Projects using Google Analytics in MaharashtraProjects using Google Analytics in MaharashtraShefa Vending Solutions — Website Redesign & CRO Optimization
Overview
Shefa Vending Solutions is a workplace refreshment solutions company serving businesses in El Paso with modern micro markets and smart vending solutions.
The project focused on redesigning the website from a CRO perspective—creating a clearer value proposition, stronger user journey, improved service discovery, and more prominent conversion paths for businesses looking to upgrade their workplace breakroom experience.
The Challenge
The website needed to communicate a relatively complex B2B service quickly and clearly while guiding business owners toward a consultation.
Key challenges included:
• Clearly communicating the difference between Micro Markets and Smart Vending
• Making the value proposition immediately understandable
• Building trust with business decision-makers
• Improving service discovery and content hierarchy
• Creating a stronger path toward Book a Consultation
• Communicating Shefa’s customization and feedback-driven approach
• Reducing friction in the lead-generation journey
What Was Done — Website Redesign
I redesigned the website with a conversion-first UX approach, focusing on clarity, hierarchy, trust, and lead generation.
Key improvements included:
• Homepage UX & layout redesign
• Clearer hero messaging and primary CTA
• Service presentation optimization
• Micro Market vs. Smart Vending differentiation
• Benefit-focused content structure
• Stronger “Why Shefa?” value proposition
• Process/How It Works section
• Trust and credibility elements
• Strategic CTA placement throughout the journey
• Mobile-friendly UX considerations
• Lead-generation focused page structure
The redesign was structured around the core journey:
Problem → Solution → Benefits → Why Shefa → How It Works → Consultation
CRO & Conversion Optimization
The website was optimized from a CRO perspective, with emphasis on turning visitors into qualified business leads.
The primary conversion action was positioned around:
Book an Appointment → Free Consultation → Quote
Result
The redesigned experience creates a clearer, more conversion-focused B2B website that helps visitors quickly understand:
What Shefa offers → Who it is for → Why it is different → How it works → How to get started
The final experience positions the website as a lead-generation asset rather than simply an informational website, with stronger conversion paths toward consultation and quote requests. 161 leads from 250,000+ impressions — long-term Google Ads management for a tree service company
This tree service business needed Google Ads to consistently generate calls and enquiries across three core services: Tree Care, Tree Removal, and Tree Trimming — each with different search intent, competition levels, and seasonal demand patterns.
I built and managed three separate ad groups with dedicated keyword lists, ad copy, and bid strategies. Through ongoing optimization over the account's lifetime, I identified that Tree Trimming was generating impressions but zero conversions — budget was reallocated to Tree Removal, which delivered the lowest CPL at $137.33, and Tree Care, which drove the highest CTR at 4.78%.
Full account results:
→ 161 total conversions generated
→ $160.33 average cost-per-conversion
→ 250,352 total impressions · 9,685 clicks · 3.87% CTR
→ $2.67 average CPC · $25,813 total managed spend
Ad group breakdown:
→ Tree Care: 80 conversions · $179.60 CPL · 4.78% CTR
→ Tree Removal: 81 conversions · $137.33 CPL · best CPL of the three
→ Tree Trimming: restructured and paused after zero conversion data
Long-term account management means every month builds on the last. If you need a Google Ads specialist who plays the long game — let's talk. 
