2026
THE CRO & UX AUDIT + THE WEBSITE REFRESH
National Home Services Brand [Confidential]
A 6-month UX strategy and landing page optimization engagement, working directly alongside a performance marketing agency's CRO team.
This engagement was completed under a confidentiality agreement. Client and agency names are withheld in accordance with contractual obligations. The work and methodology described are my own.
Overview
A 6-month UX strategy and landing page optimization engagement, working directly alongside a performance marketing agency's CRO team.
I was brought in as a UX strategist to audit and redesign a high-traffic landing page for a national home services brand, embedded directly within the agency's CRO team to identify conversion blockers and deliver a fully rethought user experience.
The Challenge
The landing page was receiving significant traffic but underperforming on conversions. At the center of the page was a quiz feature designed to guide users toward the right product, but it was creating friction rather than value. Users weren't completing it, and those who did weren't converting at the rate the business needed.
Beyond the quiz, the page had deeper structural issues: weak visual hierarchy, unclear messaging, and a layout that wasn't moving users toward action. The agency needed a strategic partner who could come in, audit with rigor, and redesign with both UX thinking and performance outcomes in mind.
The Engagement
Phase 1: The Audit
I conducted a full UX audit of the existing landing page, evaluating every element systematically — visual hierarchy, messaging clarity, CTA placement and effectiveness, page flow, and the quiz experience end to end.
Every finding was documented and backed by UX heuristics and principles. Results were organized into a priority matrix, structured by urgency and ease of implementation, so the team had a clear, justified roadmap for every change that followed. Nothing was subjective. Every recommendation had a reason.
Phase 2: Rethinking the Quiz
The quiz was the centerpiece of the page and its biggest liability. Rather than patching the existing experience, I rethought it entirely — the purpose, the structure, the questions, the flow, and critically, what value it actually delivered to the user at the end and how it connected back to the product.
I developed multiple strategic directions, mapped out the full user journey for each option, and presented them to the team with clear rationale. We aligned on the approach that best served both the user and the business objective before a single pixel was moved.
Phase 3: Design & UI
With strategy locked in, I moved into full page redesign. Visual hierarchy, messaging framework, imagery direction, layout, and UI were all redesigned to reduce friction, build trust, and move users toward conversion.
All deliverables were development-ready and handed directly to the agency's internal dev team for implementation.
The Result
A fully realized, development-ready redesign of a high-traffic national landing page, delivered across a structured 6-month engagement.
Key Outcomes:
Full high-fidelity wireframes of the redesigned landing page, ready for development handoff
Complete rethink of the quiz experience including updated structure, flow, and user journey, designed to reduce friction and increase completion rates
End-to-end journey map documenting how users move through the page and interact with the quiz relative to the product
Updated messaging framework and copy direction aligned to the target audience and conversion goals
Imagery and visual direction recommendations to strengthen hierarchy and brand alignment
Ongoing strategic collaboration throughout, with weekly working sessions ensuring every decision was aligned, documented, and justified before moving forward
Every recommendation grounded in UX heuristics and tied to a specific performance outcome, giving the development team a clear, confident foundation to build from
Visual assets from this engagement are confidential and not available for public display. Process artifacts including the audit framework, priority matrix, and journey mapping documentation are available upon request for qualified agency partners.
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