How a five-page rebuild increased consultation requests 164%

Northbound Studio, an architecture firm, came to us with a site that looked polished but wasn't converting. Traffic was steady. Consultation requests were not.

The diagnosis

The homepage led with a full-screen project photo and no headline for eight seconds of scroll. The "Contact" link was buried in a mega-menu next to six other items of equal visual weight. There was no single, obvious next step for a visitor who'd already decided they liked the work.

What changed

• Replaced the photo-first hero with a headline stating what the firm does and for whom, plus one button: "Book a consultation"
• Removed four navigation items that existed for internal reasons but meant nothing to visitors
• Added a proof section directly below the fold — three real projects with one-line outcomes, not a full portfolio grid
• Repeated the same consultation CTA at the bottom of every page, worded identically every time

The result

Consultation requests rose 164% over the following quarter, with no change in ad spend or traffic volume. The lift came entirely from visitors who were already arriving — the site just stopped losing them.