Access Paysuite
40% increase in leads

I led the digital transformation process for Access Paysuite, boosting lead generation and revenue through SEO visibility, UX clarity, content strategy & optimization of key conversion journeys across B2B payment products.

My goal was to build a digital platform that drives more form fills, MQLs and SQLs with significant improvements in lead quality.

more leads

0 %

more conversions

0 %

pages redesigned

+ 0

funnel stages rebuilt

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Project overview

Access PaySuite provides payment solutions for both private and public sectors across the UK. When I joined as Web Lead, the digital experience had major isssues:

inconsistent UX
limited SEO visibility
underperforming landing pages
no clear conversion strategy

My goal was to transform their website into a high-performing digital ecosystem – one that increases organic performance, improves lead quality and supports long-term growth.

Challenge

Despite a strong product offering, Access PaySuite’s digital channels underperformed. The main issues fell into three areas:

1. Fragmented website foundation

Outdated architecture and unclear navigation
No scalable content structure for new pages

2. Weak SEO visibility for high-intent payment terms

Limited keyword coverage
Under-optimised product pages
Blog lacked structure, topics, and strategic direction

3. No conversion system behind the website

Inconsistent UX and unclear messaging
No CRO processes or testing framework
PPC and product pages weren’t aligned with buyer intent

Strategy

My strategy covered 3 main pillars – SEO, GEO & content, UX optimisation and conversion performance.

SEO, GEO & Content

To fix underperforming content and low visibility, I built a comprehensive SEO content framework:

Full SEO audit (on & off page + technical)
Competitive analysis
Keyword mapping and clustering aligned with core payment solutions
Rebuilt informational & commercial SEO strategy
Introduced an optimised content model enabling new pages to be added efficiently
Strengthened interlinking and schema to improve website authority
Build & optimised strategy for key pages to boost GEO performance, ensuring visibility in LLMs

UX and optimisation

To address drop-offs and inconsistent user journeys, I led a full UX transformation:

Built a new UX framework simplifying navigation and aligning pages with the user intent
Used heatmpaas & recordings to improve clarity & user journey
Reworked landing pages for SEO, UX and PPC alignment
Established consistent CTA logic across page types (awareness vs conversion pages)

The result: clearer journeys, better message fit, and significantly higher intent alignment.

For CRO

Built a structured CRO testing roadmap prioritised by revenue impact and page type
Implemented data-backed A/B testing changes on key converting pages
Analysed funnel drop-offs using behavioural data and attribution insights
Integrated analytics and CRM data to measure pipeline influence

Before

After

The website was struggling to illustrate the product benefits efficiently and through a modern design, making it hard for the users to understand at a glance what the product offers.

3. Data-Led Iteration

To ensure sustainable performance, I utilised a continuous improvement cycle:

Dashboards tracking form fills, MQLs, SQLs, and conversions across funnels
Monthly A/B testing and content iteration based on real user data
Cross-channel insights validating improvements across SEO, UX, CRO and PPC

This turned the website into an adaptable, performance-driven platform.

Results

See the live website here.

Over a 12-month period, the combined SEO, UX and CRO strategy generated substantial gains at every stage:

Top of Funnel — Form Fills

43% increase in total form fills YoY
54% YoY growth in organic form fills, with consistent post-redesign improvement

Middle of Funnel — MQLs

34% YoY increase in MQL generation
90%+ conversion rate from form fills to MQLs, driven by improved lead quality

Bottom of Funnel — SQLs & Pipeline

20% overall increase in SQLs following UX and CRO improvements
30%+ YoY growth in SQL pipeline, showing long-term revenue impact

Channel Insights

Organic search became one of the top-performing lead sources, contributing 1/3 of total form fills
PPC campaigns improved through new landing page structures and lower CPL
Referral and direct traffic grew thanks to stronger brand trust and consistent UX

Conclusion

This project demonstrates how aligning SEO, UX and CRO can transform a B2B fintech website into a revenue-driving performance machine. Through structured improvements and iterative testing, Access PaySuite now benefits from a scalable digital platform that increases visibility, improves lead quality, and drives long-term pipeline growth. The results prove the value of combining technical precision with user-centric optimisation and data-driven decision making.