Northwind had a product people wanted and a homepage that got in the way. In six weeks we rebuilt both the message and the machine — and watched new signups double.
The challenge
Their site tried to explain everything at once. Visitors landed, got overwhelmed, and left before they understood the one thing Northwind did best. Conversion had flatlined despite steady traffic.
What we did
- Re-positioned the product around a single, confident promise.
- Rebuilt the homepage so every section laddered up to that promise.
- Stripped the signup flow to the fewest steps that still qualified a lead.
- Instrumented everything so we could see what actually moved.
The results
- New signups doubled within six weeks of launch
- Median page load dropped to under half a second
- Homepage bounce rate fell by roughly a third
The rebuild paid for itself before the quarter was out.