Turning the traffic you already have into enquiries and revenue. Often the fastest return available, because nothing new has to be earned first.
Getting someone onto the page is expensive. Losing them there because the page is slow, unclear or asks too much is a waste of everything spent getting them.
A modest lift in conversion rate applies to every visitor you will ever get, which is why this work often pays back faster than chasing more traffic.
Design changes are argued about endlessly. Data settles it faster, and my background is in exactly that.
Analytics, session behaviour and search data show where people hesitate and leave, before anyone starts redesigning anything.
Effort goes to the page and step losing the most revenue, not to a full redesign nobody has budget or appetite for.
Changes are measured against enquiries and sales. What works stays, what does not gets reverted without ego.
Doubling conversion rate is usually cheaper than doubling traffic.
Send your domain over and I will point out the clearest conversion problems before we even discuss scope.