Building the Case for a Site Revamp

CallHub’s website was pulling in 2–3 million visits a year—our largest touch-point by far. But the site hadn’t kept pace with our brand’s growth. Content was spread across 50+ pages, design was inconsistent, and the overall experience felt fragmented.

I knew the website could do with a full revamp—but with a lean marketing team of just seven people, asking for a site-wide overhaul was a tough sell. The leadership’s concern was clear: it would demand significant time and resources without guaranteed ROI.

So I approached it strategically. I prioritized 10 pages based on traffic. Pages where traffic was not too high, but not so low either that getting a decent sample size would take too long. By selectively redesigning those first, I could both focus our limited resources and create a test case for impact. We also used Matamo to A/B Test different designs of sections to optimize for scroll depth and conversions. We were able to demonstrate measurable improvements in engagement—much needed evidence that helped shift internal buy-in. Only then did we get the green light to push for a broader, site-wide revamp.