Artem Basiuk
CRO & design expert
for B2B marketing

August Health's site was built by a strong third-party studio, and it looked great. People praised it and the feedback was positive. But it was never built to convert. Once marketing campaigns started, that became the problem. The question was how to make it perform.

I started with a full audit of every website page and every ad landing page. The goal was better results through quick, targeted, high-impact changes, with no rebuild. I ranked every finding by impact and effort, so the quick wins came first. After reviewing the audit, the client decided to hand the optimization to me as well. We adjusted the plan together, set the order of work, and started with the first stage.

First I removed the small but critical flaws that were dragging every metric down. I started with the HubSpot form integration, which made the form impossible to submit on some screen sizes. Then page speed, then the animation, which I simplified so it stopped interfering with conversion, and the navigation, which had no primary CTA. These changes alone cut bounce rate and lifted form completion before anything was redesigned.

There was no demo page at all. Every CTA opened a popup form, so the request had no URL behind it. In B2B several people approve the decision, and they need something to forward to a colleague. A popup gives them nothing. So I built a dedicated book a demo page and simplified the path to it: a CTA in the header of every product page, a CTA at the end of every page, clearer navigation and proper cross-linking between product pages.

The homepage also received paid traffic, so I treated it as a landing page. I moved social proof above the fold and put case studies and results directly on the page. Then I set up a way to test different structures and found the version with the best balance of length and value for the buyer.

Last, I set up a landing page engine for ads, not just a set of templates. It covers every stage of the funnel: awareness, consideration and conversion. The sections are modular, so the marketing team assembles a campaign page from proven blocks, matches the message to the ad, and launches it the same day. Every test result goes back into the blocks, so the engine gets better with each campaign.

The old site was built by Hanover Park's own in-house team. A redesign was planned before a funding round, and the new site had to support the growth after it: more campaigns, more pages, more tests. Before starting, they wanted an independent review. The goal was to know which mistakes not to repeat, and how to make the new site outperform the old one.

The team that built the old site was too close to it to see why it underperformed. I reviewed the site against two goals: conversion rate, and the resources it took to run it, publish new pages and test landing pages. I wrote every finding as a rule for the new site, not as a complaint about the old one. That became the brief.

Sometimes less is better, and this was that case. The old site was full of complex illustrations, several typefaces, many colors and heavy section layouts. All of it cost time on every new page and performed worse than simpler solutions. So I opened the brief with a list of what to avoid, and what to do instead.

The old site had no system behind its pages and sections. I made this a key part of the brief: simplify the site structure, avoid third and fourth level pages, simplify navigation, and build a library of reusable components the team can assemble new pages from.

The old demo page had many sections, extra links, full navigation and a long form. I recommended the opposite: one page focused on the form and on the reason to fill it in. Less navigation, fewer sections, a shorter form. Looking back, that single page became the biggest win of the whole redesign.

Limble had the scale of a market leader and the brand of a small startup. Ads ran on landing pages built outside the site, so the message changed at every step toward a demo. I rebuilt it as one system with their team.

I started by auditing the site and the brand, including the ad landing pages their marketing agency produced. The brand looked different in social, on the site and in ads. Paid traffic went to pages that were never built to convert. There were no use case pages, no structure for case studies and weak lead magnet pages. At that scale, inconsistency reads as risk to a B2B buyer.

After the audit I decided to build a solid foundation instead of patching. We started from zero with their team: brand, section structure, site architecture, page templates, social media templates. Every decision was made with conversion in mind, and so the system stays cheap to maintain, easy to manage and simple to scale.

Then we moved the site to Webflow and used what the platform is good at. The whole site is assembled from reusable components, so one change lands everywhere at once and every new page inherits it.

I built a template for each type of page: product pages, use cases, lead magnet landing pages and case studies. The marketing team creates them without a designer or a developer.

The system lets the team build a new page in minutes. They launch tests when they think of them, not next quarter. Adding new products, use cases, case studies and lead magnets works the same way.