From Underperforming Website to Scalable Lead Generation Engine

Arena operates in a high-consideration commercial market, delivering tailored flooring solutions across construction, events, and design-led environments. To compete effectively, they needed more than traffic – they needed a digital platform built to convert.

Brighta delivered a full digital transformation across website, UX, SEO and paid media to turn performance around.

Key Stats

2

qualified leads generated

 Up from just 3 in the previous 3 months

30 %

reduction in cost per lead

 From AUD 810 to AUD 230

The Challenge

Website Issues

  • Outdated design that didn’t reflect their professional
  • Poor UI/UX and confusing navigation
  • No structured user journey
  • Weak service and project showcase
  • Limited CTAs and unclear conversion paths
  • No clear SEO strategy
  • Not fully mobile optimised

Paid Media Issues

  • Google Ads driving traffic but generating very few leads
  • Extremely high cost per lead
  • Slow site speed impacting user experience and Quality Score
  • Messaging misalignment between ads and landing pages
  • High-intent users dropping off before enquiry

The core issue wasn’t traffic volume. It was conversion performance.

Before

After

arena-before-new arena-after-new

Our Approach

Rather than treating the website and Google Ads as separate problems, we rebuilt the entire conversion ecosystem.

 

1. Website Redesign & Digital Foundation

We developed a custom WordPress website designed around UX, SEO and conversion strategy.

Key Deliverables

  • Complete website redesign aligned to Arena’s brand positioning
  • Clear information architecture and intuitive navigation
  • Structured user journey guiding visitors toward enquiry
  • Dedicated service and project sections
  • Custom product pages with large swatch displays and lightbox functionality
  • Mobile-first, fully responsive design
  • Strategic CTA placement across key pages
  • SEO-focused development and on-site optimisation
  • WooCommerce integration
  • User-friendly CMS enabling internal team management

The result: a modern, scalable digital platform built for engagement and growth.

 

2. Conversion-First Paid Media Strategy

Following a full Google Ads and website audit, we identified that incremental ad optimisation wouldn’t solve the performance bottleneck.

Strategic Shift: Dedicated Landing Page

We created a standalone, high-speed, conversion-optimised landing page exclusively for paid traffic.

Improvements Included

  • Optimised page load speed
  • Single primary CTA
  • Simplified, intent-aligned messaging
  • Removal of distracting navigation
  • Clear value proposition for commercial decision-makers
  • Strong trust signals to increase enquiry confidence
  • Full alignment between ad copy and landing experience

Paid traffic was redirected exclusively to this new conversion environment.

The Results

Within three months:

Lead Volume

11 qualified leads generated (Up from just 3 in the previous 3 months)

Commercial Impact

  • Google Ads shifted from underperforming to commercially viable
  • Paid media became scalable without increasing ad spend
  • Website established as a long-term growth asset

Cost Efficiency

~70% reduction in cost per lead (From AUD 810 to AUD 230)

The Brighta Impact

This engagement demonstrates the power of integrated strategy.

By combining:

  • UI/UX design
  • Customer journey mapping
  • SEO strategy
  • Conversion rate optimisation (CRO)
  • Custom website development
  • Paid media strategy

     

We transformed Arena’s digital presence from fragmented and underperforming into a cohesive, high-performing lead generation engine.

Traffic alone doesn’t drive growth. Conversion strategy does.

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