How I Rebuilt 3 Websites and Tripled Online Conversions

From cluttered CTAs and $500 CPAs to a streamlined funnel that boosted conversions by 300%

Key Metrics

• CPA before rebuild: $400–$500

• CPA after rebuild: $100

• Conversion lift: +300%

• Landing page relevance: Matched to user location + ad intent

• Organic performance: Higher rankings for local storage terms

The Problem

When I was asked to manage the marketing department for a major self storage portfolio, the websites for all our brands were stuck in the past.

• Cluttered CTAs: On the homepage above the fold, there were six competing calls-to-action. Users didn’t know what to click.

• Inefficient paid campaigns: Most paid traffic went to the homepage or to a single store’s page, even for ads targeting other regions.

• High CPA: $400–$500 for a conversion.

• Brand perception: Sites looked dated and lacked the trust factor modern consumers expect.

• All the websites were built on different platforms. We needed to consolidate the all brands onto one single backend.

Modernize the Brand Without Losing Recognition

There was skepticism from senior leadership about changing logos, they feared customers wouldn’t recognize us.

Solution: Subtle modern updates. We refreshed the look without breaking brand recognition.

Fix the User Interface and Funnel

• Reduced above-the-fold CTAs from six to one clear, high-intent CTA.

• Designed a guided flow to funnel users from the homepage to the most relevant pages.

• Added geolocation technology to detect where a user was visiting from and automatically show facilities closest to them.

Rebuild in Django for Power and Flexibility

I hired a software engineer and rebuilt the site in Django.

Why Django?

1. Python’s growing ecosystem meant long-term scalability.

2. The ability to pull live facility data (availability, pricing, features) directly from our database.

This made the site more dynamic and conversion-focused.

Create Hyper-Local Landing Pages

We built location-specific landing pages that:

• Showed multiple facilities in a given area.

• Displayed live pricing.

• Matched the ad group’s targeting and copy.

• Optimized for both conversion rate and local SEO.

This drastically improved relevance for paid campaigns and helped us climb organic rankings.

The Results

• Online conversions up 300%.

• Paid search CPA dropped to $100 on a 1100 LTV.

• Organic traffic increased for local storage searches.

• Users spent less time searching, more time booking.

Takeaway for Growth Marketers

A website redesign isn’t about making it look pretty.

It’s about removing friction, matching intent, and structuring the funnel so that every click has a purpose.

In our case, that meant:

• Cutting cluttered CTAs.

• Using tech (geolocation + live data) to improve relevance.

• Aligning paid and organic strategies around high-intent local pages.