More leads. Better leads. Lower CAC.
Kite is a VC-backed Australian startup making therapy more accessible to families of children with autism and developmental delays, by coaching parents to lead it. Paid was pulling traffic. The site wasn’t pulling its weight, until a heuristic review surfaced four issues nobody had flagged.
Paid was working. The site wasn’t.
Kite’s proposition was strong. Make therapy more accessible for families by coaching parents to lead it. Testimonials backed it up. Paid was pulling traffic.
But the leads weren’t matching the fit profile. Cost per acquisition was trending the wrong way. The site, bluntly, wasn’t helping the paid channel do its job.
What the heuristic analysis surfaced
We ran a full heuristic review of the homepage and conversion pages alongside analytics, heatmaps, and user surveys. Four issues kept surfacing.
One: the hero didn’t spell out what Kite did, so visitors had to work to figure it out. Two: the online-only therapy model wasn’t stated up front, so in-person-seeking prospects wasted their time and Kite’s ad spend. Three: the differentiation from traditional providers wasn’t landing. Four: visitors bounced between the consultation page and the About page looking for therapist information that wasn’t easy to find.
What clarity did
We rewrote the UVP for clarity, not cleverness. Stated the online-only format up front as a benefit, not a caveat. Reframed the model’s differences as advantages instead of letting visitors guess. Surfaced individual therapist profiles directly on the landing pages so trust-building didn’t require a scavenger hunt.
Clarity outperformed persuasion. Lead volume went up. Lead quality went up faster. And the paid channel had a better landing experience to work with.
What actually moved
- Lead submissions increased from clearer UVP and above-the-fold clarity.
- Lead quality improved from stating the online-only model up front.
- CAC trended down on paid because the site finally matched the ad intent.
“Impact have been fantastic to work with. They’ve provided actionable advice and the changes have made a real difference.”
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