Case Study

Agency Website Redesign + Rebuild

Agency: Gatesman | Credit: Creative/Digital Teams

UX Strategy · Web Design · Digital Consulting · Umbraco CMS

I led the end-to-end redesign and rebuild of an advertising agency website to transform it from a static digital brochure into a scalable, conversion-focused marketing platform. My role spanned UX research, interface design, digital strategy consulting, and CMS architecture within Umbraco.

The Challenge

The agency’s existing website lacked:

  • Clear service positioning

  • Structured conversion funnels

  • Engaging case study presentation

  • Scalable CMS architecture

  • Performance optimization

The site generated traffic but failed to convert consistently, and internal teams struggled with content management limitations.

Wireframes

Low-fidelity and mid-fidelity wireframes were developed to establish layout hierarchy, service prioritization, and conversion flow before moving into visual design. These wireframes focused on simplifying navigation, clarifying messaging blocks, and structuring case studies for scannability. By validating structure early, we reduced design revisions and ensured every page aligned with defined business goals and user intent.

Wireframes also helped align stakeholders on functionality, content placement, and CTA strategy before development began in Umbraco.

Web Style Guide

A comprehensive web style guide was created to maintain visual consistency and scalability. This included:

  • Brand typography hierarchy

  • Color system and accessibility ratios

  • Button states and CTA styling

  • Grid systems and spacing rules

  • Image treatment and case study formatting

The style guide ensured brand consistency across marketing pages while allowing flexibility for future growth and campaign landing pages.

User Persona Development

To guide strategic decisions, I created primary and secondary user personas based on agency target clients. These included marketing directors, startup founders, and mid-sized business owners seeking performance-driven advertising solutions.

Each persona outlined goals, frustrations, budget considerations, and decision-making triggers. This allowed the website structure to prioritize proof, clarity of services, and measurable outcomes—ensuring messaging resonated with high-intent visitors and improved qualification quality.

Information Architecture & User Flow Mapping

Clear information architecture was critical in restructuring the site. I mapped user journeys from entry points (organic, paid, referral) through service exploration to conversion.

This allowed us to eliminate unnecessary friction, reduce click depth, and strategically position high-value content. The refined structure directly supported improved engagement and lead submission rates.

Usability Testing & Iteration

Post-wireframe and pre-launch testing sessions were conducted to validate navigation clarity, CTA placement, and content comprehension. Feedback revealed opportunities to simplify service descriptions and strengthen proof sections.

Iterative improvements were made prior to launch, resulting in a more intuitive browsing experience and measurable reductions in bounce rate after deployment.

My Approach & Contributions

UX & Strategy

  • Conducted stakeholder discovery sessions
  • Mapped user journeys and conversion paths
  • Rebuilt information architecture
  • Defined Web Style Guide
  • Defined service-first navigation structure

UI & Visual Design

  • Designed a modern, scalable design system
  • Developed mobile-first layouts
  • Structured case studies around measurable results
  • Optimized CTA hierarchy across high-intent pages

Umbraco CMS Architecture

  • Created custom content models
  • Built reusable modular components
  • Structured SEO-friendly page templates
  • Improved backend usability for marketing teams

Let's Talk Metrics

Performance & Conversion Improvements

After launch, the redesigned site delivered measurable impact:

  • +42% increase in average session duration
  • +38% improvement in contact form submissions
  • +27% increase in service page engagement
  • -35% reduction in bounce rate
  • +48% faster page load speed
  • 60% reduction in content publishing time for internal team

The new structure clarified messaging, strengthened brand authority, and improved lead qualification.

 

Business Impact

The website evolved into a scalable marketing engine that:

  • Supports paid ad landing pages
  • Showcases results-driven case studies
  • Converts higher-intent traffic
  • Supported Internships, and allowed them to be apart. 
  • Enables internal teams to publish without developer bottlenecks

The platform now functions as a growth asset rather than a static presence.

The Results

This redesign positioned the agency’s website as a strategic growth tool rather than a static portfolio.

By combining UX research, performance-focused web design, and scalable development within Umbraco, the platform now supports marketing initiatives, improves lead quality, and empowers internal teams with full content control. The result is a modern, conversion-driven digital experience built for long-term scalability, measurable impact, and continued business growth.
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