UX CASE STUDY |WEBSITE DESIGN | CONSULTING INDUSTRY
FROM ZERO TO
Conversion
2.7K+
Monthly Organic Traffic
8th
Google Rankings for Target Keywords
4.9%+
Conversion Rate
View All Work
OVERVIEW
RESEARCH
SOLUTION
RESULTS
CLIENT
Circular Futures Group | Consulting Company
ROLE
UX/UI Designer | Team of 2
DURATION
8 Weeks
YEAR
2025
DELIVERABLE
End to end web design, SEO & Development
OVERVIEW
The Challenge
Circular Future Group was entering a highly competitive waste management consulting market with a new website. The challenge wasn't simply creating an attractive interface, it was designing an experience that helped busy commercial decision-makers quickly understand complex services while building trust in a brand with little established market presence.
Through stakeholder discussions and competitor analysis, two key challenges emerged.
Challenge 01
Busy users were overwhelmed by dense industry content
Waste management services often involve technical terminology, regulatory information and lengthy service descriptions. Most visitors were facility managers, procurement teams and business owners who wanted answers quickly rather than reading large amounts of text.
Heavy content made it difficult to scan pages, understand service offerings and identify the right solution, increasing the risk of users leaving before taking action.
Challenge 02
A new market entrant needed to earn visibility and credibility
As a new consultancy, Circular Future Group had little online authority compared with established competitors. Without strong search visibility, potential clients were unlikely to discover the business organically.
The website also needed to support how people increasingly search today not only through traditional search engines, but also through AI-powered search experiences that prioritise well structured, trustworthy content.
Tools & Workflow
Research & Analysis
Google Form, GA4 & SEMrush
Design & Prototyping
Figma & AI tools
Web Development
Squarespace
RESEARCH & ANALYSIS
Key Findings
Through a review of 10 competitor websites, we identified three recurring issues:
Many competitor websites attempted to communicate expertise through large volumes of content, but this often created friction by forcing users to read extensively before understanding the service offering or next steps.
Keyword Gaps
In high-intent service areas, creating opportunities to improve organic visibility.
Mobile Performance
Often caused by large images, complex page structures, and heavy page weight.
Text heavy Content
Making information difficult to scan and increasing cognitive load for users.
UX Opportunity
These findings revealed an opportunity to differentiate through simplicity.
Instead of overwhelming users with dense content, we focused on.
Discover
Scan
Trust
Validate
Enquiry
Hero & Value Proposition (Create immediate clarity from the first impression)
Bite size scannable service modules (Make complex services easy to scan and understand)
Supporting environmental impact beyond consulting (Connect business services with organisational values)
About the founder (Build credibility through expertise)
Case studies & client Logos (Reduce decision making risk with proven results and recognisable clients)
Testimonials (Strengthen confidence with social proof)
Latest Insights / Blogs (Build long-term authority)
Search & AI Optimisation ( Improve discoverability across modern search experience)
Our Strategy
Create a simple, discoverable, and trust building experience that guides users from search to enquiry.
Increase Discoverability
Keyword mapping to core service pages
SEO & AEO friendly information architecture
Optimised headings, metadata, and indexing
Ongoing keyword gap analysis against competitors
Build Trust Progressively
Founder profile and expertise
Environmental impact initiatives
Case studies and client logos (added as the business grew)
Testimonials and credibility signals
Clear Conversion Pathway
Scannable content modules
Clear visual hierarchy
Concise messaging
Progressive disclosure of information
Mobile-first content structure
Reduce Cognitive Load
Consistent call-to-action placement
Simplified enquiry flow
Clear service positioning
Reduced friction between discovery and contact
SOLUTION
Scalable Website Experience
Build a digital presence from zero that balances search visibility with user clarity, helping potential clients discover, understand, and enquire about Circular Futures Group's services
Structured for Discovery
Keyword mapped service pages
Clear heading hierarchy (H1–H3)
Optimised page titles and meta descriptions
Content structured for both human readers and AI search experiences
Designed for Scanning
Bite-sized service modules
Clear content hierarchy
Concise messaging
Mobile-first layouts
Built Trust & Credibility
Founder profile and expertise
Environmental impact initiatives
Client logos and case studies
Testimonials
Clear Enquiry Pathway
Consistent call-to-action placement
Simplified contact journey
Contextual enquiry prompts
Branding
We designed a custom logo that symbolises eco friendliness blended with circular economy principles, visually reinforcing the brand's core mission from the first pixel.
RESULTS
Measurable Impact
Within the first three months: 123 organic clicks, 6 qualified enquiries and a 4.9% conversion rate.
Current performance: Over 2.7K monthly organic visitors, with Google rankings improving from Position 63 to 15 and #8 nationally for "Waste Management Consulting Australia