AI search sends less traffic that arrives further along the buying journey. That changes what a landing page has to do — and most were built for a visitor who hadn't already read a summary about you.
Conversion pages were largely designed for a cold visitor who found you through a search result and needed educating from scratch. That visitor is becoming rarer. The one arriving now has often already read an AI summary comparing you to two competitors, and lands with specific questions rather than general curiosity.
That inverts the page's job. Long educational preamble that used to build interest now creates friction, because they already have the context. What they need is the specific detail the summary couldn't give them — real pricing, real limits, real proof — and a fast path to acting on it.
The other half of this is mechanical. Slow pages lose informed, impatient visitors quickly, and the same performance work that helps them helps the crawlers feeding the assistants that sent them.
Two different problems that look similar in a conversion report.
Best for: Sites with reasonable traffic where specific pages measurably underperform their peers.
Best for: Sites where conversion is weak across many pages, which usually means the journey is the problem.
Four areas, prioritised by measured friction rather than by what's interesting to redesign.
LCP, CLS, and response times under real conditions. Informed visitors have less patience, and the same work improves what bots receive.
Whether the specific things a researched buyer needs — pricing, limits, integrations, security — are actually on the page rather than behind a form.
Form length, required fields, unnecessary steps. Every field removed reliably lifts completion, and enrichment can fill the gaps afterwards.
The specific doubts your sales team hears, addressed on the page. A pre-researched buyer arrives with objections, not questions.
Diagnosis, implementation, and testing — plus the front-end work that makes both possible.
Analytics, session data, and heuristic review to find where visitors actually drop, rather than where someone assumes they do.
Core Web Vitals and real-world speed work, measured under bot and browser conditions since both matter now.
Rebuilding key pages for a pre-researched visitor — proof and specifics first, education second, clear action throughout.
Cutting fields to the minimum that qualifies, restructuring multi-step flows, and fixing the validation issues that silently kill submissions.
Structured A/B testing prioritised by measured friction, with honest reporting on tests that didn't work.
Implementation across your stack, built so pages render server-side and stay crawlable — CRO that breaks retrieval is a bad trade.
What a pre-researched visitor needs varies substantially by how you sell.
Self-serve buyers arrive knowing your competitors' pricing. A gated pricing page is now a bigger friction point than it used to be.
Buying committees arrive needing evidence to justify a shortlist internally. Gated case studies actively block that.
Shoppers arrive having compared options. Missing specifics — sizing, materials, delivery, returns — send them back to the assistant.
Buyers want process, cost range, and timeline before contacting. Firms routing every question to a form lose the ones who wanted to self-qualify.
Every engagement runs the RON Loop — diagnose, map, build, prove — then repeats it monthly.
Analytics, session recordings, and heuristic review to locate where visitors actually drop — usually not where the team assumes.
We assess what a pre-researched visitor already knows on arrival and what the page wrongly assumes they don't.
Performance work, page rebuilds, and form simplification, implemented so pages stay fast and server-rendered.
Structured testing prioritised by measured friction, with honest reporting including the tests that failed.
Performance work, server-side rendering, and clear information architecture improve conversion and AI retrieval simultaneously. The one real tension — gating information for lead capture — is a business decision we'll help you make deliberately.
The questions clients ask us most before starting. If yours isn't here, ask us directly on a consultation call.
Because traffic volume is falling on informational queries while intent per visit rises. If fewer people arrive and they're further along, each visit is worth more and wasting it costs more.
The same conversion rate on less traffic means less revenue. Improving conversion is often the fastest available offset.
For most SaaS and B2B, yes or partially. Buyers arriving from AI research often already know competitor pricing, and a gate reads as evasion rather than qualification.
It also affects AI visibility directly — models can't cite pricing they can't access, so you get omitted from cost questions entirely.
Fewer than you have. The reliable pattern is that every removed field lifts completion, and most of what teams collect up front could be enriched afterwards or asked in the first call.
Start with email plus whatever genuinely routes the lead, and enrich the rest.
Occasionally, and we flag it when it does. Gating content for capture helps leads and hurts AI visibility. Heavy interactive elements can help engagement and hurt rendering.
We surface those tradeoffs rather than optimizing one metric silently at the other's expense.
Many sites don't, honestly. Below a few thousand conversions a year, most tests won't reach significance in a useful timeframe.
Where that's the case we do sequential improvements grounded in diagnosis rather than pretending underpowered tests are conclusive.
Usually. We work across common frameworks and CMSs, and where we can't implement directly we write specs your engineers can act on.
We insist on one thing: changes must not break server-side rendering. CRO that makes the page invisible to crawlers is a bad trade.
Performance and friction fixes often show within weeks. Structured testing programmes take a quarter or more to produce reliable compounding gains.
We front-load the changes that don't need testing to justify them — nobody needs a test to prove an 11-field form is too long.
Diagnosis and a rebuild of key pages is typically a fixed-fee project in the mid four to low five figures. Ongoing testing programmes sit inside a retainer.
Development effort is the main variable. Detail is on our pricing page.
We'll diagnose where visitors actually leave, what your pages wrongly assume they don't know, and what it costs you per month.
No commitment · 45 minutes · Immediate value