Turning an Underperforming Website into a Lead-Generating Service

Project focus - Improved a professional services company’s online presence by diagnosing why customers couldn’t find or trust the website and redesigning it as a clear, usable and discoverable business tool.
The Problem - The business offered strong services but its website failed to attract visitors or enquiries. Search engines struggled to understand the site, content did not explain the services clearly, and users lacked confidence in taking action.

The issue was not demand — it was visibility and clarity.

My Role - Analysed website performance and implemented a combined content, technical and usability strategy to improve discoverability and engagement.
What I Did
- - - - Identified structural and technical barriers preventing search visibility
        Clarified service explanations and page purpose
        Redesigned homepage to support user trust and conversion
        Expanded content to answer customer questions
        Improved site speed, mobile usability and navigation
Key Decisions
- - - - Treated search visibility as a communication problem, not just a ranking problem
        Focused on helping users understand services before persuading them
        Combined technical fixes with clearer information architecture
        Designed pages to support action (enquiries), not just traffic
Outcome
- - - - Web health score improved from 54 → 89 within weeks (95 within months)
        383% increase in visitors
        Website became a practical lead-generation tool

Find the result here

"I can identify why a digital service fails to connect with users and turn it into a functional business channel."

Real Case Study:

Driving Site Success Through SEO Enhancements

A professional services business approached Reeya with a pressing issue: their website was underperforming - customers could not find or understand the website. Despite offering exceptional research and consultancy services, their online presence was failing to attract visitors, generate leads, or rank well on search engines. Frustrated and eager to unlock their website's potential, they turned to Reeya for help.

Disclaimer: The name and details of the company in this case study have been changed and this is to keep things private, because the facts are real and the issues, steps taken and outcome are true.

Where

Melbourne, Australia

What

SEO Enhancement

Why

Real-world project

When

End of 2024

Role

SEO Strategist, Researcher, Content Writer, Graphic Designer

The Challenge

Upon analysing their website, Reeya identified several critical issues that were holding them back:

The website’s main problem was not ranking — it was clarity.

Search engines could not categorise the services and users could not quickly understand what the company offered. Improving structure and explanation was therefore more important than increasing promotion.

"The Client's website was significantly underperforming due to a combination of foundational SEO errors, technical issues, and a lack of essential content and user engagement elements. These problems collectively resulted in poor search engine visibility, limited online presence, and a missed opportunity to connect with potential clients."

The Strategies

To address these challenges, Reeya implemented a comprehensive SEO strategy tailored to the client’s needs:

The Result

Reeya's efforts produced positive results for the client:

Website performance saw a remarkable turnaround, moving from a 54 web health score to 89 in weeks through strategic technical and content updates, yielding a 383.33% increase in visitors. This success was compounded by reaching a 95 score within months, highlighting the lasting impact of the implemented changes.

The website became understandable to both users and search engines, turning it into a reliable enquiry channel through clearer structure, improved content, and usability improvements.

This case study represents hours of Reeya's research and design thinking. Do you have any insights to share?

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