Business challenges
01
Website generates traffic but no qualified leads
Organic traffic is respectable. Conversion rate is below 1%. Visitors cannot identify what you do, who you serve, or what to do next. The website is an awareness tool that does not convert.
02
CRM and website are completely disconnected
Form submissions arrive as email notifications. Sales manually enters them into CRM. Attribution is impossible. Nobody knows which pages, campaigns, or channels are actually driving pipeline.
03
Simple content updates require a developer
The marketing team cannot update copy, change an image, or add a new case study without raising a development ticket. The website falls behind the business because non-technical staff cannot maintain it.
04
No performance measurement beyond bounce rate
Bounce rate in Google Analytics. That is the only metric tracked. No conversion rate by page, no pipeline attribution by traffic source, no understanding of what the website is actually contributing to revenue.
What is included
Design the information architecture, page hierarchy, and content strategy before a single wireframe is drawn. Every page with a defined purpose, a defined audience, and a defined conversion action. Nothing exists because someone thought it would be nice.
Deliverables
How it works
Discovery
Understand buyer journeys, conversion goals, existing analytics performance, and CRM integration requirements before designing a single page.
Content architecture
Define the page structure, information hierarchy, and conversion goals. Every page must earn its place before design begins.
Design
High-fidelity designs presented for full review before development begins. Mobile-first throughout. No design decisions made during build.
Development
CMS-based build optimised for Core Web Vitals, technical SEO, and content team independence. Tested before staging review.
Launch & CRM connection
CRM integration verified, attribution configured, analytics validated, and Core Web Vitals audit passed before launch sign-off.
Success stories
Our website went from generating 3 qualified leads per month to 22 within 4 months of launch. The difference was not design -- it was content architecture. Celumai restructured every page around a specific buyer question rather than a capability statement.
For the first time our CRM shows the complete source history of every lead -- from first website visit through to closed deal. We can finally see which content and channels are driving real pipeline rather than just traffic.
Healthcare
180% increase in marketing-influenced pipeline
B2B Healthcare Company
Professional Services
300% increase in qualified inbound
CRM Consultancy (60 staff)
Platforms we use for this service
Free resource
Page structure principles, conversion copy framework, and CRM integration checklist for B2B websites designed to generate qualified pipeline.
From our team
FAQ
Ready to start?
We respond within 1 business day with an honest assessment -- no commitment required.
Client results
