If you’re like most marketing leaders my team and I work with, you know your website could be performing better — but the idea of a full redesign feels overwhelming. Website redesigns are expensive, can take months, and probably require more internal bandwidth than you have.
And worst of all? They don’t always guarantee better results.
Fortunately, you don’t need a full website redesign to increase website conversions. In many cases, targeted, strategic updates to specific pages can deliver meaningful improvements in performance — without blowing up your budget or your timeline.
In this post, I’m sharing three real website optimization examples that show how to:
And to help illustrate what's possible at different levels of investment, I’ve ordered these mini-case studies from simpler, lower-effort updates to more complex, higher-impact improvements.
Impact level: Low effort, high leverage
Funnel focus: Top of funnel (TOFU)
Primary goal: Improve website performance and content discoverability
Client website: https://thelabelprinters.com/
The Label Printers publishes a lot of high-quality educational content. Their blog is a critical top-of-funnel asset that supports SEO, thought leadership, and early-stage buyer education.
But their blog listing page was working against them.
The original page:
Even though the content itself was strong, the experience of accessing that content wasn’t.
When your blog listing page is slow or overwhelming, visitors don’t explore — they bounce. That undermines your ability to increase website conversions later in the funnel.
Instead of redesigning the entire blog or replatforming anything, we focused on a very contained optimization project.
Key changes we made included:
This was not a visual overhaul. It was a performance- and UX-driven change designed to help users find relevant content faster — and to help search engines crawl the site more efficiently.
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The Results:
The impact on website speed was dramatic:
Improving website speed is important for SEO because:
This is a great example of how improving website performance at the TOFU level supports long-term conversion goals without touching a single product or sales page.
You can’t increase website conversions if people never make it past the first click.
Optimizing TOFU pages like blog listings:
Small optimizations projects like this may not be glamorous – but even foundational improvements drive meaningful impacts.
Impact level: Moderate effort, direct business impact
Funnel focus: Bottom of funnel (BOFU)
Primary goal: Increase website conversions from high-intent visitors
Client website: https://www.clear.sale/
ClearSale’s primary Contact Us page is one of the most important pages on their website. It’s where high-intent prospects raise their hand to talk to sales. But despite its importance, the page was severely underperforming:
In other words, the page existed — but it wasn’t doing its job.
As part of a broader website improvement initiative, we prioritized this single, high-impact page and treated it as a standalone website conversion optimization project.
Key changes we made included:
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As mentioned, this was just the first phase of a larger website roadmap — but even on its own, we were thrilled this project created meaningful movement.
Within two months of launching the new page layout, performance data dramatically improved:
This is what it looks like when BOFU optimization strategies are aligned with sales reality.
If you want to increase website conversions, BOFU pages are where clarity pays off fastest.
Bottom-of-funnel pages like Contact Us and Schedule a Demo pages typically have the highest conversion leverage, making them ideal targets for budget-friendly optimization. Small improvements at the bottom of the funnel can:
This kind of optimization is powerful when budgets are tight and teams are under pressure to deliver results fast.
Impact level: Higher complexity, broader impact
Funnel focus: TOFU → MOFU → BOFU
Primary goal: Improve clarity, messaging alignment, and conversion readiness
Client website: https://letscatapult.org/
Catapult’s homepage had grown cluttered and confusing over time. Visitors struggled to understand:
The homepage tried to do too much — and as a result, it didn’t do enough of anything well.
We realized this wasn’t just a design issue; it was a messaging and positioning problem that affected every stage of their funnel.
Rather than launching a full redesign (which their thinly stretched in-house team didn’t have the bandwidth for), we focused on a tightly defined homepage overhaul, specifically intended to deliver quick wins:
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Importantly, this wasn’t about making the homepage “prettier.” It was about helping the home page do its job more effectively.
Homepage optimization projects like this are some of our favorite projects to work on, because the results can span the client’s entire organization:
In many organizations, this kind of work is a prerequisite for later conversion gains elsewhere on the site.
When your homepage lacks clarity, every other optimization effort has a ceiling.
A clear, well-structured homepage improves conversion performance across the entire funnel by aligning visitor expectations right from the first interaction. These improvements can:
This is a bigger lift — but it pays dividends over time.
If there’s one thing these examples demonstrate, it’s this:
Smart website optimization strategies outperform big redesigns when time, budget, and bandwidth are limited.
Whether you’re trying to increase website speed, improve website performance, or increase website conversions, the most effective path forward is often:
If you’re not sure where to start, look at these usual suspects: