Web Design Project
Website
Transformation
UX & Information Architecture
Redesigning the website to improve user experience, simplify information, strengthen content structure and drive measurable business results.
Impact at a glance
+72%
Increase in organic sessions vs before
+58%
Increase in engaged sessions vs before
+41%
More page views per session vs before
-37%
Decrease in bounce rate vs before
+34%
Increase in conversion rate vs before
About the project
The website was outdated, cluttered and hard to navigate. Users struggled to understand what the business does and who it helps. Information was scattered and services were hard to find.
I redesigned the website with a clearer structure, focused messaging and a modern user experience to drive measurable results.
A clearer experience that helps users understand, trust and take action.
Key outcomes
- Significant growth in organic traffic and engagement
- Higher user interaction and deeper sessions
- Lower bounce rate and improved user retention
- Increase in conversion rate and goal completions
- Stronger content structure and user experience
- Mobile-first, fast and SEO-optimised website
- Data-driven decisions and measurable impact
Technologies & tools
Research & discovery
Understanding the problem
Combined analytics, user research and competitive analysis to identify what was holding the website back.
User research (Key insights)
- Users struggled to quickly understand what we do and who we help.
- Information was scattered across too many pages.
- Services and case studies were hard to find.
- Content didn't clearly communicate value or results.
Analytics snapshot (Before)
Organic Sessions
2,842
Bounce Rate
72%
Avg. Session Duration
00:59
Pages / Sessions
1.62
Conversion Rate
0.7%
Goal Completions
18
Before
Key finding
Users couldn't quickly understand our value or find the information they needed. We needed a clear structure, focused messaging and a better experience.
Competitive analysis
- Clear value proposition above the fold.
- Strong use of social proof and case studies.
- Simplified navigation and content hierarchy.
- Clear CTAs on every key page.
- Fast, mobile-first experience.
Design solution
A better structure. A better experience.
I simplified the information architecture, designed a user-first experience and created a modern, conversion-focused website.
Information architecture
Design principles
Clarity
Clear messaging and structure
Simplicity
Less clutter, more focus
Relevance
Right content for right users
Trust
Social proof, credibility signals
Action
Clear CTAs at every step
Wireframes (Key pages)
The transformation
After | Veenak International (Parent)
Features & technical improvements
- Mobile-first responsive design
- Optimised page speed / Core Web Vitals
- Improved SEO structure and metadata
Results & impact
- +72%Organic sessions
- +58%Engaged sessions
- +41%Page views per session
- -37%Bounce rate
- +34%Conversion rate
Veenak Veterinary Supplies
Features & technical improvements
- Responsive website design across desktop & mobile
- SEO, GEO & AEO search visibility optimisation and AI discovery
- Conversion-focused UX & enquiry journey improvements
Results & impact
- +200%Conversion increase
- +33%Additional CRO uplift
- +30%Website traffic
- 99%Website performance
- +86%Social engagement
Doris Care Services Inc.
Features & technical improvements
- Website design, UX & information architecture
- SEO & organic/local search optimisation
- Website performance & speed optimisation
Results & impact
- +66.4%Lead-generation events YoY
- +123.1%Closed-chat conversions
- +20%Page-view events
- Top 5Target keyword visibility
- 100%GTmetrix performance
Clinic Experts Ltd.
Features & technical improvements
- Multilingual website experience for international audiences
- SEO structure, content and search optimisation
- Core Web Vitals & technical performance optimisation
Results & impact
- 93%Structure score
- +166%Website sessions YoY
- +600%Google organic sessions YoY
- +2,300%Bing organic sessions YoY
- +1,981%AI search queries by page
Supporting evidence
Performance & Analytics Evidence
Selected performance indicators across traffic, engagement, search visibility, website performance and conversion activity.
[Note: Data sourced from Google Analytics 4, Google Search Console, WIX Analytics, PageSpeed Insights and GTmetrix]
Marketing Performance Scorecard
Evidence-based assessment of marketing, SEO, acquisition, engagement and conversion performance for Veenak Veterinary Supplies | Veenak International (Parent).
Key takeaway
A clear structure, meaningful content and a better user experience led to stronger engagement, more conversions and measurable business growth.