Your case studies are not failing. Your navigation is hiding them.

A founder told me the site looked professional and traffic was decent. The portfolio was strong. Testimonials were there.

So we watched session replays on paths that almost converted—pricing, services, contact.

Almost nobody opened the case-study route.

Not because the work was weak.

Because proof lived like fine print: footer link, vague "Work" in the menu, or three scrolls under a hero that never named an outcome.

A cold visitor is not on a treasure hunt. They give you one screen—maybe two—to answer whether they can trust you with their problem.

When evidence is something you discover after you are tired of scrolling, many qualified buyers bounce to competitors who put a named result where eyes already are.

What we changed without a redesign

We did not redesign. We changed discovery:

• One proof block above the fold: who, what changed, link to the story
• Nav that says "Results" or "Case studies," not a polite mystery label
• Each service tier tied to one relevant proof—not a single "see all work" at the bottom

Conversations got shorter at the opener. Fewer "who have you worked with?" More "we saw project X—does that map to us?"

The part I keep forgetting

I still love a clean footer. I have to keep reminding myself: for busy buyers, the footer is often where proof goes to die.

Where does your best proof live today—first screen, or after the scroll?

Want a second look at where proof shows up on your site before you redesign the hero again? Send a note. I will read it like a buyer who has ninety seconds, not like a stakeholder who already knows your portfolio.