“The new website finally reflects the caliber of work we do. We're now getting inquiries from exactly the type of enterprise clients we want to work with.”
LLeadership Team
Closed Loop Center
38%
Lower Bounce Rate
2.4x
Session Duration
40%+
RFP Response Rate
The Challenge
Closed Loop Center advises McDonald's, Starbucks, and Target on circular economy strategy—but their website looked like a nonprofit from 2015. A generic canyon landscape dominated the hero. The value proposition was buried. Impact metrics that could impress any CMO were nowhere to be found.
Visitors couldn't tell if this was a consultancy, a research institute, or an environmental advocacy group. For a firm competing for six-figure enterprise contracts, that ambiguity was costing them credibility at first glance.
Our Approach
We led with what matters to enterprise buyers: proof of impact at scale. We audited their existing content and surfaced the impressive numbers they'd been hiding—3,000+ material assessments, 50+ major brand partnerships, 92% client retention.
The information architecture was rebuilt around their three core services (Research, Design, Build), making it immediately clear what they actually do and how they do it.
The Solution
The new homepage opens with "For a Circular Future"—a positioning statement that's both aspirational and specific. Below it, a bento-grid layout showcases impact metrics, client logos, and featured case studies without requiring a single scroll to understand who they are.
We replaced the moody landscape imagery with clean, editorial photography of actual circular economy work. Every section now answers: *"Why would a Fortune 500 sustainability director choose you?"*
The Results
Engagement:
- Bounce rate dropped 38% within 60 days of launch
- Average session duration increased 2.4x as visitors explored case studies
Business Impact:
- Enterprise inquiry quality improved—sales team reported fewer "what do you do?" calls
- RFP response rate from website leads increased from ~15% to 40%+
Client Feedback
“The new website finally reflects the caliber of work we do. We're now getting inquiries from exactly the type of enterprise clients we want to work with.”
— Leadership Team, Closed Loop Center