Strategy
Website Strategy
A data-driven strategy to transform Cognism’s website into a high-performing demand engine — aligning CRO, UX, and customer journeys to drive qualified MM+ pipeline growth in 2025.
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In 2025, I have been leading the development of Cognism’s comprehensive Website Strategy & Roadmap to transform the website into a high-performing demand-generation engine. The strategy focused on conversion rate optimisation (CRO), UX Design and performance enhancements, and website journey optimisation to increase qualified pipeline from our mid-market (MM+) ideal customer profile (ICP).
As the Website & Creative Services Lead, I owned the end-to-end strategy, aligning cross-functional teams (SEO, Demand Gen, Product Marketing, Paid Acquisition) and implementing a data-driven approach to drive impactful, measurable growth.
The Challenge:
Cognism’s website had strong traffic but wasn’t converting enough MM+ visitors into qualified leads.
Key issues included:
A lack of tailored experiences for ICP buyers (200–1000 employee companies)
Drop-offs on high-intent pages (demo, pricing, comparison pages)
Fragmented user journeys from awareness to conversion
Slow technical performance and inconsistent UX affecting credibility
The challenge: Redesign the website strategy to optimise for pipeline growth, not just traffic, while supporting upmarket expansion goals.
The Approach:
I built a data-driven, multi-pillar strategy grounded in insights from GA4, Hotjar, Mutiny, Wynter, Salesforce, and DreamData.
Strategic Pillars:
Conversion Rate Optimisation (CRO) – High-impact A/B testing, demo page experiments, personalised CTAs, and campaign landing page optimisation for MM+ visitors.
UX Design & Performance – Improving core web vitals, refining page layout structures, ensuring accessibility, and creating friction-free high-intent journeys.
Website Journey Optimisation – Mapping and enhancing key ICP pathways, aligning content with buyer intent, and increasing page depth for MM+ visitors.
Key Steps:
Ran cross-functional bi-weekly workshops with my ‘Testing Team’ this includes Product Marketing, Demand Gen, SEO, and Customer Marketing to track progress, discuss any issues, testing results and next steps.
Built a 12-month roadmap of quarterly priorities (Q1–Q4 2025) covering homepage redesign, new ICP-aligned landing pages, CRO experiments, and CRM-driven personalisation.
Created shared dashboard reports on GA4 and Dreamdata to track performance, ICP traffic, and pipeline contribution.
Execution Highlights:
New Strategy Hub: Created a Notion-based Website Strategy hub to align teams on goals, KPIs, and project status.
Quarterly Roadmap: Delivered a Q1–Q4 roadmap including a homepage refresh, keyword clustering for ICP SEO growth, and scaling successful CRO experiments.
Cross-Functional Alignment: Built collaboration workflows with SEO, Product Marketing, and Demand Gen for joint execution.
Tech & Tooling: Implemented analytics dashboards and reports on GA4, Dreamdata and Clarity for holistic tracking.
Results & Impact (early outcomes & forecast):
Our tests ranged from 27-777% CVR uplift on key high-intent pages from implemented CRO tests.
Improved pipeline composition, with a greater % of MM+ deals attributed to website-driven leads.
Faster page speeds and improved Core Web Vitals across key pages, reducing bounce on pricing and demo pages.
Increased engagement depth for MM+ visitors (more pages viewed per session, higher time on site).
Forecast: Strategy projected to drive £X pipeline growth in 2025 (update with DreamData data when available).
More Projects
Strategy
Website Strategy
A data-driven strategy to transform Cognism’s website into a high-performing demand engine — aligning CRO, UX, and customer journeys to drive qualified MM+ pipeline growth in 2025.
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In 2025, I have been leading the development of Cognism’s comprehensive Website Strategy & Roadmap to transform the website into a high-performing demand-generation engine. The strategy focused on conversion rate optimisation (CRO), UX Design and performance enhancements, and website journey optimisation to increase qualified pipeline from our mid-market (MM+) ideal customer profile (ICP).
As the Website & Creative Services Lead, I owned the end-to-end strategy, aligning cross-functional teams (SEO, Demand Gen, Product Marketing, Paid Acquisition) and implementing a data-driven approach to drive impactful, measurable growth.
The Challenge:
Cognism’s website had strong traffic but wasn’t converting enough MM+ visitors into qualified leads.
Key issues included:
A lack of tailored experiences for ICP buyers (200–1000 employee companies)
Drop-offs on high-intent pages (demo, pricing, comparison pages)
Fragmented user journeys from awareness to conversion
Slow technical performance and inconsistent UX affecting credibility
The challenge: Redesign the website strategy to optimise for pipeline growth, not just traffic, while supporting upmarket expansion goals.
The Approach:
I built a data-driven, multi-pillar strategy grounded in insights from GA4, Hotjar, Mutiny, Wynter, Salesforce, and DreamData.
Strategic Pillars:
Conversion Rate Optimisation (CRO) – High-impact A/B testing, demo page experiments, personalised CTAs, and campaign landing page optimisation for MM+ visitors.
UX Design & Performance – Improving core web vitals, refining page layout structures, ensuring accessibility, and creating friction-free high-intent journeys.
