Turning Website Traffic into Real Value

The Challenge – From Traffic to Value

Our old website brought people in. A lot of people. But much of that traffic wasn’t aligned to the site’s primary goal, so visitors rarely moved beyond early-stage content or took the next step.

Our Insight content pulled in more than 100,000 top-funnel visits, yet these visitors rarely moved on to discover our services or start a conversation. The funnel was top-heavy, the mid-funnel weak, and the path to leads unclear. We were visible but not converting.

We needed to flip the model. The goal; help genuine prospects find us more easily, understand what we do, and feel confident enough to get in touch. At the same time, we needed a site that showcased our expertise to organisations who had never worked with us before.

Our Approach

We kept the work simple but intentional. Three core changes led the way.

1. A clearer, more focused homepage

We redesigned the homepage to say plainly who we are, what we do, and how we help. Visitors now get immediate clarity and far quicker routes into meaningful content.

2. A stronger service-led structure

We rebuilt the information architecture around services. Prospects don’t have to dig to find what matters. They can jump straight into the areas that match their needs and move more smoothly through their decision-making journey.

3. A smarter approach to SEO

We improved site speed, structured data, and crawlability. We also reworked service content around real search intent. The goal wasn’t to chase traffic spikes. It was to build lasting visibility for the terms that matter most to our clients.

Alongside the design and technical work, we kept the delivery team deliberately small and tightly aligned. Everyone had full access to the data. Everyone understood the goals. Decisions were grounded in evidence, and progress was transparent from day one. That shared commitment was a big part of the success.

The Results

The shift was clear. This wasn’t about more noise. It was about better conversations.

Lead quality and conversion improved

• Qualified in leads doubled
• Conversion rate rose from 1% to 4%, a fourfold increase

You could feel the difference in the enquiries. More relevant. More serious. More aligned with our expertise.

Engagement strengthened

• Engagement rate increased from 45% to 59%
• Visitors spent more time with the content that mattered
• Service pages overtook Insights as the most visited mid-funnel content

People weren’t just arriving. They were staying, exploring and acting.

Search visibility grew where it counts

• The number of keywords ranking in the top 3  increased from 34 to 52
• Position 1 rankings more than doubled from 13 to 28

This gave us stronger authority on the topics prospects care about most.

Traffic shifted from volume to value

Reported traffic dropped—both due to real behavioural changes and updated tracking—Yet the outcome was stronger. Fewer people. Better prospects. A healthier pipeline.

What We Learned

Looking across the last 12 months, the pattern is unmistakable.

1. The old site delivered volume but not value.
2. We’ve proven the conversion engine works.
3. The next opportunity is rebuilding discoverability without losing gains we’ve made.

The big drop in Insights and blog traffic means fewer organisations discover us early in their journey. With Google AI Overviews reducing traditional clicks, the answer isn’t to chase old traffic patterns. It’s to create deeper, more authoritative content that works in both search and generative engines. We want Box UK to be the answer source, not the bypassed link.

Long-Term Value

This first year proves that a service-led site focused on clarity, simplicity and genuine expertise brings in better prospects. We now have a stable foundation for organic growth, stronger mid-funnel performance, and a content strategy ready to evolve for the generative search landscape.

The opportunity ahead is to bring balance. keep the conversion strength while rebuilding visibility through structured, trustworthy and GEO-ready content.