Sydney Mitchell required a complete website redesign to address declining user engagement, falling search rankings, and the growing challenges of managing a large and complex library of service pages.
To tackle these issues, eSterling began with an in-depth audit of the existing website, identifying key pain points affecting both user experience and search performance. The team focused on restructuring the firm’s services, improving how they were organised, presented, and navigated across the site. Using insights gathered from the audit, eSterling developed detailed wireframes and interactive prototype designs that directly addressed the core issues, creating a more intuitive user journey, improving content accessibility, and establishing a scalable foundation for future growth.
The goal was to create a new website that makes the most of existing traffic through smart conversion optimisation, while steadily driving growth in new visitors.
Strategy-led discovery & collaboration
A successful redesign required more than a new visual identity. It demanded a detailed understanding of the challenges affecting user engagement, search visibility, and lead generation.
eSterling carried out an extensive discovery and strategy phase, bringing together both SEO and design specialists to analyse the existing website, user journeys, content structure, and performance data. This deep dive uncovered the key pain points behind declining KPIs, including complex navigation, inconsistent service page structures, and barriers preventing users from finding relevant information quickly.
The insights gathered became the foundation of the project, enabling the SEO and design teams to work as a single unit throughout the process. Every decision, from information architecture and content hierarchy to wireframes and user experience improvements, was guided by a shared strategy focused on improving engagement, visibility, and conversion rates.
By making strategy a central part of the day-to-day approach, eSterling ensured that every element of the new website addressed real business challenges, creating a platform designed to support long-term growth and measurable performance improvements.
Knowing the current performance and its shortcomings, lights the way to a better future.
We’re always refining our approach to ensure every pound spent delivers maximum return. With a steady flow of leads and enquiries, the campaign is performing exactly as we intended.
What’s most rewarding for us is seeing the impact on our clients’ businesses. The new website has played a key role in driving real growth.
Together we have achieved the following:
- Increased Average Engagement by 15%
- Increased Key Events by 78%
- Increased Conversion rate from 2.6% to 8.8%
If you’re interested in taking your website to the next level, simply get in touch.
