Harbourline Property · Commercial property & development · 75 staff
High traffic, almost no enquiries. Session recordings showed exactly where prospects were giving up — and it was not where anyone expected.
+92%
Enquiry conversion rate
1.3s
Mobile LCP
5.4s → 1.3s
11 wks
To recover the build cost
100
Lighthouse accessibility score
The challenge
Harbourline's site attracted strong traffic from an established brand and consistent paid spend, but converted at well under a third of category benchmark. The internal assumption was that the design looked dated. The recordings told a different story: prospects were reaching the enquiry form and abandoning it at a fourteen-field qualification questionnaire.
The approach
Ran analytics review, session recording and interviews with both prospects and the sales team
Mapped the real decision journey and found the qualification burden had been placed before any trust was established
Cut the enquiry form to four fields, moving qualification into the follow-up call where it belonged
Rebuilt on a statically generated stack, taking mobile LCP from 5.4s to under 1.3s
Restructured page hierarchy around the questions prospects actually asked, in the order they asked them
The outcome
Enquiry conversion rate nearly doubled on essentially unchanged traffic. Lead quality did not drop — the sales team reported it improved, because conversations started earlier in the decision process.
We were convinced we had a design problem. We had a fourteen-field form problem.
Next step
Thirty minutes, no pitch deck. We will give you a candid read on where the opportunity is — whether or not you end up working with us.
No obligation · We reply within one business day