How we work Case Studies · 2026

Principles that show up on
every rebuild.

Before the case studies, the short version of the playbook. These are the tactics we bring to every project. Three rebuilds follow, with three different outcomes.

★ Featured tactic
The CTA principle

A visible CTA for every level of awareness.

Every visitor arrives at a different point on the awareness ladder. The site has to have an obvious next step for each of them, on every page, without making them scroll to find it.

Cold · Researching
“I’m comparing options”

Needs a low-commitment next step. Pricing guide, service page, case study, or a quick calculator. Not ready for a quote form yet.

Warm · Evaluating
“I’m narrowing it down”

Needs proof and specificity. Reviews, warranty detail, project gallery, and a “talk to someone” path that feels human instead of high-pressure.

Hot · Ready to buy
“Book me in”

Needs the direct path. Free estimate, schedule a call, start the quote. The primary CTA. Always one click away, no matter where they are on the page.

The rule

No matter what page a visitor lands on, how far they’ve scrolled, or where they are on the awareness ladder, the right next step should always be visible. Sticky nav CTAs, in-section CTAs matched to the content around them, and softer secondary CTAs for people who aren’t ready yet.

The rest
The playbook

Other principles we bring to every project.

Speed is a feature

A page that loads slowly erodes trust before the content can even land. Core Web Vitals aren’t a nice-to-have. They’re the foundation every other conversion tactic is built on.

Trust signals on the path

Reviews, warranty language, case studies, and credibility markers belong on the landing pages that paid traffic hits. Not buried on an About page three clicks deep.

Brand carries through to conversion

The moment a visitor clicks “Get a Quote” and the experience changes tone, font, or feel, trust drops. Conversion paths should look and feel like the rest of the brand.

Ad traffic deserves its own pages

Paid traffic converts best on dedicated landing pages with no navigation, one CTA, and trust signals front and center. Sending ads to service pages wastes ad spend.

★ The principle, stated
“The one tactic that shows up on every project: every page has to have a visible CTA for every level of awareness the visitor might be at. Cold researcher, warm evaluator, ready buyer. They all need a next step that matches where they are, without scrolling to find it.”
Case study · Park City, UT Performance · Domain migration

A full rebuild & domain migration.
Viotell Metal Concepts → Viotell.

Dark, cluttered Divi site on a 12-syllable URL, rebuilt from the ground up. GTmetrix went from E (41%) to A (100%), page weight dropped 87%, and we migrated the domain with no downtime and only a brief dip before rankings climbed past the old site.

E / 41%
A / 100%
GTmetrix grade
+59% performance
3.7s
458ms
Largest Contentful Paint
−3.2s · 8× faster
10.9MB
1.38MB
Total page weight
−87% lighter
364
23
Network requests
−341 requests
Side-by-side

Homepage: before & after

Same business, same services, same reviews. A different front door, and one that converts.

⟵ Before viotellmetalconcepts.com
Old Viotell Metal Concepts homepage
  • ✕Dark, dated Divi template. Feels like a 2017 WordPress site
  • ✕Small hero logo floating over a roof video. No clear value prop above the fold
  • ✕Generic “Thinking About Re-Roofing?” wall of text, no hierarchy
  • ✕Tiny 5-star reviews, partner logos treated like an afterthought
  • ✕Loads heavy assets and sliders that nobody reads
After ⟶ viotell.com
New Viotell homepage
  • ✓Editorial hero: “Park City Roofing & Metal Fabrication Experts.” Instant clarity
  • ✓Clean typography, mountain home imagery that matches the premium offer
  • ✓Service cards (Fabrication · Roofing · Wall Panels · Ornamental) one click from hero
  • ✓Trust stack: logos, testimonial, case study, 4-step process, all on a fast page
  • ✓Strong CTA structure: “Get a Quote” in nav + inline CTAs throughout
Deeper pages matter too

Service & partner pages

Rebuilds aren’t just a homepage coat of paint. Every page a lead lands on has to carry the brand and the conversion logic.

