Cribonix, Agency Website
Agency Website Case Study
I rebuilt the agency website narrative to clearly communicate offer, proof, and conversion paths for better lead quality.
About Cribonix
Cribonix is a marketing agency, and its website is the top of its sales funnel: it has to state the offer, show proof, and route a visitor to a discovery call. This case study covers rebuilding that narrative for lead quality rather than traffic volume.
The problem
The Cribonix site described the agency thoroughly and its offer barely. Visitors left before they found a reason to start a conversation, and the ones who did convert were poorly qualified.
User pain
- Visitors could not quickly understand service specialization.
- Proof content existed but lacked narrative sequencing.
- CTAs were generic and not tied to decision stage.
Business pain
- High traffic did not convert to qualified calls.
- Offer clarity gaps increased low-intent inquiries.
- Founders spent time filtering weak leads.
Product gap
- No clear message hierarchy above the fold.
- Case proof lacked context and business outcome framing.
- Conversion path was not role or intent aware.
What I owned
Owned
- Product strategy, user flows, and information architecture
- Wireframes, interaction model, and high-fidelity UI
- Validation synthesis and iteration decisions
- Developer handoff with behavior states and edge cases
Collaborated
- PM on scope, sequencing, and KPI alignment
- Engineering on technical feasibility and state visibility
- Stakeholders on domain constraints and rollout priorities
Out of scope
- Backend implementation and infrastructure changes
- Pricing, growth campaigns, and sales operations
- Post-launch paid acquisition strategy
The results
+36%
service page CTA clicks
-33%
homepage bounce rate
+28%
qualified discovery call requests
Visitors understood relevance and value faster. Proof and CTA structure improved journey continuity. Lead quality improved with fewer low-intent inquiries.
The approach
I re-ordered the pages around the buyer's questions rather than the agency's org chart, which is what the previous structure had quietly been built from.
Discover
Mapped user and business friction through interviews, workflow audits, and benchmark analysis.
Prioritize
Ranked opportunities by impact on activation, task success, and decision confidence.
Design
Built IA, interaction patterns, and high-fidelity solutions with clear state behavior.
Validate
Tested critical flows, measured drop-offs, and iterated before development handoff.
The decisions
The calls that shaped the product, with what each one cost. Anything crossed out here was a real option at the time.
Decision 1: Value proposition placement
Visitors took too long to identify who the agency serves.
Considered
- Portfolio-first
- Offer-first
- Founder-story-first
Chose
Offer-first with direct audience and outcome statement
Gave up
Reduced hero visual dominance
On what evidence
First-click tests showed confusion in first 10 seconds
What happened
Bounce rate dropped by 33%
Decision 2: Proof architecture
Case studies looked good but lacked decision relevance.
Considered
- Gallery grid
- Problem-impact cards
- Timeline layout
Chose
Problem-impact cards with role and metrics
Gave up
More content discipline required
On what evidence
Lead interviews asked for outcome proof before contact
What happened
Qualified calls increased by 28%
Decision 3: CTA progression
Same CTA repeated across different user intents.
Considered
- Single CTA
- Intent-based CTA stages
- Form-only CTA
Chose
Intent-based CTA progression across sections
Gave up
More CTA variants to maintain
On what evidence
Scroll maps showed premature exits before contact section
What happened
CTA click-through improved to 19%
The work
Offer, proof and next step now appear in that sequence on every service page, with one conversion path instead of four competing ones fighting for the same click.
Offer clarity
State audience, value, and proof in first viewport.
Proof section
Shift from visual showcase to business-outcome storytelling.
Conversion stage
Match CTA intent to visitor decision readiness.
Targets, set up front
Metric
Baseline
Target
Result
Measured in
Homepage bounce
Baseline 61%
Target <45%
Result 41%
4-week post launch
CTA click-through
Baseline 14%
Target 22%+
Result 19%
interaction analytics
Qualified calls
Baseline 18/week
Target 22+/week
Result 23/week
sales intake
Outcomes in detail
Higher content engagement
More mid-funnel progression
Better lead efficiency
Reflection
What worked
Role + impact framing converted better than image-first sections.
What to improve
Add industry-specific landing variants for key segments.
Next experiment
Test interactive case-study selectors by business stage.
Vinit Chaudhary
I'll personally review your brief and get back to you within two hours.
Product Designer
Contact
I usually respond to all digital enquiries within 2 business hours.
Let's Work Together.
Reach out today and let's craft designs that elevate your brand to the next level.