Website Strategy & Optimisation
A clearer offer and a better journey from visit to action.
I help service businesses, ecommerce brands and digital products understand their visitors, communicate their value and improve the journey to enquiry, signup, booking or purchase.
Start with a focused review, set the direction for a redesign or migration, or work with me on ongoing website improvement.
When I can help
Your website attracts visitors but too few take the next step.
People struggle to understand your offer or whether it fits their needs.
Ads, search results and landing pages set different expectations.
You're planning a redesign or migration and need clear requirements.
You need someone to prioritise improvements and coordinate the work.
What I can take ownership of
Customer research & journey diagnosis
Understand visitors' needs, expectations and objections through research, feedback and behavioural data. Review the journey from traffic source through landing pages, forms, booking or checkout to find friction and unanswered questions.
Website strategy & structure
Define the role of the website, its priority audiences and the journeys it needs to support. Plan navigation, page hierarchy and search-informed content priorities around customer needs and business goals.
Redesign & migration planning
Create a clear brief covering customer journeys, site structure, content, page mapping, redirects and measurement. Work with designers and developers through delivery and launch.
Positioning, messaging & content
Clarify who the offer is for, why it matters and what visitors need to understand before acting. Improve value propositions, page structure, copy and proof.
Conversion & continuous optimisation
Improve landing pages, service pages, product pages, forms and checkout flows. Develop recommendations, copy and wireframes, coordinate implementation and assess what changed.
Typical deliverables
Depending on the project:
An evidence-based review with annotated screenshots
A prioritised improvement plan
Messaging and copy recommendations
A sitemap, page outlines and wireframes
A redesign or migration brief
A measurement and experimentation plan
Selected results
Autobuddy AU
Cost per conversion over 30% lower than the control
A new journey for the company's finance funnel.
Sayulita Life
24% more enquiries
Website improvements based on user and customer research, UX and conversion changes, new customer journeys to convert, AI search and new messaging.
“Anita was very helpful in designing a new page for our finance funnel. The design improved and cost per conversion fell over 30% from the control variant.”
“Ani helped Sayulita Life improve key parts of our website and direct-booking journey, including the homepage, search experience, location pages and private-property pages. Her diagnostic, competitor and market research, conversion architecture and implementation guidance gave us a clear direction for the rebuild. The work contributed to a meaningful increase in direct enquiries, and I’d gladly recommend her to travel businesses looking to improve their online conversion experience.”
What clients say
“I worked with Anita over several years across direct-to-consumer e-commerce brands. She was a trusted external partner on CRO, UX, experimentation, and Shopify optimization, consistently bringing thoughtful, data-driven recommendations and a structured approach to improving conversion and the overall user experience. Anita was proactive, easy to work with, and someone I could rely on to turn insights into clear, actionable initiatives around organic acquisition and conversion.”
Ways to work together
Journey diagnostic & optimisation roadmap
Find the main obstacles from first visit to enquiry, sign up, demo booking or purchase, and agree a prioritised roadmap of what to improve first.
Ongoing optimisation support
A regular cycle with your team: research, prioritisation, delivery, experiments where they're appropriate, and a review of what changed before the next cycle.
Website strategy, redesign & migration
Define the direction and requirements, then guide the work through delivery and launch.
FAQ
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I work with your designer and developer, or with partners you already use. My part is the strategy, research, structure, copy and low wireframes, and I coordinate the work through delivery and launch. I can bring design capacity upon request.
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I have worked on custom code products or websites, Squarespace, Wordpress, Webflow, Shopify, Magento etc. Most of the work, from research and messaging to journeys and page structure, doesn’t depend on the platform.
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Access to your analytics and, where relevant, Google Search Console, ad accounts and any testing or session-recording tools. Past customer research, feedback, and sales or support notes are useful too. If there’s little research to start from, we can plan interviews or surveys as part of the work.
You need to fill in a kick off questionnaire.
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Yes, when there’s enough traffic and a clear question for a test to answer. When there isn’t, research, usability testing and before-and-after measurement are often a better fit. I mostly work in your existing tools, such as analytics, testing and session-recording platforms, so the data and set-up stay with you. I also use some tools of my own for research and analysis where they help.
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Yes. Search has been part of my work for years, including leading SEO at Lastminute Travel Group and Telerik by Progress Software. I look at whether people can find you through search and AI answers, such as ChatGPT, Perplexity and Google’s AI Overviews, and whether the page they land on matches what they were looking for.
Tell me about your website
What isn't working, and what do you want visitors to do?