The CRO Relaunch: How We Transformed Unity’s Own Digital Presence

Here at Unity, we are excited about helping our clients create digital experiences that truly convert. When it came to our own website, we realised it was time to take our own advice. We decided to apply the very same Conversion Rate Optimisation (CRO) strategies that we champion every day for our clients, and the results are a website that feels faster, cleaner and smarter.

Our relaunch project wasn’t just about aesthetics. It was about building a site that reflected who Unity is. We wanted a site that takes visitors on a seamless journey and showcases the kind of technical, creative and strategic expertise we bring to every project. We want to take you behind the scenes at Unity to explain our approach, and to highlight the improvements that make our website a true example of what CRO can achieve.

Why we needed to make a change

Our previous site had been doing its job for a while, but it no longer represented what Unity is about. Our brand has evolved, our services have developed and our website wasn’t a reflection of that growth.

The real challenge we faced was performance. Lead generation was minimal and key information was hidden or difficult for visitors to find. Our old site didn’t reflect the streamlined, high-performing digital marketing agency we are to prospective clients and we wanted to change that.

Miranda, Unity’s Customer Engagement Manager said:
“The old website was outdated in terms of brand evolution, but most importantly was under-performing. Whilst the website ranked well for SEO based keywords locally, the onsite customer journey didn’t reflect the sites and experiences we craft for our customers.”

We saw an opportunity to turn our website into a living case study, showing prospects exactly how we combine CRO, UX, content strategy and technical enhancements to create measurable results.

What is CRO?

Conversion Rate Optimisation (CRO) refines a website to boost lead generation and quality. It involves understanding visitor interaction, identifying friction points and improving the user experience to maximise the value of existing traffic. Essentially, CRO focuses on tailoring your site to your target audience’s needs. When CRO is implemented, businesses can see up to a 223% average ROI, that’s huge. The average ROI from implementing CRO is substantial, with businesses seeing increases of up to 223%.

To understand CRO fully you need to understand how powerful the numbers are. In 2025, the average website not implementing CRO principles has a conversion rate of 2.9%, and interactions such as slow page-loading speed can decrease overall conversions by 7%.

Our CRO-Led Approach

The relaunch was built around a few key principles: clarity, efficiency and engagement. From content and design to technical optimisation, every decision was guided by data, CRO principles and user-focused thinking.

Valentina, Unity’s Web & Marketing Specialist said:
“We used data to influence our changes. We saw a lack of leads coming through the site, so it was important to strengthen our online presence through better branding and stronger credibility signals.”

Content was our first priority. Our goal was to streamline our content with clear messaging and calls to action to improve conversions, while moving detailed information to dedicated blog-style pages.

Miranda commented:
“We did a clean sweep of all our website content. We optimised our content to reflect the business and our digital strategies, and made sure to highlight the core values we work towards everyday.”

When it came to design, our aim was to make every interaction feel intuitive and deliberate. The navigation was restructured to clearly showcase our services under Digital Access, and new visual elements were added to show our personality while keeping users engaged.

Richard, Unity’s Web Designer said:
“The Unity branding has undergone a modern evolution, and the new site needed a complete overhaul to bring it in line with this new styling. We implemented visual hierarchy and personalised calls to action to guide users and easily promote specific information about our services.”

Technically, we focused on speed, readability and mobile responsiveness. These improvements were all designed with CRO in mind, every change was aimed at removing friction, building trust, and encouraging action.

Richard commented:
“We implemented a multi-stage contact form that asks users bite-sized questions and making it feel less intimidating to complete. We wanted to focus on our value at Unity, it was important for me to represent Unity’s accolades and client testimonials in a visible way to build that trust with our audience.”

What makes this site special

Unlike modern websites that rely on pre-built templates, we built our site completely bespoke. SEO is built in from the ground up, every feature has been custom-developed and the user experience has been optimised across every device. This means our site isn’t just visually appealing; it’s a functional, conversion-focused tool that demonstrates exactly the level of skill we bring to clients looking to improve engagement, retention and lead generation.

Valentina commented:
“I am so proud that this project was executed using our team’s strengths. To me, it’s the perfect case study because it integrates the skills brought to our main services – SEO, CRO, Web Design and Development, and Content.”

Leading by example

We don’t just advise clients on best practice, we want to show them. Our website relaunch is a proof point of our approach, demonstrating that our method is actionable, measurable and effective. We are not just improving our business by applying CRO to our own website, we are showing prospective clients that we understand every principle of the process, from strategy and design to execution and measurement.

Miranda commented:
“This relaunch gives customers an idea of what we can achieve with web design and CRO. The proof will be in the data moving forward, and I’m excited to see it in action.”

Need help with your next project?

Get in touch with Unity if you would like to improve your own website’s performance. We will show you how data-driven design, thoughtful content and user-focused UX can help your site achieve measurable results. We practise what we preach, and it shows in every click.

Talk to Our Marketing Team Today