You've probably searched some version of this already: does a website redesign actually increase leads. Every result answers with the same kind of proof. A percentage, unattributed. "Redesigns lift conversion by 30% on average." Nobody names whose average, what sample, or how it was measured.
An Industry Average Can't Answer Whether a Redesign Will Increase Your Leads
Every business that redesigns starts from a different site, a different traffic source, a different offer, a different price point. An average smooths all of that into one number that describes nobody's actual business. Even if the average were real, sourced, and disclosed, it would still be answering the wrong question. Your site's specific problem isn't the same as the average site's problem, so an average result doesn't predict yours.
There's a selection problem baked into most of these numbers too. Companies publish a case study when the redesign worked. Nobody writes the post titled "we redesigned our site and nothing changed." The stats you find searching this query come from whoever was willing to brag about a win. That's a self-selected sample, and it skews the whole picture.
We checked before writing this. There's no real, methodology-disclosed study measuring redesign-to-lead-volume impact that we could find and verify. So this article uses a real number instead of pretending to know an industry one.
What a Real, Checkable Number Actually Looks Like
Selo H is Brazil's first workplace mental-health certification built to international standards. We rebuilt its site around what it actually needed structurally. That's a different argument, already made elsewhere. This article is about what happened next, and how to check it.
Full case study →
Same product, same market, same company. The only variable that changed was the site's structure. What makes this number checkable instead of just claimed:
- Measured against a 30-day baseline recorded before launch. Not compared to an industry guess, compared to this exact site's own prior performance.
- Zero paid traffic behind either number. The lift isn't explained by more people showing up, only by more of the same people converting.
- The client said it independently. "We're seeing 3x to 5x more leads this month than before the rebuild." (Selo H team, month 1 post-launch, and now confirmed by the analytics above.)
None of that makes the number a universal promise. It makes it one specific, checkable result, from one specific, named site. That's the whole difference between this and "30% on average."
What to Ask Before You Trust Any Number Like This, Including Ours
The next time an agency (any agency, including this one) shows you a stat, this is what actually separates a real number from a repeated one:
- What's the baseline period, and was it measured before the change or estimated after the fact?
- Was there paid traffic behind the lift, or is it organic and referral only?
- Is the number an average across a pile of unnamed clients, or one named, specific case you could ask to see the raw data for?
- Would they actually show you the underlying numbers, or only the percentage?
If the answer to the last one is no, that's the whole review. A number nobody will show their work on isn't evidence. It's marketing copy wearing a percentage sign.