A multi-phase CRO-focused engagement for a modular housing company — restructuring site flow, funnel clarity, and conversion paths to turn a fragmented website into an intentional lead-generation system.

Project Overview Mesocore is a modular housing and ADU company offering a high-consideration product that requires education, trust, and clear guidance before a user takes action. I was brought in across multiple phases to improve not just the visual design of the website, but its underlying conversion logic — how users moved through the site, how the offer was explained, and how traffic was channeled into qualification and lead-generation flows.

My role combined CRO strategy, UX/UI design, and direct Framer implementation. Rather than treating the site as a collection of standalone pages, I approached it as a conversion system: one that needed to educate visitors, build trust, explain a complex offer, and guide people toward the right next step at the right moment.

Challenge Mesocore's website was not functioning as a cohesive conversion system. Users arriving at the site — whether through organic search or paid traffic — faced a fragmented experience: pages lacked a clear hierarchy, the distinction between free and paid qualification steps was ambiguous, CTAs were inconsistent, and the overall journey from awareness to action was poorly defined.

The business offers a high-ticket product (including a $129k modular unit), meaning users require clarity, trust, and structured guidance before they commit to any next step. The site needed to simultaneously educate, qualify, build credibility, and convert — but its architecture wasn't built to support any of those jobs effectively.

Solution I restructured the site's conversion architecture across several strategic areas:

Funnel clarity: I clarified the distinction between the free ADU Space Check and the paid Site Feasibility Report, reducing ambiguity in the qualification journey and lowering decision friction at key drop-off points.

Navigation & CTA hierarchy: I refined the top navigation, improved internal page linking, and aligned calls-to-action so users were consistently guided toward intentional next steps rather than left to navigate without direction.

Model E product page: I redesigned the page for Mesocore's flagship unit to better support its $129k price point — restructuring the layout, improving information sequencing, clarifying inclusions, and strengthening the perceived value of the offer through hierarchy and framing.

Meta landing page: I designed and built a dedicated conversion page for paid traffic, structured around a single CTA with no top navigation — following classic direct-response principles: early value communication, trust signals, process clarity, objection handling, and a repeated conversion action.

Widget integration: I embedded and troubleshot a property-check qualification tool, resolving redirect and first-load UI issues to ensure the experience felt consistent and functional within the broader funnel.

All work was implemented directly in Framer, covering responsive design, custom embeds, and conversion-flow logic.

Result The engagement produced a more intentional, structurally coherent website — one where each page type had a defined role within the broader conversion journey. Key outcomes included:

A clearer site-wide funnel with stronger distinction between qualification stages

Improved CTA hierarchy and internal routing across core pages

A Model E page that better justified a premium price point and held user attention longer

A dedicated Meta landing page optimized for a single conversion path

A successfully integrated qualification widget with resolved UX friction

A website that functioned less like a brochure and more like a structured conversion system for a high-consideration offer