As a business owner, your website is probably one of the biggest marketing investments you’ve made, and rightly so. Half of internet users use website design as a factor to formulate their opinion on a business (Clutch) and 88% won’t return to a site after a bad experience (NAU). Simply having an online presence is no longer enough – a poorly designed or confusing website could be doing your brand more harm than good.
That’s the bad news. The good news is that, with some fine-tuning and expert help, you probably don’t need to fork out for a whole new site. A conversion rate optimisation (CRO) strategy that takes your main business goals into account – and works with what you’ve got – can transform your website performance, and tie it in with your other marketing activity in the process.
I take a practical, data-led approach to CRO, combining analytics, user behaviour and clear thinking to improve performance. My service covers everything from user journey analysis and on-page improvements to testing, content refinement and ongoing optimisation.
“Éowyn’s helped us with more things that I can remember but the real stand-out services are creating & curating our blog – brilliantly capturing our tone of voice as a company – and our newsletters, which consistently drive traffic to our website and feel representative of who we are & what we do.”
Client Services Director
Global B2B Consultancy
Why websites fail
Many websites don’t convert because they’re built around assumptions rather than real user behaviour. What seems clear internally isn’t always obvious to a new visitor, which can lead to confusion, hesitation or drop-off.
Messaging is often another issue. If it’s too vague, too generic or doesn’t clearly communicate value, users won’t feel confident taking the next step. Similarly, unclear calls to action or overly complex journeys can make it harder for people to act, even if they’re interested.
There’s also often a disconnect between marketing channels and the website itself. If the experience doesn’t match what users expect based on an ad, search result or email, trust is quickly lost.
Finally, many businesses don’t use the data available to them. Without analysing behaviour and testing improvements, the same issues persist – and conversion rates stay lower than they should be.
Why what I do works
Average Visits p/m via Blog Articles
2,260
Strategic Content Marketing (B2C)
Increase in Organic Traffic
+ 96%
Content Marketing & SEO (B2B Consultancy)
Revenue From Email
+ 78%
Content + Email Marketing (Ecommerce)
CRO starts with understanding how people are actually using your website. I’ll review your analytics, user behaviour and key journeys to identify where people are dropping off, hesitating or not taking action.
From there, I’ll prioritise improvements based on what’s most likely to have an impact. That might include refining messaging, simplifying navigation, improving calls to action, or making changes to layout and structure. Often, it’s not about major redesigns, but small, well-informed changes that remove friction and make it easier for users to convert.
As a senior marketer, I can work independently with minimal input, translating insights into clear, actionable improvements. I combine analytical thinking with strong copywriting, ensuring changes not only make sense structurally but also persuade and engage.
Over time, we test and refine. By tracking how changes affect behaviour – whether that’s clicks, conversions or engagement – we build a clearer picture of what works. CRO is an ongoing process, and the real value comes from continuous improvement rather than one-off changes.