Analytics-led redesign
A data-led website redesign, delivered in 4 days.
Sales Scalability
salesscalability.ca
- Sector
- B2B Sales Consultancy
- Region
- British Columbia, Canada
- Site type
- Brochure, no ecommerce
- Build
- 4 working days
Direct sessions and total sessions
Direct sessions
+114%
Direct sessions
Visitors arriving by direct intent.
Total sessions
+86%
289 to 538 sessions in the follow-up reporting window.
Canada search clicks and CTR lift
+75%
Search clicks
CTR lift
+86%
5.08% to 9.46%.
Homepage impressions and share of clicks
Impressions
+63%
535 to 873 homepage impressions.
Share of clicks
49% -> 78%
The homepage became the dominant organic entry point.
Branded query position held
1.05 -> 1.03
Query
"sales scalability"
Clicks
+27%
Result
Position 1 protected
Search visibility was protected while branded clicks increased.
Video completion rate climbed from 49% to 88%.
Starts rose from 214 to 491. Completions rose from 105 to 434.
Pre
49%
Post
88%
The redesign
salesscalability.ca, before and after.
measured Sep 15 to Nov 16, 2024
Before
Sep 15-Oct 13, 2024
Original layout. Steady traffic, shallow engagement, video below the fold.
After
Oct 14-Nov 16, 2024
Sharpened hierarchy, video where attention lands, tighter section pacing.
The situation
Traffic that wasn't doing enough, and a ranking nobody wanted to lose.
Sales Scalability had the right ingredients: a clear founder-led offer, useful video content, and existing search demand for the brand. The problem was not whether people could find the business. The problem was whether the website was doing enough once they arrived.
The baseline reports for September 15 to October 13, 2024 showed 132 direct sessions, 52 Google organic sessions, and 17 homepage clicks from Search Console. Video was present, but the behavior was uneven: 214 video starts produced 105 completions, a 49% completion rate.
The site needed a stronger first impression and a cleaner path into the trust-building content, but the branded query "sales scalability" was already ranking at position 1.05. The redesign had to improve the experience without disturbing the search equity that was already working.
How I approached it
Most redesigns start with the layout. This one started with the data.
I treated the analytics as the brief. GA4 showed how visitors were interacting with the page, especially around video starts, progress, and completions. Search Console showed the assets that had to be protected: the homepage, Canada traffic, and the branded query.
That changed the redesign from a subjective visual exercise into a focused rebuild. The priority was to make the homepage work harder for high-intent visitors: clearer hierarchy, faster access to the founder-led proof, fewer distractions before the visitor reached the content that explains the offer.
Four focused days was possible because the reports narrowed the decision set: protect branded search, strengthen the homepage, and make video easier to engage with.
Cadence
Four working days, end to end.
Four-day sprint, measured against the exported baseline
Day 01
Thu
Analytics audit
Mapped GA4 events, traffic channels, Search Console pages, countries, devices, and queries against the baseline.
Day 02
Fri
UX and layout
Rebuilt the homepage hierarchy around the offer, founder credibility, and the video content visitors needed to reach faster.
Day 03
Sat
Content and interaction
Tightened section flow so direct, referral, and search visitors could understand the consultancy without piecing it together.
Day 04
Sun
Ship and validate
QA, measurement checks, and comparison against the September 15 to October 13 baseline reports.
The results
More high-intent traffic, stronger homepage performance, and protected search equity.
We rebuilt the site around the pages and content that mattered most: the homepage, branded search, Canada-based traffic, and video-driven trust. After launch, direct sessions rose 114% and total sessions rose 86%.
Visitors engaged more deeply with the trust-building content: video starts rose 129%, completions rose 313%, and completion rate improved from 49% to 88%.
In the core Canadian market, search clicks rose 75% and CTR lifted 86%. Search visibility was protected as well: the branded query stayed in position 1, moving from 1.05 to 1.03.
The homepage became a stronger organic entry point, with impressions up 63% and its share of page-level clicks moving from 49% to 78%.
Why this matters for your business
Three things to take from this project.
The homepage became the search entry point.
Homepage search clicks grew 65%, impressions grew 63%, and its share of page-level clicks moved from 49% to 78%.
Video did more of the trust-building work.
Video starts rose 129%, completions rose 313%, and completion rate improved from 49% to 88%.
You can ship without gambling rankings.
The branded query stayed in position 1, moving from 1.05 to 1.03 while branded clicks grew 27%.
Direct sessions up 114%. Total sessions up 86%. Video completion 49% to 88%. Canada clicks up 75%. Canada CTR up 86%. Branded position held. Homepage impressions up 63%. Homepage click share 49% to 78%.
Got a site problem you want solved?
Send me the site and tell me what you are seeing. I will come back with a clear plan and a fixed price. Full scope and cost before any work starts. No retainer, no open-ended commitment.
Fixed price. Full scope upfront. No retainer.