By now, you’ve learned what user experience (UX) is, how it impacts your conversions, what to avoid, and how to make quick improvements. But what does that actually look like in the real world?
To wrap up our UX series, we’re sharing a real-world (but anonymized) case study from one of our small business clients who made a few smart changes—and saw big results.
This story shows just how powerful UX can be, even if you’re not redesigning your entire site. And don’t worry, this won’t be a technical deep dive—just real results, plain language, and practical takeaways you can use.
The Client: A Local Home Services Business
Our client, let’s call them “ABC Heating & Cooling,” had a common problem: their website looked decent, but it wasn’t converting visitors into customers.
They were getting traffic (about 1,200 visitors per month), but only a handful of people were filling out their contact form or calling to schedule service.
They weren’t ready for a full redesign, so they asked us to look for UX quick wins.
The Problems We Found (and Fixed)
1. Weak Headline
Before: “Comfort You Can Count On”
After: “HVAC Repair and Installation for Homeowners in Springfield”
The original headline sounded nice—but didn’t clearly explain what the business does or where they operate. The new headline improved clarity and helped local SEO.
2. Hidden CTA
The “Schedule Service” button was buried in the footer. We added it to the top of the homepage and included it in key places throughout the site.
We also made it a bold color and used action language: “Book Your Service Now.”
3. Cluttered Content
The homepage had several long paragraphs, no bullet points, and very little white space.
We broke up the text, used headers, simplified the copy, and added space between elements to make it easier to scan.
4. Poor Mobile Layout
On mobile, the navigation was hard to tap, and key info like the phone number was missing from the top of the screen.
We made the phone number sticky on mobile and ensured all buttons and menus were finger-friendly.
The Results (After 30 Days)
Once the changes were live, we tracked results over 30 days. Here’s what happened:
- Contact form submissions increased by 48%
- Phone calls from mobile increased by 32%
- Bounce rate dropped by 21%
- Time on site increased by 37 seconds on average
And all of this was done without a full redesign.
What You Can Take Away From This
You don’t have to start from scratch to see major improvements. Here are the biggest takeaways:
- Clarity is everything. Say what you do and who you serve right away.
- Make your CTA obvious. Don’t make users dig for it.
- Design for mobile first. That’s where most of your users are.
- Simplify and space things out. A clean site keeps people around longer.
Conclusion
User experience isn’t just a buzzword—it’s one of the most practical, high-impact tools you can use to grow your business online.
At Sequent, we help small business owners make smart, strategic UX improvements that drive real results.
Want us to take a look at your site? Book a free UX review and we’ll show you where small changes could make a big impact.
