James Alpe Limited – Website Redesign and Conversion Strategy
I restructured James Alpe’s website with a clear user journey, bold visuals, and stronger calls to action—transforming a high-traffic, low-conversion site into one that delivers measurable results.
Overview
2025 ,
James Alpe Limited
James Alpe Limited approached Gigaflux after noticing strong website traffic but virtually no conversions. While their SEO performance and visibility were solid, the website lacked a clear strategy for guiding visitors toward action. The layout was heavily developer-led, with limited emphasis on user experience or conversion flow. The client also wanted reassurance that their existing developer’s work was effective from a technical perspective.
After assessing the site, it became clear that the problem wasn’t traffic; it was usability and communication. The website’s navigation was cluttered, the message “It’s your vehicle, your choice” wasn’t coming through, and users struggled to understand what services James Alpe offered or why they should choose them. There was no structured journey encouraging visitors to request an estimate, their main lead conversion goal.
Process
Our first step was to redesign the site architecture and navigation flow. We implemented a new site map built around the three-click rule, ensuring users could find key information and request an estimate within three clicks. The focus was on guiding visitors through a clear, structured journey — similar to an e-commerce experience — where each step naturally led toward conversion.
Design-wise, we rebuilt the visual framework to enhance both clarity and impact.
Introduced a dark background to improve accessibility and contrast
Featured a bold, high-impact hero image to capture attention immediately
Rewrote and reorganised service content for clarity and engagement
Added consistent CTAs across all pages to encourage lead submission
Highlighted their Tesla-approved repair certification as a unique selling point
All designs were created in Figma, allowing their developer to seamlessly implement the new structure while retaining backend performance.
Outcome
The redesigned site delivered a significant turnaround in performance. Visitors now have a streamlined path from entry to estimate request, and the message “It’s your vehicle, your choice” is clearly communicated throughout the site. The developer successfully integrated the new design, maintaining SEO value while dramatically improving usability.
As a result, conversion rates increased notably, and the client reported a stronger return on investment from their online leads. The new design not only resolved their initial performance concerns but also revitalised their brand presentation. In the client’s own words, the website now performs “tenfold better” — a clear reflection of how strategic design and UX-led thinking can transform a high-traffic site into a high-converting one.