Website Journey Optimisation – Mapping and enhancing key ICP pathways, aligning content with buyer intent, and increasing page depth for MM+ visitors.
Key Steps:
Ran cross-functional bi-weekly workshops with my ‘Testing Team’ this includes Product Marketing, Demand Gen, SEO, and Customer Marketing to track progress, discuss any issues, testing results and next steps.
Built a 12-month roadmap of quarterly priorities (Q1–Q4 2025) covering homepage redesign, new ICP-aligned landing pages, CRO experiments, and CRM-driven personalisation.
Created shared dashboard reports on GA4 and Dreamdata to track performance, ICP traffic, and pipeline contribution.
Execution Highlights:
New Strategy Hub: Created a Notion-based Website Strategy hub to align teams on goals, KPIs, and project status.
Quarterly Roadmap: Delivered a Q1–Q4 roadmap including a homepage refresh, keyword clustering for ICP SEO growth, and scaling successful CRO experiments.
Cross-Functional Alignment: Built collaboration workflows with SEO, Product Marketing, and Demand Gen for joint execution.
Tech & Tooling: Implemented analytics dashboards and reports on GA4, Dreamdata and Clarity for holistic tracking.
Results & Impact (early outcomes & forecast):
Our tests ranged from 27-777% CVR uplift on key high-intent pages from implemented CRO tests.
Improved pipeline composition, with a greater % of MM+ deals attributed to website-driven leads.
Faster page speeds and improved Core Web Vitals across key pages, reducing bounce on pricing and demo pages.
Increased engagement depth for MM+ visitors (more pages viewed per session, higher time on site).
Forecast: Strategy projected to drive £X pipeline growth in 2025 (update with DreamData data when available).
More Projects
Strategy
Website Strategy
A data-driven strategy to transform Cognism’s website into a high-performing demand engine — aligning CRO, UX, and customer journeys to drive qualified MM+ pipeline growth in 2025.
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In 2025, I have been leading the development of Cognism’s comprehensive Website Strategy & Roadmap to transform the website into a high-performing demand-generation engine. The strategy focused on conversion rate optimisation (CRO), UX Design and performance enhancements, and website journey optimisation to increase qualified pipeline from our mid-market (MM+) ideal customer profile (ICP).
As the Website & Creative Services Lead, I owned the end-to-end strategy, aligning cross-functional teams (SEO, Demand Gen, Product Marketing, Paid Acquisition) and implementing a data-driven approach to drive impactful, measurable growth.
The Challenge:
Cognism’s website had strong traffic but wasn’t converting enough MM+ visitors into qualified leads.
Key issues included:
A lack of tailored experiences for ICP buyers (200–1000 employee companies)
Drop-offs on high-intent pages (demo, pricing, comparison pages)
Fragmented user journeys from awareness to conversion
Slow technical performance and inconsistent UX affecting credibility
The challenge: Redesign the website strategy to optimise for pipeline growth, not just traffic, while supporting upmarket expansion goals.
The Approach:
I built a data-driven, multi-pillar strategy grounded in insights from GA4, Hotjar, Mutiny, Wynter, Salesforce, and DreamData.
Strategic Pillars:
Conversion Rate Optimisation (CRO) – High-impact A/B testing, demo page experiments, personalised CTAs, and campaign landing page optimisation for MM+ visitors.
UX Design & Performance – Improving core web vitals, refining page layout structures, ensuring accessibility, and creating friction-free high-intent journeys.
Website Journey Optimisation – Mapping and enhancing key ICP pathways, aligning content with buyer intent, and increasing page depth for MM+ visitors.
Key Steps:
Ran cross-functional bi-weekly workshops with my ‘Testing Team’ this includes Product Marketing, Demand Gen, SEO, and Customer Marketing to track progress, discuss any issues, testing results and next steps.
Built a 12-month roadmap of quarterly priorities (Q1–Q4 2025) covering homepage redesign, new ICP-aligned landing pages, CRO experiments, and CRM-driven personalisation.
Created shared dashboard reports on GA4 and Dreamdata to track performance, ICP traffic, and pipeline contribution.
Execution Highlights:
New Strategy Hub: Created a Notion-based Website Strategy hub to align teams on goals, KPIs, and project status.
Quarterly Roadmap: Delivered a Q1–Q4 roadmap including a homepage refresh, keyword clustering for ICP SEO growth, and scaling successful CRO experiments.
Cross-Functional Alignment: Built collaboration workflows with SEO, Product Marketing, and Demand Gen for joint execution.
Tech & Tooling: Implemented analytics dashboards and reports on GA4, Dreamdata and Clarity for holistic tracking.
Results & Impact (early outcomes & forecast):
Our tests ranged from 27-777% CVR uplift on key high-intent pages from implemented CRO tests.
Improved pipeline composition, with a greater % of MM+ deals attributed to website-driven leads.
Faster page speeds and improved Core Web Vitals across key pages, reducing bounce on pricing and demo pages.
Increased engagement depth for MM+ visitors (more pages viewed per session, higher time on site).
Forecast: Strategy projected to drive £X pipeline growth in 2025 (update with DreamData data when available).