01 — Problem
The Challenge
TracCom's enterprise clients weren't converting from free trial — the marketing site failed to communicate value to decision-makers who needed ROI justification, not feature lists.
02 — Process
My Approach
Ran a messaging audit and competitive teardown. Redesigned the site architecture around buyer intent stages: Awareness → Evaluation → Decision. Introduced trust signals, case study previews, and a friction-free demo CTA.
03 — Outcome
Results
Trial-to-paid conversion increased 34%. Average time-on-site up 52%. 'Schedule Appointment' CTA became the primary lead source within 60 days.
Tools & Technology
FigmaWebflowHotjarHubSpot
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