Fewer visitors, more qualified leads: rebuilding boxuk.com around what buyers need

The challenge

Our old website brought in a lot of visitors, but much of that traffic didn’t match what the site was for. Our Insight articles pulled in more than 100,000 visits, yet those visitors rarely went on to look at our services or start a conversation. Plenty of people found us early in their research, and very few took the next step.

We needed genuine prospects to find us more easily, understand what we do, and feel confident enough to get in touch. And the site needed to show our expertise to organisations that had never worked with us before.

Our approach

We made three main changes.

A clearer homepage. We redesigned it to say plainly who we are, what we do and how we help, with quicker routes to the content prospects need.

A service-led structure. We rebuilt the information architecture around our services, so prospects can go straight to the areas that match their needs instead of digging for them.

Better search foundations. We improved site speed, structured data and crawlability, and rewrote service content around what people actually search for. The aim was lasting visibility for the terms that matter to our clients, rather than short-term traffic.

We kept the team small. Everyone had access to the data and understood the goals, so decisions were based on evidence and progress was visible from the start.

The outcome

The new site brings in fewer visitors, and better prospects.

Lead quality and conversion

• Conversion rate rose from 1% to 4%.
• Qualified leads doubled.

Enquiries became more relevant and more closely matched to what we do.

Engagement

• Engagement rate rose from 45% to 59%.
• Visitors spent more time on the content that matters to buyers.
• Service pages overtook Insight articles in visits.

Search visibility

• Keywords ranking in the top three rose from 34 to 52.
• Position 1 rankings more than doubled, from 13 to 28.

What comes next

The big drop in Insight and blog traffic means fewer organisations find us early in their research. With Google’s AI Overviews answering more questions directly in search results, chasing the old traffic patterns is unlikely to work.

So our next step is to rebuild early-stage visibility without losing the conversion gains: deeper, more authoritative content that search engines and AI tools can cite, so Box UK is the source they quote.