A client requests a website redesign, believing their paid ads are underperforming. They have invested heavily, attributing issues to branding or copy

However, analytics reveal the core problem. Their mobile site loads its initial section in six seconds. A 14MB uncompressed WordPress image creates a significant barrier in their conversion process

They do not require a new brand guide. They need to understand their site is hindering ad performance. While a redesign is requested, the true need is to stop financial waste and improve website functionality. My role is to identify the actual challenge, then create a solution. The solution often differs from the client's initial perception