Website Redesign Turns a Confusing Resource into a Lead Generation Tool for a B2B Consultancy

The existing site was unclear and confusing. Visitors could not quickly work out what Amicus offered or which of its service lines applied to them, and there was no obvious path from interest to contact. The result was a site that functioned as a static resource: it held information, but it did not qualify visitors or generate inquiries.

We restructured the site around the firm's three service lines, Consulting, Augment and Qualify, so a visitor can self-identify within seconds of landing. The home page was rebuilt to lead with that choice, the services pages were rewritten to explain each offering in the buyer's language, calls to action were placed at the points where intent forms rather than only in the navigation, and the contact experience was simplified to remove friction from the final step.

The redesign moved the site from an unclear and confusing resource to a straightforward and useful lead generation tool, with a clear path from landing to inquiry across every service line.