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PH1 core capbility
YEARS EXPERIENCE
10+ years
TYPICAL CLIENT
VP Marketing, VP Digital, CMO, University VP External Relations
NECESSARY TIMELINE
4 to 6 months
BUDGET NECESSARY
Up to $100,000
Our POV
Your website is too complex. Your customers cannot find what they need. Your conversion on critical user flows is underperforming. Your team knows something big needs to change, but the budget process demands evidence before it will fund the work — and the competitive landscape is not waiting.
Meanwhile, AI is reshaping your industry. Customers are arriving with different expectations. Competitors are moving faster. Leadership is asking what your AI strategy is, and nobody has a defensible answer that connects to the website, the customer experience, and the revenue model at the same time. Website modernization in 2026 is not a redesign project. It is an evidence-building engagement that unlocks investment, prioritizes improvements, and tells you exactly where AI creates value — and where it does not.
What We Do
Value mapping. We pinpoint exactly what matters most to your ideal customer profile and your target new customers — the tasks they are trying to complete, the decisions they are trying to make, the information they cannot find. Value mapping focuses every subsequent improvement on the highest-leverage activities.
Conversion flow optimization. We identify the key user flows that drive business value and conduct behavioral research to pinpoint exactly where and why users drop off. This is deep behavioral research into the specific friction points that your analytics can flag but cannot explain.
Prototype testing for new development. We do not just recommend changes — we prototype potential improvements and test them with real users to collect evidence about where new development will create the most value and where it would be wasted. Your team invests against observed behavior, not assumptions.
AI opportunity assessment. We evaluate where AI can be applied to your website and customer experience to create genuine value, and where it would be a distraction or a risk. The assessment is grounded in your specific customer needs, organizational capabilities, and budget reality.
What We'll Deliver
Customer insights: a value map of what your ICP and target new customers need, prioritized by business impact
Evidence: prototype testing results showing which improvements convert and where development investment creates the most value
Creative direction: future-state experience design showing what the modernized website should look and feel like
Growth strategy: prioritized roadmap connecting website modernization to conversion, retention, and revenue outcomes
AI opportunity roadmap: where AI creates value in your digital experience, where it does not, and the phased investment plan
Executive business case: behavioral evidence structured for budget approval and leadership alignment
When This is Essential
Your website is under-performing against both customer needs and competitors
You need evidence to justify a significant modernization investment to leadership
AI is reshaping your industry and you do not have a strategy that connects to your digital experience
You are under pressure to improve conversion on key user flows with constrained resources
You know big changes are needed but cannot afford to make the wrong ones
Frequently Asked Questions
Do you redesign the website, or just research it?
PH1 does not do full website redesign as a production service. We produce the research, evidence, creative direction, and growth strategy that your in-house team or chosen agency executes. Our value is in the decisions, not the pixels.
What if we already have an agency working on the website?
PH1 often works alongside an existing agency as the specialist research partner. We provide the evidence layer the agency cannot produce at the speed the project requires, and we help the agency prioritize the right work.
How do you decide where AI fits in our website?
We start with your customers — not the technology. We research what your ICP actually needs, evaluate where AI can meet those needs economically and at scale, and pinpoint where AI would be rejected, distrusted, or waste investment. The AI roadmap is grounded in customer evidence and budget reality.
What if we don't have the budget for full modernization?
The growth strategy is explicitly phased so your team can fund it incrementally. The engagement produces the business case leadership needs to approve the first phase, and each subsequent phase builds evidence to unlock the next.
How is this different from a conversion rate optimization agency?
CRO agencies run A/B tests on what exists. PH1's engagement goes deeper: behavioral research into WHY users drop off, prototype testing of new development, value mapping against your ICP, and a strategic roadmap — not just a list of button changes.
Combine With These Services
Customer Journey Mapping — Ground website modernization in the full end-to-end experience, not just on-site behavior
CX AI Research & Strategy — Extend website-level insight into a full customer experience strategy
Rapid Prototyping Sprint — Validate specific new development ideas before the modernization program commits resources
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Submissions