Original working note prepared for this website.
Map the current journey.
Follow the path from a relevant landing page to the inquiry. Record missing explanations, competing actions, broken links and unexpected handoffs. Try the same journey on a phone and with a keyboard.
Separate message from mechanics.
A slow page, an unclear offer and a failed form require different solutions. Group your findings into positioning, evidence, usability and delivery before choosing a new layout.
Keep what already works.
Identify useful content, recognizable brand assets and working URLs. Improvement should preserve those foundations. A redesign is not a reason to discard established recognition.
Agree what success means.
Choose observable measures such as completed inquiries and inquiry-to-discovery conversion. Establish a baseline and compare periods with context. A visually improved page is a starting point, not evidence of revenue growth.