Website Refresh Case Study • The Mindset Clinic
A Website Refresh That Boosted Enquiries by 30% (Without a Full Redesign)
We were hired to run Google Ads — but performance was being held back by two pages in the enquiry journey: a high-spend PTSD landing page and a mobile contact page where the form was buried far below the fold.
The situation
Google Ads was generating attention — but the website journey wasn’t making it easy for visitors to take the next step.
Issue #1: A high-spend landing page built to inform, not convert
The PTSD page was thorough — but for paid traffic, it was overly informational, light on trust signals, and didn’t guide users to a clear, low-friction next step.
- Text-heavy and slow to scan
- Weak StoryBrand structure (problem → guide → plan → action)
- Limited social proof where decisions happen
Issue #2: Every CTA sent users to a contact page that was a mobile conversion blocker
Analytics showed ~75.8% of traffic was on mobile. On the mobile contact page (before), the enquiry form was so far down the page that many users simply wouldn’t reach it.
- Form not visible near the top
- Visitors had to scroll past logistics-heavy content
- The “moment of intent” met friction
The insight that drove the refresh
Once we saw the device split, the priority became obvious: fix the mobile enquiry journey first.
Refresh #1: PTSD landing page (StoryBrand + conversion)
We kept the expertise — but rebuilt the structure so it was easier to trust, easier to understand, and easier to act on.
Clear promise
Outcome-led headline and scanning-friendly benefits, so users instantly know they’re in the right place.
Trust early
Credentials + reassurance + social proof appear earlier, where decisions are made.
A simple plan
Reduced uncertainty with clear “what happens next” steps and a low-friction consultation CTA.
Refresh #2: Contact page (mobile-first conversion)
This was the biggest hidden leak: every CTA sent users here, but on mobile the form was buried far down the page. We redesigned it as a conversion page — not an admin page.
The simplest conversion rule:
If your website’s main CTA sends visitors to a page where the next step isn’t obvious on a phone, you’re paying for clicks you can’t convert.
Results after the refresh
After removing mobile friction and improving the message + trust flow, engagement and key actions moved in the right direction.
More users reached and completed meaningful actions.
More traffic engaging with the improved journey.
More interactions across CTAs, clicks, and form flow.
Why mobile-first contact pages are non-negotiable.
Note: Performance is influenced by multiple factors (seasonality, budgets, campaign changes). But these shifts aligned with the friction removed: clearer CTAs, stronger trust, and a mobile contact journey that’s easy to complete.
Want us to spot the leaks on your site?
We’ll review your key enquiry journey (especially on mobile) and send back the top 3 refresh opportunities.
© Click Return • Website Refresh Case Study
