B2B Lead Generation Site Redesign
Discovery-led redesign of a developer-tools marketing site. Organic leads up 3× in the first quarter.
Where Stackwise was stuck.
Stackwise had strong product-market fit but a website that communicated to no-one in particular. The homepage tried to address three distinct buyer personas simultaneously, the pricing page had a 72 % exit rate, and there was no clear conversion path for visitors arriving from organic search. The engineering team was doing the work of a marketing team, patching the site between sprints.
How we solved it.
We began with a two-week research phase: heat maps, session recordings, and five interviews with recent customers to understand why they bought. The new information architecture separated three user journeys: technical evaluators, procurement leads, and executives, each with distinct entry points. The pricing page was rebuilt around a comparison table informed by the objections that sales heard most often. The entire site was built on Webflow, giving the (non-technical) marketing team full editorial control.
Results that matter.
Organic leads increased 3× in the first quarter post-launch. The pricing page exit rate dropped from 72 % to 38 %. Average session duration increased by 2 minutes and 10 seconds. The Webflow CMS has been used to publish 22 new landing pages by the marketing team without any developer involvement.
first quarter
down from 72 %
average increase
by marketing team
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