The challenge
A 37-product cybersecurity portfolio across 19+ web properties — the main site, 13 international sites, and 5+ product domains — and a website built to inform rather than convert. Traffic was the scoreboard, so the site grew busier without getting more effective. High-intent buyers couldn't find the right product, and the path from landing to lead was leaking at specific, measurable points.
The approach
I treat the website as a system I can diagnose and fix, not a set of pages that describe products. Working from session-replay and behavioral analysis — Amplitude and Microsoft Clarity, tied to GA4 — I isolate where real high-intent users drop. Then I fix the exact blockers, restructure navigation and information architecture so buyers can find the right product, and standardize reusable page components so improvements compound. Every change is measured against leads and pipeline, not pageviews.
The work
Four moves, run as one system across the site.
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Findability and navigation came first: I restructured the information architecture and turned static labels into real navigation, with a persistent solution map and sticky datasheet CTAs so high-intent visitors reach the right product. I consolidated structure where it had sprawled — the News & Media Center redesign took three overlapping pages and made them one clear, newest-first feed with a press kit and a single media contact. I standardized reusable page components (Key Takeaways, Table of Contents) built for both human readers and AI extraction, so every new page meets the bar. And I set a URL-classification standard that keeps a 37-product, 19+-property site coherent as it grows.
The results
Navigation and information architecture restructured across a 37-product catalog so high-intent buyers reach the right product and datasheet.
The News & Media Center redesign consolidated three overlapping pages into one clear feed with a press kit and media contact.
Standardized, reusable page components built for both human readers and AI extraction — quality that scales across the site.
GA4 and Amplitude tie web experience to MQLs, SQLs, and first-touch pipeline, so the site is optimized against revenue, not traffic.
When you watch how people actually convert, the fixes are specific — mechanics and findability on the highest-intent paths, not another redesign for its own sake. And the payoff shows up in channel quality: search visitors convert well above the site average, proof the site should be built to catch intent, not just traffic.