BlackBench
BlackBench
Build trust. Book more clients.
Build trust. Book more clients.
Clear messaging and layout that drive action.
Clear messaging and layout that drive action.
Clear messaging and layout that drive action.
Overview
Overview
BlackBench’s site wasn’t converting, its value and credibility weren’t clear.
BlackBench’s site wasn’t converting, its value and credibility weren’t clear.
High bounce rate
Low visitor-to-lead conversion
Key Problems with the old site
Key Problems with the old site
Key Problems with the old site
Clients couldn’t quickly answer:
Clients couldn’t quickly answer:
Provide personalized insights to individual health, lifestyle, and location needs
Who is this for?
What’s being offered?
Why should I trust it?
Insufficient proof of credibility
Insufficient proof of credibility
Provide personalized insights to individual health, lifestyle, and location needs
Clients couldn’t easily tell whether the service was trustworthy which led to drop-off.
Clients couldn’t easily tell whether the service was trustworthy which led to drop-off.
Unclear service options
Unclear service options
Provide personalized insights to individual health, lifestyle, and location needs
Clients couldn’t easily scan or compare services, slowing their decision-making.
Clients couldn’t easily scan or compare services, slowing their decision-making.
Reaching out felt like a big commitment
Reaching out felt like a big commitment
Provide personalized insights to individual health, lifestyle, and location needs
The contact form felt like a major step.
Clients needed a quick, low-risk way to get in touch.
Goals
Goals
Clearly communicate what BlackBench offers (and who it’s for)
Clearly communicate what BlackBench offers (and who it’s for)
Build trust with proof (testimonials, results, credibility cues)
Build trust with proof (testimonials, results, credibility cues)
Reduce friction to contact (faster, lower-commitment inquiry path)
Reduce friction to contact (faster, lower-commitment inquiry path)
Solution
Solution
1. Rebuilt the landing page
Introduced a clearer hero sectionplaining their offerings.
Structured the first screen to communicate identity and service offerings
Consolidated content into a single, scrollable page for easier navigation
Reason
Reduce ambiguity
Show service value
Improve clarity
2. Built trust
Added real client testimonials near the top of the page
Positioned social proof before the primary call to action
Reason
Reduce hesitation by showing proof before asking visitors to act
Increase confidence in the legitimacy of the service
3. Made services easy to scan & compare
Presented services as short, digestible cards
Grouped related information to support quick comparison
Reason
Visitors could understand their options faster
Less effort required to compare services
4. Progressive disclosure
Added expandable service cards
Included photos that enlarge within each card
Reason
Keeps the page clean and simple
Offers more information on-demand
Reduces unwanted scrolling
5. Added company values
Lets clients know why they should do business with Black-bench
Reason
Shows credibility and value
Lets clients know what sets Black-bench apart from competitors
6. Made the contact form feel quick & approachable
Simplified the form to reduce effort
Designed as a low-commitment experience
Reason
Feels more inviting and user-friendly
Encourages more users to engage, especially on mobile
1. Rebuilt the landing page
Introduced a clearer hero sectionplaining their offerings.
Structured the first screen to communicate identity and service offerings
Consolidated content into a single, scrollable page for easier navigation
Reason
Reduce ambiguity
Showe service value
Improve clarity
2. Built trust
Added real client testimonials near the top of the page
Positioned social proof before the primary call to action
Reason
Reduce hesitation by showing proof before asking visitors to act
Increase confidence in the legitimacy of the service
3. Made services easy to scan & compare
Presented services as short, digestible cards
Grouped related information to support quick comparison
Reason
Visitors could understand their options faster
Less effort required to compare services
4. Progressive disclosure
Added expandable service cards
Included photos that enlarge within each card
Reason
Keeps the page clean and simple
Offers more information on-demand
Reduces unwanted scrolling
5. Added company values
Lets clients know why they should do business with Black-bench
Reason
Shows credibility and value
Lets clients know what sets Black-bench apart from competitors
6. Made the contact form feel quick & approachable
Simplified the form to reduce effort
Designed as a low-commitment experience
Reason
Feels more inviting and user-friendly
Encourages more users to engage, especially on mobile