Context

GPlasticos is an industrial company that uses its website as the main touchpoint for generating commercial leads, with ongoing investment in paid traffic.
Despite the traffic volume, results were not keeping up with the investment: expensive leads, below-potential conversion rates, and low efficiency of the digital channel as a business asset.

The project consisted of a strategic website redesign, focused on efficiency, clarity, and direct impact on business metrics.
My role was to act strategically across structure, messaging, and experience—connecting design, decision-making, and results.

Problem

The core issue wasn’t traffic — it was clarity and friction.

• Unclear value proposition at first contact

• Excessive technical information without hierarchy

• Confusing path to commercial contact

• High cognitive effort to understand what the company does and what to do next

This resulted in:

• Low conversion rates

• High cost per lead

• Wasted media investment

Solution

The solution was to reorganize the experience to facilitate decision-making.

Key strategic decisions included:

• Restructuring the value proposition for immediate clarity

• Creating a new information hierarchy, prioritizing understanding before technical details

• Simplifying the path to conversion

• Adjusting copy based on user intent

• Designing an interface that guides decisions, not just informs

The focus was not aesthetics, but commercial efficiency.