+156%
Lead Conversion Increase — Heliogenomics.

We rebuilt the information architecture around the buyer's decision journey instead of the product's feature list.

The homepage was restructured as problem, solution, proof: a short hero statement a non-specialist can read, the three things hospital administrators actually weigh — turnaround speed, test accuracy, data compliance — then social proof, then one clear call to action to request a live demo rather than a vague invitation to learn more.

We split the mixed audiences into three dedicated paths for hospitals, diagnostic labs and research institutions, each opening with that reader's problem. We added a direct competitor comparison page, which had been missing entirely despite comparison searches being a large share of category demand, and a dedicated security and compliance page bringing HIPAA, CLIA and CAP accreditation out of the footer.

Conversion work followed: the demo request form dropped from eight fields to four, trust signals moved above the fold, stock photography was replaced with real screenshots of the platform, and an ROI calculator let prospects size the saving themselves before speaking to sales.

The site was rebuilt in Next.js with performance treated as a requirement rather than a cleanup task — modern image formats with responsive sizes and lazy loading, mobile-first components tested on real devices, correct heading hierarchy, and Organization schema.