Task: Rebuild marketing architecture and conversion
Rebuild marketing architecture and conversion
Separate key B2C/B2B scenarios, strengthen the offer, and make pages conversion-oriented.
Marketing and Conversion
Context
The current website simultaneously sells B2C services and B2B directions. On the homepage and several landing pages, the commercial offer is mixed with a large amount of historical SEO text, making it not always obvious to the user where to go and what to order.
Main Scope of Work
- define 3–5 main commercial directions and visitor roles;
- separate B2C and B2B scenarios where their needs and arguments differ;
- formulate clear offers, benefits, and CTAs for key landing pages;
- create distinct, strong scenarios for balloon printing/branding, event decoration, and delivery;
- structure proof elements: work examples, prices/ranges, timelines, delivery terms, reviews, FAQs, B2B processing;
- remove text for the sake of text: SEO content should support the purchase decision, not hinder it;
- check the mobile user journey to submitting a request, call, or messenger chat;
- determine the minimum set of forms and fields to avoid lowering conversion rates.
Definition of Done
Key segments quickly understand the offer, see relevant proof, and can take the target action without unnecessary steps.
Ворклоги
Progress as of September 30, 2026
The actual baseline for the subsequent restructuring of the marketing architecture has been collected, but the new commercial structure itself has not yet been implemented.
Eight page types of the current website have been documented: home, printing, delivery, service, shop, contacts, print request, and questionnaire. 37 desktop/mobile screenshots, HTML/metadata, images, and user scenarios have been preserved.
UX issues of the current website have been identified: mobile overflow on the home and contact pages, JS errors on nested pages, a fatal PHP error on the shop page with an HTTP 200 status, broken resources, and a dependency of part of the interface on Metrika.
The new HAIH foundation has already received its own Layout/Header/Footer and a draft of the home page; irrelevant routes from the original HAIH template have been removed, and the document language has been set to Russian.
The main marketing work remains: defining and separating key B2C/B2B scenarios, restructuring offers and CTAs, proof/cases/prices/FAQ, the mobile path to conversion, and full-fledged commercial pages. The current MainPageCustom remains a placeholder for now.