When an operations consultant came to us with a beautiful but broken website, we rebuilt it around one principle: clarity converts. Here's exactly what we changed.
Marcus is an operations consultant who helps manufacturing companies reduce waste and improve efficiency. He's been in the industry for 20 years. His results are exceptional. His referrals are strong.
His website was generating 2-3 inquiries per month.
After our rebuild, he's averaging 10-12. That's a 340% increase—without spending a dollar on ads.
Here's exactly what we changed and why it worked.
The Starting Point
Marcus had invested $8,000 in a custom website from a respected design agency. It was visually stunning: bold graphics, smooth animations, impressive photography.
It was also completely failing to convert.
The Problems We Identified
1. Clever headline, zero clarity
The headline read: "Operational Excellence Reimagined"
Beautiful words. But after 5 seconds, visitors had no idea:
- What Marcus actually did
- Who he helped
- What results they could expect
2. No social proof above the fold
Marcus had worked with Fortune 500 companies. But you'd have to scroll for 30 seconds to find any evidence of that.
3. Too many CTAs competing
The homepage had: "Book a Call," "Download the Guide," "Read the Case Studies," "Watch the Video," and "Subscribe to Updates."
When everything is important, nothing is.
4. Services page that listed features
Twenty bullet points of capabilities. Zero focus on outcomes. Visitors couldn't tell what was relevant to their situation.
5. Hidden contact form
The "Contact" page had a 12-field form asking for budget, timeline, company size, challenges, goals, and more.
Each field was another reason to abandon.
The Strategy
Our approach was simple: clarity at every touchpoint.
Principle 1: The visitor should understand exactly what Marcus does within 5 seconds of landing on any page.
Principle 2: Social proof should appear before visitors have a chance to doubt.
Principle 3: One clear next step, repeated consistently.
The Changes
Homepage Overhaul
Old headline: "Operational Excellence Reimagined"
New headline: "Cut Manufacturing Waste by 30% in 90 Days—Guaranteed"
New subhead: "Operations consulting for manufacturing leaders who are tired of leaving money on the production floor."
Immediately clear: what, who, outcome, timeline.
Added above the fold:
- Client logos (Caterpillar, 3M, Siemens)
- One strong testimonial with specific results
- Single CTA: "Book Your Free Efficiency Audit"
Services Page Restructure
Instead of listing 20 capabilities, we created three clear packages:
- Efficiency Audit (Entry point)
- For: Leaders who want to identify opportunities
- Investment: $5,000
- Outcome: Detailed roadmap of efficiency gains
- 90-Day Implementation (Core offer)
- For: Companies ready to execute
- Investment: $25,000-50,000
- Outcome: 30%+ waste reduction, guaranteed
- Ongoing Optimization (Retainer)
- For: Companies who want continuous improvement
- Investment: $5,000/month
- Outcome: Sustained gains and staff training
Each package page addressed specific objections and included relevant case studies.
Contact Page Simplification
Old: 12-field form
New: Embedded Calendly with 3 qualifying questions
The three questions:
- What's your role?
- How many employees at your facility?
- What's your biggest operational challenge?
That's it. Friction eliminated.
Trust Signals Throughout
We added proof to every page:
- Logo bar on homepage and services
- Specific result metrics in headers
- Video testimonials (two clients agreed to record)
- "As featured in" with industry publication logos
The Results
Before (Monthly Averages)
- Website visitors: 1,200
- Inquiries: 2.5
- Conversion rate: 0.2%
After (Monthly Averages)
- Website visitors: 1,400 (slight SEO improvement)
- Inquiries: 12
- Conversion rate: 0.85%
Lead increase: 340%
But here's what matters more: the quality of leads improved dramatically.
Before, Marcus spent hours on calls with unqualified prospects. Now, the qualifying questions filter out poor fits, and the clear pricing on the services page sets appropriate expectations.
His close rate on calls went from 20% to 45%.
The Math
Before:
- 2.5 inquiries × 20% close rate = 0.5 new clients/month
- Average project: $35,000
- Monthly revenue from website: $17,500
After:
- 12 inquiries × 45% close rate = 5.4 new clients/month
- Average project: $35,000
- Monthly revenue from website: $189,000
That's not a typo. The website went from generating $17,500/month to $189,000/month.
Annual impact: Over $2 million in additional revenue.
Key Takeaways
- Clarity beats cleverness. Every time. Your headline should pass the 5-second test.
- Social proof belongs above the fold. Don't make visitors scroll to trust you.
- One CTA, repeated. Decide what action matters most and focus everything on it.
- Qualification saves time. The right questions filter out bad fits before they waste your calendar.
- Design serves conversion. Beautiful sites that don't convert are expensive decoration.
Want Similar Results?
Start with our free website audit. It will show you exactly what's working, what's broken, and what to fix first.
Or if you're ready for a full rebuild, let's talk:
*Kindred builds websites that book calls. Marcus's story isn't unique—it's the result of applying proven conversion principles to consultant websites.*
Written by
Shruti Sonali
Founder of Kindred Web Studio. Helping B2B consultants turn their websites into client-generating machines through conversion-focused design.
Get in touch