What if your website is already attracting potential customers, but you're making it harder than it needs to be for them to take the next step?
It's a problem so many businesses have. They invest in driving traffic, improving their SEO and keeping their website looking fresh, but overlook the things that actually turn visitors into customers.
That's exactly what we uncovered when we started working with The Boutique Workplace Co., a provider of serviced offices, coworking and meeting spaces across five UK cities.
Within 30 days of launching its improved website, monthly booking enquiries had increased from 36 to 119. That's a 230% increase.
But the interesting part isn't just the headline figure. It's what made the difference.
The problem wasn't simply a lack of traffic
Private serviced offices are one of Boutique's most profitable services, so its website needed to make it as easy as possible for prospective customers to find and enquire about the right space.
The existing website had evolved over several years, with a complicated structure and limitations that were affecting the customer experience.
Visitors could express an interest in an office, but they couldn't easily see what was available, how much space they could get or what it would cost.
Every enquiry effectively started from scratch. And if Boutique didn't have a suitable space available, the conversation often ended there.
There was an opportunity to do much more than just generate enquiries. The website needed to help people find the right workspace, while giving Boutique a better understanding of what prospective customers were actually looking for.
Finding the gaps before jumping into a redesign
Rather than going straight into design and development, we started with a detailed assessment of Boutique's digital performance.
We identified three key areas where improvements could make a difference:
- Conversion: The website collected interest without gathering enough information to qualify it. Every enquiry started from nothing, and there was little opportunity to progress people who couldn't immediately be matched with an available space.
- Customer experience: Visitors couldn't see what was genuinely available. Property inventory was managed separately from the website, meaning customers had to enquire and wait for someone to check.
- Messaging: Years of accumulated content had made the website complicated. The offer needed simplifying so visitors could understand what was available and find the information relevant to them.
These weren't isolated problems. They were connected parts of the same customer journey. Fixing the website's appearance alone wouldn't solve them.
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The solution started with the data behind the website
One of the biggest challenges was something visitors would never see: Boutique's property inventory.
Its workspace information was managed in spreadsheets that the website couldn't access.
We could have started by designing a new search experience, but without addressing the underlying data, we'd simply have been building something that looked better without necessarily working better.
Instead, we tackled the inventory first.
We then developed an API integration with Boutique's Yardi system, bringing live property and workspace information directly into the website.
This automatically synchronises details including:
Available spaces and property information.
Workspace size and capacity.
Pricing.
Amenities and facilities.
With this information connected, visitors can now search and filter workspaces based on what's genuinely available, rather than submitting an enquiry and waiting to find out.
It's a good example of why successful digital experiences aren't just about what happens on the screen. The data, systems and technology behind them are just as important.
The results: 230% more monthly enquiries
Within 30 days of launching the new website, monthly booking enquiries had increased from 36 to 119.
But when we looked more closely at the results, we found something particularly interesting.
Website visits increased by 37%. That's a positive result in itself, but it doesn't explain the scale of the enquiry growth.
Based on the previous website's conversion rate, the additional visitors alone would have generated around 49 enquiries.
Instead, the new website generated 119.
In other words, around 40% of the increase came from more people arriving at the website, while approximately 60% came from more visitors deciding to enquire once they were there.
That's the difference between simply getting more traffic and making your digital presence work harder.
There were other improvements, too:
43% increase in organic sessions, helping more potential customers discover Boutique through search.
47% increase in average engagement time, suggesting visitors were spending longer interacting with the website.
230% increase in monthly booking enquiries, from 36 to 119.
Search growth wasn't even the primary objective of the project. It was an additional benefit of addressing the underlying website structure and building the experience around the information customers actually needed.
A website launch isn't the finish line
It's tempting to see a new website going live as the end of a project. But digital performance isn't something you fix once and forget about.
The first 30 days gave us an encouraging picture of what had changed. The next step is to keep measuring how people use the website, the enquiries it generates and, importantly, the quality of those opportunities.
We'll review performance again at 90 days to understand what's continuing to improve and where there are still opportunities to make the journey better.
As Adam Nickson, Marketing Director at The Boutique Workplace Co., explains:
"Our work with Dawn democratises everything. Business owners can find, view and price up exactly what they want, across all 37 of our workplace locations. We are thrilled and delighted. They integrate so well with our other partners and suppliers, it makes everything very easy."
Could your website be working harder?
Boutique's results demonstrate something worth considering if you're responsible for digital performance: sometimes the biggest opportunities aren't found by spending more on traffic or starting again with a completely new website.
They're found by understanding what's stopping people from taking the next step.
It could be disconnected systems, missing information, confusing messaging, unnecessary steps or functionality that simply isn't doing what customers need it to.
At Dawn, we help businesses identify these gaps and prioritise the improvements that will make the biggest commercial difference.
Our approach looks beyond individual marketing activities to understand how brand, digital and customer experience work together to influence business performance.
Because a website shouldn't just look good or attract visitors. It should help your business win more customers.
Want to find out what's holding your digital performance back? Get in touch with Dawn and let's look at where the opportunities are.
