More conversions
from the traffic
already there
CRO is where design meets data. I read the behaviour, identify where visitors drop off, and build the fixes — landing pages, forms, CTAs, and funnel improvements that turn more visitors into leads.
Typical funnel before CRO work
100%
—
62%
−38%
18%
−44%
11%
−7%
4%
−7%
Most sites have a
traffic problem. But many
have a conversion problem.
Getting more visitors to a site is only half the story. If the landing page buries the CTA, the form has six unnecessary fields, or the hero takes three seconds to load — the traffic doesn’t matter. Visitors leave without converting and the agency gets the blame.
CRO is the practice of systematically fixing that gap. I use behaviour data from Hotjar and Microsoft Clarity to understand exactly where and why visitors drop off — then I build the fixes. Not recommendations handed to someone else. Actual implementation, tested and shipped.
What I deliver
Six CRO services,
one person who builds them
The rarest thing in CRO: someone who can both read the data and implement the solution. No handoff to a separate developer. No recommendations that sit in a document. Just diagnosis and delivery, end to end.
Landing page design & build
Conversion-focused landing pages built from scratch or redesigned from existing pages — with hierarchy, CTA placement, and load speed treated as first-class concerns from the start.
CTA strategy & placement
Calls to action that are clear, well-placed, and earn the click — not just a button at the bottom of a long page. I review what the page is asking the visitor to do and whether the design supports that ask at the right moment.
Form optimisation
Forms are where most conversion funnels collapse. Too many fields, poor error handling, confusing labels, or a submit button that doesn't feel trustworthy — I audit and rebuild forms that actually get completed.
Heatmap & session recording setup
Hotjar and Microsoft Clarity installed, configured, and interpreted — not just dropped onto a site and left running. I set up specific page targets, review the recordings, and surface the insights that actually matter to the next build decision.
Funnel analysis & recommendations
A structured review of a client's conversion funnel — from first landing to final action — identifying the biggest drop-off points and prioritising fixes by likely impact. Delivered as a clear report your agency can present and act on.
A/B testing setup & integration
Configuring A/B testing infrastructure on WordPress — connecting testing tools to specific page elements and ensuring the implementation doesn't compromise performance or SEO. I set up the test, not run the ongoing programme.
How it works
Data in. Improvements out.
No handoff gap.
Instrument & observe
Hotjar or Clarity set up and running on the target pages. Heatmaps, scroll maps, and session recordings accumulate real visitor behaviour — not assumptions.
Analyse & diagnose
I review the data and identify the specific drop-off points, friction areas, and missed opportunities. Every finding is tied to behaviour evidence, not opinion.
Prioritise & plan
Findings are ranked by likely conversion impact against implementation effort. Quick wins go first. Structural changes are scoped as a second phase if needed.
Build & ship
I implement the improvements directly in WordPress — landing pages rebuilt, forms redesigned, CTAs repositioned. Then we measure again and repeat the cycle.
"Page views are up by around 3k, average session duration up 13%, and bounce rate down by 15%. I can only assume the new design has everything to do with that."
Client-reported results post-launch. Individual outcomes vary based on site, audience, and baseline.
How I deliver CRO
Three ways to engage,
one standard of work
CRO work fits into a project at different stages and depths. Here's how I typically structure it — adapt to whatever your client's situation calls for.
Built into
every new project
CRO thinking is baked into every WordPress build I do — landing pages are designed for conversion, forms are built for completion, and CTAs are placed based on how visitors actually behave on similar pages. It's not a separate line item.
One-off landing
page project
A single high-intent landing page — for a campaign, a product launch, or a lead generation push — designed and built from scratch with conversion as the primary goal. Ideal for agencies running paid media who need a page that actually performs.
Ongoing CRO
alongside SEO
Monthly CRO support running in parallel with SEO retainer work — behaviour data reviewed, priority fixes implemented, and the funnel continuously tightened as traffic patterns evolve. The combination of SEO bringing traffic and CRO converting it is where the real compounding happens.
For agency partners
CRO your agency
can sell and deliver
Agencies often win work on design and SEO, then have no strong answer when a client asks why the site isn't converting. CRO is the answer — and I give you the implementation muscle to deliver it, white-label, without hiring a specialist.
Common questions
What people usually
ask about CRO
Do you run the ongoing A/B tests or just set them up?
I set up the infrastructure — the testing tool integration, the variant pages, and the tracking configuration — then hand ongoing test management to your team or the client. Running a test programme requires access to business context I won't always have. The build is mine; the ongoing decisions are yours.
How long does it take to see results from CRO work?
Quick wins from form improvements and CTA repositioning can show up within weeks of launch. Behaviour data takes 4–6 weeks to accumulate meaningfully on lower-traffic sites. Bigger structural changes take longer to measure. I'll always be honest about timelines rather than promising immediate lifts.
Can CRO work be done without a redesign?
Yes — many CRO improvements are targeted interventions rather than full redesigns. Form field reduction, CTA copy changes, trust signal placement, load speed improvements. A full redesign isn't always the answer, and I'll tell you honestly if it is versus if targeted changes will move the needle more efficiently.
Do you need to have built the site to do CRO on it?
No — I can do CRO work on existing WordPress sites I didn't build. I'll need access to the site, the analytics, and the ability to make changes to templates or content. If the site's architecture makes CRO implementation difficult or impractical, I'll flag that upfront.
What's the difference between CRO and just good UX design?
Good UX is informed by best practice and design intuition. CRO is informed by actual behaviour data from real visitors on that specific site. Both matter — but CRO decisions are grounded in what your visitors are actually doing, not what a designer thinks they should do. The combination is where the best outcomes come from.
Can you combine CRO with an SEO retainer?
Yes — and it's the most effective way to structure both. SEO brings more qualified traffic; CRO converts more of it. Running them in parallel creates a compounding effect that neither achieves alone. I offer combined retainers that cover both disciplines in a single monthly engagement.
Ready to turn more visitors
into leads?
Whether it's a landing page that needs fixing or a full funnel that needs rethinking — a short conversation usually makes the problem and the solution clear quickly.