What was once valuable in 2020 is now noise in 2025.
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Unaligned team expectations: Marketing wanted brand visibility. Leadership wanted donations. Operations wanted fewer unqualified leads. The website was being pulled in three directions.
The site wasn’t the problem—it was the scapegoat.
What We Did Instead
Rather than jump into redesign, we helped The Collective realign.
Through a structured strategy sprint, we:
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Defined a single, clear conversion goal for the homepage
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Created a content architecture that aligned with their audience’s real decision journey
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Audited channels to connect traffic sources to funnel stages
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Designed a revised email strategy to warm up leads before the site ever needed to convert
Spoiler: We updated only 15% of the website. The homepage got a headline tweak. The form got shorter. The rest? Stayed the same.
The Results (90 Days In)
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47% increase in homepage conversion
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3x more subscribers from email
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60% improvement in time-on-page from social traffic
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And most importantly, internal alignment on what success looked like
What This Teaches Us
Your website is important—but it’s not a magic fix.
Before you commit to a revamp, ask the harder questions:
Are we using it right?
Are we sending the right traffic to it?
Are we clear on what “working” even means?
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