Turning an Overloaded Landing Page Into a Strategic Funnel
Turning an Overloaded Homepage Into a Strategic Funnel
Gordon’s site was trying to do everything at once. Visitors were bombarded with info, diagrams, and every possible service — leaving them confused, disengaged, and unlikely to take action.
We streamlined everything to support real-world sales conversations: Restructuring the homepage to highlight core services, showcase podcast content, and guide visitors toward a clear lead magnet and newsletter signup.
My role
(Founder, Logish.co)
Campaign Type
+ Phased Rollout
(supports networking leads)
Core Deliverables
Homepage UX restructure;
Lead magnet concept & setup
Business Impact
Long-term re-engagement;
Credibility with decision makers
Before
The Problem
Before we started, Gordon’s website was trying to do too much and ended up doing very little.
Every page was packed with info, overlapping service descriptions, and unclear next steps. For visitors coming from his podcast, LinkedIn, or a networking event, there was no focused journey or obvious reason to stay engaged.
What Gordon really needed was a way to turn real-world trust into digital momentum. The people he met were often warm leads but the website didn’t support that trust, guide them to act, or give them a way to stay in touch.?
Key issues included:
- Overloaded homepage: Every document and service lived upfront, creating instant overwhelm
- No clear offer hierarchy: Retreats, workshops, and facilitation services blended together
- No lead magnet or capture flow: Nothing to re-engage visitors post-event or podcast
This meant even visitors who were curious or already aware of Gordon’s work often hit a wall, unclear about what to do next or how to continue the conversation.
He improved the style and searchability of many of my key service pages, and he also helped me understand what my clients want to see when they click on my website.
Strategic Approach
Our work began with a marketing audit of Gordon’s full online presence (i.e. LinkedIn, YouTube, website and blog) to assess what was working, what wasn’t, and where opportunities were being missed.
From there, we took a phased execution approach, focusing on areas with the highest impact, anchored on warming interest and building credibility with decision-makers he connected with through networking.
Key strategic moves:
- Clarity-first: Simplified his messaging to spotlight what he does best, making it easier for visitors to “get it” without digging.
- Trust Anchoring: Built instant credibility by weaving podcast episodes and testimonials into key spots across phased pages.
- Warm Lead Conversion Pathways: Mapped out a simple route from visitor to email subscriber, built specifically to support Gordon’s networking follow-ups.
- Phase Rollout for Momentum: Tackled things in manageable phases to fit his workflow, starting small and building trust with each step.
- Simple Funnel Strategy, No Tech Overload: Focused on simple conversion mechanisms without burdening him with complex systems, while still enabling capture and re-engagement.
Process & Deliverables
Want a repeatable system like this?
Comprehensive Marketing Audit
Assessed Gordon’s digital presence (LinkedIn, YouTube, homepage, blog) to uncover friction points, content gaps, and missed conversion opportunities.
Strategic Funnel Restructure (Homepage)
Mapped a user journey designed to align with Gordon’s real-world networking flow, from initial visit to lead capture.
This included restructuring the homepage to guide visitors by intent (e.g., podcast listener, event attendee, warm referral), and implementing a booking flow that surfaces availability without locking him into fixed call slots, supporting pre-qualification before deeper engagement.
Homepage Repositioning
Refocused the homepage to clearly communicate his most valuable offers, reduce noise, and embed trust cues (podcast features, testimonials), helping first-time visitors self-select their next step.
Lead Magnet Development & Delivery
Helped shape a relevant lead magnet aligned with Gordon’s expertise and audience pain points. Designed the opt-in experience to collect warm leads.
Service Page Refinement
Cleanup of service pages to reduce cognitive load and better match user decision states, but execution paused due to bandwidth and shifting priorities.
Executive Wins
Results
While comprehensive tracking wasn’t in place, early signs pointed to meaningful improvements.
The homepage now better supports Gordon’s in-person networking, helping warm leads quickly understand his offerings and self-select into the right next step. A simple lead magnet floe is also now live, providing a scalable way to nurture interest and deepen future client relationships.
Homepage engagement spiked with a 410% increase in interactions.
Page views rose 22%, boosted by podcast traffic and clearer messaging.
New lead magnet system enabled interest capture for the first time.
Revised layout made Gordon’s expertise clearer to prospects.
What This Could Mean for You
The Fix Starts With Seeing the Problem
If people aren’t taking action, it’s usually friction.
Unclear pages. The wrong message. No obvious next step.
That’s why I start with an audit to see what your audience sees, spot the gaps, and find where interest falls off.
I now use this approach to help founders, coaches, and service businesses build systems that earn trust and get found by people, search engines, and AI.
Let’s Map What Actually Moves the Needle
I help expert-led brands uncover what’s holding their marketing back, and what to fix first.
