Consultation conversion up 2.5x after relaunch
A website rebuilt around proof and process took consultation-request conversion from 2.1% to 5.3%.
The situation
Hearthstone got respectable traffic from referrals and Houzz but converted almost none of it. High-intent visitors browsed the dated portfolio and left without reaching out.
The problem
The old site buried project photos three clicks deep, never explained the design-build process, and asked for a phone call as the only next step — a big ask for a $100k decision.
The work
Conversion-first rebuild
New site architecture led with transformations, budgets, and process — the three things remodel buyers research.
Proof system
Project galleries with costs and timelines, plus embedded reviews at every decision point.
Low-friction CTA
Replaced 'call us' with a design consultation request form.
The results
Consultation-request conversion rose from 2.1% to 5.3% in the 90 days after launch versus the 90 prior, per analytics. Inquiries rose 64% on flat traffic — the same visitors, converting at 2.5x.
Clients now show up to the first meeting already trusting us. The website did the selling.
