+156%
Lead Conversion Increase — Heliogenomics.

The problem we were brought in to solve —
for Heliogenomics.

Heliogenomics' old website suffered from three intersecting problems:

1. The value proposition was invisible.

The homepage opened with "Advanced Genomic Intelligence for Clinical Decision-Making" — accurate, but meaningless to a prospect who had just landed. There was no clear story about why a hospital should use Heliogenomics, what problem it solved, or how it was different from competitors. The above-the-fold section was dense, technical and did not include a clear call to action.

2. The site was built for product browsing, not decision-making.

The navigation had five top-level categories. Four of them were variations on "features" or "use cases." There was no dedicated page addressing cost, no clear pricing, no security credentials prominent. A prospect trying to answer "should we buy this?" had to piece together information from five different pages. The sales-focused content was mixed with technical documentation, confusing the two audiences entirely.

3. Technical performance was poor, especially on mobile.

The site was loading images at full resolution, not using modern image formats, and had minimal caching strategy. The Lighthouse score was 25. 67% of prospects were bouncing, and we later discovered that 64% of those bounces were happening before the page finished loading.

The result: despite good traffic volume, lead quality and volume were declining. The sales team reported that prospects arriving from the website were less qualified than those coming from referrals or paid search — suggesting the site was attracting tire-kickers, not buyers.