Conversion-Focused Landing Page Redesign for Jadewell

Jadewell was running paid ads to their Chronic Pain condition page, but the landing page was converting under 1%. The goal was to redesign and optimize the page to better support paid traffic, improve clarity, and increase consultation sign-ups.

I was brought in to redesign the page with a conversion-first approach, focusing on messaging, structure, trust signals, and performance, then rebuild it cleanly in Framer.

The original landing page had several issues impacting conversions:

Text-heavy layout with weak visual hierarchy

Unclear above-the-fold value proposition

CTAs that didn’t stand out or guide user flow

Too much information presented too early

Limited trust and credibility emphasis for healthcare visitors

Page structure felt more informational than conversion-focused

For paid traffic, this resulted in high friction and low sign-up rates.

I approached this as a Figma → Framer conversion optimization project, allowing us to first solve the strategy and UX before touching development.

Key improvements included:

A clear, benefit-driven hero section with a strong primary CTA

Simplified content flow designed specifically for ad traffic

Improved visual hierarchy, spacing, and scannability

Strategic CTA placement without overwhelming users

Stronger trust signals (board certification, ratings, testimonials)

Conversion-focused FAQs addressing objections

Mobile-first layout and performance optimizations

The goal was to guide users smoothly from pain awareness to booking a free consultation, without distraction.

Conversion-focused landing page structure

Paid-traffic friendly content flow

CTA strategy to reduce cognitive load

Full landing page redesign (8–9 sections)

Visual hierarchy, spacing, and layout improvements

Trust and credibility UI elements

Clean, responsive Framer build

Performance and optimization fixes

Sticky navigation CTA and section-level CTAs

QA across desktop and mobile

A modern, clean, and conversion-focused landing page

Clear messaging aligned with paid traffic intent

Reduced friction and improved user flow

Scalable structure that can be reused for other condition pages

This project set the foundation for future optimization and expansion across the rest of the Jadewell website.

Figma – UX strategy & visual design

Framer – Responsive development & performance optimization