⟵ Before: Services page
Old Viotell roofing services page
  • ✕Dark Divi theme, generic “Roofing” banner, no clear value prop
  • ✕Opens with a wall of intro copy and no hierarchy or scannable structure
  • ✕Project photos dumped into one undifferentiated gallery grid
  • ✕No inline CTAs or quote path anywhere down the page
After ⟶ Roofing Services page
New Park City Roofing Services page
  • ✓Dedicated service page with sidebar nav routing to every service
  • ✓SEO-ready content blocks (metal roofing benefits, FAQ, materials)
  • ✓Inline “Get a Free Quote” CTAs + a sticky partner call-to-action
  • ✓Page structure mirrors how buyers actually research
Hard numbers

GTmetrix: side-by-side performance

Same test location. Same browser. Only the site changed.

Viotell GTmetrix comparison: old site vs new site
Metric Old site
viotellmetalconcepts.com		 New site
viotell.com		 Improvement
GTmetrix GradeE (57%)A (100%)+43 points
Performance Score41%100%+59%
Structure Score82%99%+17%
Largest Contentful Paint3.7s458ms−3.2s (8× faster)
Total Blocking Time1.3s0ms−1.3s (eliminated)
Cumulative Layout Shift0.050.01−0.04
Total Page Size10.9 MB1.38 MB−9.5 MB (87% lighter)
Total # of Requests36423−341 requests
↗ Domain migration
No downtime, no rankings lost

Viotell’s original domain was a mouthful. We moved them from viotellmetalconcepts.com to a clean, memorable viotell.com, with zero downtime during the cutover and only a minimal, temporary dip in rankings before they climbed back above where the old domain was sitting.

viotellmetalconcepts.com → viotell.com
★ The story, in one breath
“Park City roofing, custom metal fabrication. Before: dark, slow, cluttered. After: clean, fast, ranked. GTmetrix went from E to A. Page weight dropped 87%. LCP went from 3.7 seconds to under half a second. And we migrated their domain from viotellmetalconcepts.com to viotell.com with no downtime and a quick return to — and past — their previous rankings.”
Case study · In-home medical care Brand continuity · Speed

Unlocking a national brand.
Medical House Calls TN → Medical House Calls.

A trusted regional practice locked into a Tennessee-only URL. We rebuilt the site and migrated the domain, shedding the state-specific handle, reinforcing brand continuity, and taking performance from C (71%) to A (100%) so their hard-won trust could actually reach the visitors who needed it.

C / 59%
A / 100%
GTmetrix grade
+41% performance
1.8s
0.6s
Largest Contentful Paint
−1.2s (3× faster)
2.38MB
629KB
Total page weight
−74% lighter
880ms
0ms
Total Blocking Time
Eliminated
Side-by-side

Homepage: before & after

Regional practice pivoting to a national identity. The site had to carry the weight.

⟵ Before medicalhousecallstn.com
Old Medical House Calls TN homepage
  • ✕Geographic handcuff. “TN” in the URL limits brand to a single state
  • ✕Cluttered hero with multiple competing messages
  • ✕Slower load (1.8s LCP, 880ms blocking) erodes trust before the content lands
  • ✕2.38MB page weight for a content-focused practice site
  • ✕C-grade performance (59%), a poor mobile experience for elderly patient demographic
After ⟶ medicalhousecalls.com
New Medical House Calls homepage
  • ✓Clean, warm editorial hero: “The Nearest Clinic is Where You Are”
  • ✓National-ready identity, no geographic ceiling
  • ✓Perfect Core Web Vitals (LCP 0.6s, TBT 0ms, CLS 0)
  • ✓Lean 629KB page with only 25 requests
  • ✓Performance lets the brand’s trust-building actually reach visitors
Hard numbers

