I never set out to become a “CRO expert.”
My background is in design, marketing, and digital strategy. I worked with startups, small businesses, and even enterprise teams to help bring websites and products to life. Over time, I started working with more and more small businesses – service providers, non-profits, niche e-commerce shops – people who had poured their heart (and budget) into their website hoping it would drive growth.
And in most cases, their sites were beautiful.
Well-built. Clean code. On-brand visuals. Integrated with all the right tools.
But still… something wasn’t working.
They weren’t getting the inquiries, sales, or sign-ups they expected. They’d done everything “right,” but the results didn’t match the investment. That disconnect kept bothering me.
Because these weren’t bad websites.
They were just not designed or optimized to convert.
The truth no one likes to say out loud
Most web designers are incredibly talented at what they do. They create stunning layouts, seamless flows, and user-friendly builds. Developers bring those visions to life with solid functionality. Marketers drive traffic through SEO, ads, and content.
But what often gets missed in the process is the bridge between traffic and results.
That’s where conversion rate optimization (CRO) comes in—not to replace good design and dev, but to work alongside it.
CRO isn’t about split testing button colors or copying enterprise tricks. It’s about being intentional:
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What do we want people to do on this site?
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What’s getting in their way?
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How do we reduce friction and build trust?
Design creates the container.
Development makes it functional.
Marketing attracts visitors.
CRO makes it perform.
Why CRO felt out of reach for small businesses
When I first started learning CRO, it felt very “corporate.” All of the training and resources were geared toward massive traffic, A/B testing tools, and statistical significance.
It made sense – one of the first CRO agencies was co-created by a former rocket scientist . Big brands with millions of users needed ways to improve performance incrementally and at scale. They had data teams, experimentation platforms, and decision-makers dedicated to optimization.
But what about the small business owner?
They might only get 500 visitors a month. They don’t have a UX researcher or a data scientist. They can’t afford to run experiments for the sake of curiosity. They need changes that matter – and they need them to be strategic, not overwhelming.
That’s when I realized: CRO isn’t just for enterprises
There are principles and insights from CRO that apply to any business, no matter the size of your traffic or team.
You can still:
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Review analytics to find where users drop off.
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Understand user intent across the funnel.
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Fix confusing layouts or unclear CTAs.
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Create better flow between traffic sources and landing pages.
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Align your website structure to how your audience actually makes decisions.
That’s the kind of CRO I practice. It’s not bloated or tech-heavy. It’s strategic, creative, and grounded in what actually helps small businesses grow.
My approach: grounded, human, and focused
When I work with clients, we don’t start with guesses. We start with questions.
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Who are your best customers?
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How do they find you?
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What do they need to see or feel to take action?
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What’s already working—and what’s not?
From there, we look at:
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Behavior patterns in analytics
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Drop-off points and blind spots
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Opportunities to build trust or reduce friction
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Ways to align messaging, layout, and flow with business goals
And I don’t believe you need 100 hours of testing or a new tech stack to see results.
Often, one or two smart changes – like improving a landing page, clarifying a headline, or restructuring your navigation – can make a measurable difference.
This is about leveling the playing field
Big brands have data teams.
Small businesses have intuition, passion, and proximity to their customers.
When we pair that with smart strategy, they can absolutely compete – and win.
That’s why I do what I do.
To support web designers and business owners who are ready to build websites that perform.
To make CRO more accessible.
And to make sure no one’s growth is capped just because they don’t have a million-dollar team.
Want to see how CRO could help your site work smarter?
Check out our DIY Website Optimization Starter Kit. Want our expert set of eyes on your site? Get started with a Website Optimization Analysis.
