Background
The client was already running search ads, but the landing page loaded slowly, the hero failed to explain the service, and the form was buried. Bounce rates stayed high.
Approach
- 1
Used session data to locate drop-off points, reordered hero content and CTAs
- 2
Compressed images, split scripts, enabled caching — optimized Core Web Vitals
- 3
Added per-page metadata, canonical, FAQ structured data and sitemap entries
- 4
Added a source field to the form to attribute leads between ads and organic search
Results
- First-screen load time cut by ~60%
- Form submission rate improved
- Leads attributable by channel — ad spend now optimizable with data
Tech Stack
Next.jsVercel AnalyticsCloudflareStructured Data