GTmetrix: side-by-side performance

Medical House Calls GTmetrix comparison: old site vs new site
Metric Old site
medicalhousecallstn.com		 New site
medicalhousecalls.com		 Improvement
GTmetrix GradeC (71%)A (100%)+29 points
Performance Score59%100%+41%
Structure Score88%100%+12%
Largest Contentful Paint1.8s0.6s−1.2s (3× faster)
Total Blocking Time880ms0msEliminated
Cumulative Layout Shift0.0990Perfect
Total Page Size2.38 MB629 KB−74% lighter
Total # of Requests12425−99 requests
↗ Domain migration
Brand unlocked, continuity preserved

The original domain locked them into a single state. We migrated to the cleaner, nationally-scalable medicalhousecalls.com. The move increased visibility, brand awareness, and continuity. Performance gains let the practice’s reputation actually land with visitors instead of losing them on a slow page.

medicalhousecallstn.com → medicalhousecalls.com
★ The story, in one breath
“They had all the trust already built — reviews, reputation, established patient base — but their URL handcuffed them to Tennessee and their site was a C-grade performer. We rebuilt the site and migrated them to medicalhousecalls.com. Brand continuity went up, performance went from C to A, and now their trust actually reaches visitors.”
Case study · Timeshare exit · Financial services $2.5M revenue impact

The one with the $2.5M revenue lift.
Wesley Financial Group.

A three-year downward trend in conversions and revenue, reversed. +2% conversion lift, +23% revenue, $2.5M annualized — delivered while traffic was down 30%. Proof that the site, not the top of the funnel, was the leak.

+2%
Conversion rate lift
On lower traffic
+23%
Revenue growth
Reversed 3-yr decline
$2.5M
Annualized revenue impact
From CRO work alone
−30%
Traffic over same period
Revenue still grew 23%
The headline

The story the numbers tell

This isn’t a performance case study. This is a revenue case study.

−30%
Traffic
Organic + paid traffic declined during the same period the work was done
+2%
Conversion rate
Absolute percentage-point lift. A massive swing in this industry
+23%
Revenue growth
On less traffic. The site did more with fewer visitors
$2.5M
Annualized impact
Stopped a three-year downward trend in revenue & conversions
! The number that matters most

Traffic went down 30%. Revenue went up 23%. That’s the definition of a site that’s now pulling its weight. Every visitor is worth more than they used to be. For a paid-traffic business, the site is either multiplying your ad spend or dividing it.

Side-by-side

Homepage: before & after

Sixteen years of business crammed into a cluttered hero. Rebuilt to focus on one story: relief.

⟵ Before wesleyfinancialgroup.com
Old Wesley Financial Group homepage
  • ✕Busy hero competing for attention, no clear emotional hook
  • ✕Multiple CTAs diluting action
  • ✕Conversion path obscured. Prospects weren’t landing on the right message
  • ✕Three years of declining conversions and revenue
  • ✕Industry already skeptical (timeshare exit). Site wasn’t earning trust fast enough
After ⟶ wesleyfinancialgroup.com
New Wesley Financial Group homepage
  • ✓Emotionally-anchored hero speaking directly to timeshare owners
  • ✓Single clear CTA path with survey-validated lead flow
  • ✓Trust signals (case studies, press, team) on the conversion path, not buried
  • ✓Compliance-aware copy that converts without inflating claims
  • ✓Immediate revenue lift that reversed a 3-year decline
Hard numbers

GTmetrix performance (supporting metric)

Performance gains helped, but the real story here is what the copy, flow, and trust stack did to conversion rate.

Wesley GTmetrix comparison
★ The story, in one breath
“Wesley Financial was three years into a downward trend in conversions and revenue. During the project we delivered a 2% conversion rate lift and 23% revenue growth, which works out to $2.5 million annualized. And here’s the important part: traffic actually went down 30% during that same period. So the revenue growth didn’t come from more visitors. It came from a site that finally pulled its weight.”
Closing

“Beautiful design isn’t what you pay for. It’s what your buyer pays you for.”

Three rebuilds, three different outcomes — speed, brand continuity, revenue. The constant is the standard: design and conversion pulling the same direction, neither sacrificing the other.