Skip to content

Will Cotrino

A $280K Opportunity Uncovered: We audited Will Cotrino’s website and identified high-impact UX and conversion flaws that were costing him up to $24,000/month in potential revenue. Here’s how our insights created clarity—and a path to scale.

Will Cotrino

You’re likely missing out on over ~$280K/year

Due to outdated design and an unoptimized user experience, Will Cotrino’s website could be losing up to $24,000/month in potential consulting revenue.

ux-audit-2025-agency-forkeen

How did we calculate it?

Based on an estimated 2,000 monthly visitors from content, referrals, and ads, a healthy website should convert around 3% to 5% of visitors into leads. However, due to current UI/UX issues, the likely conversion rate is closer to 0.8% to 1%.

With each qualified lead valued between $300 and $500 in consultation sales (potentially leading to larger service deals), this gap represents a significant loss in revenue opportunities.

Key audit areas

style

Visual & Branding

The brand family, competently grown from one master product, retains recognition and transfers equity to other products in the line.
auto_stories

Storytelling & User Experience

The process of creating new products, maintaining uniformity, and managing a brand is becoming more accessible, faster, and cheaper with a transparent visual hierarchy system.
query_stats

Data & Conversion Metrics

The presence of standard rules and principles within the visual language accelerates the creation of marketing assets and creates uniformity throughout the visual layer of the brand. Consistency evokes trust.

Visual & Branding

Inconsistent Visual Language

The website adopts a clean layout, but suffers from inconsistencies in typography, alignment, and spacing. Multiple font styles and weights are used together without a clear hierarchy, resulting in a disjointed visual identity.

Inconsistent Visual Language

Unclear Brand Personality

While the personal branding (name + image) is visible, it lacks emotional resonance and uniqueness. The same photo of Will appears in multiple areas without variation, diminishing its impact and making the site feel repetitive.

Unclear Brand Personality

Outdated Composition

Several interface elements — such as input fields, buttons, and layout structure — reflect outdated web design practices. These reduce the perceived professionalism and modernity of the platform.

Storytelling & User Experience

Unclear Value Proposition

The hero section introduces Will but doesn’t clearly state the core benefit for the visitor. Users should instantly understand what’s in it for them within 5 seconds.

Unclear Value Proposition

Weak Call-to-Action Strategy

CTAs like “¡Regístrate Ahora!” and “Ver Convocatorias” lack visual prominence, consistency, and persuasive microcopy.

Weak Call-to-Action Strategy

Navigation & Flow Gaps

The navigation is minimal but lacks sticky behavior, clear active states, and there’s no guidance for user flow beyond the homepage.

Navigation & Flow Gaps

Data & Conversion Metrics

Cluttered Lead Capture Form

The newsletter/form design feels outdated, lacks clear incentives, and the button “SUSCRÍBETE AHORA” doesn’t stand out.

Cluttered Lead Capture Form

Mobile Experience Needs Optimization

On mobile, spacing feels tight, CTAs are harder to tap, and the layout doesn’t fully leverage mobile-first design patterns.

Mobile Experience Needs Optimization

Performance & Loading

The site could benefit from performance optimization (image sizes, unused scripts).

Performance & Loading

Performance & Loading

The site could benefit from performance optimization (image sizes, unused scripts).

Weak Call-to-Action Strategy

Top 3 Conversion Killers

visibility_off

Weak CTA visibility and messaging

CTAs fail to grab attention or guide users effectively toward key actions, leading to missed opportunities for engagement and lead generation.
help_outline

Unclear Value Proposition

The website doesn’t immediately communicate the core benefits, leaving visitors unsure of how Will’s services can solve their problems—resulting in higher bounce rates.
shield

Lack trust factors due to design choice

Outdated UI elements, inconsistent visuals, and absence of modern design standards undermine credibility. Visitors subconsciously associate poor design with lower service quality, reducing their willingness to convert.

From Guesswork to Growth — Track What Matters

We know that great design drives business results. That’s why we don’t just redesign — we measure. By tracking key metrics before and after our UI/UX improvements, we’ll show exactly how your website converts better, retains more users, and increases revenue. Before we start, we’ll define your baseline metrics to make every improvement tangible and data-backed:

  • Lifetime Value (LTV)
  • Customer Acquisition Cost (CAC)
  • Current Conversion Rate (CR)
  • Bounce Rate
  • Average Session Duration

Forkeen will help you by…

trending_up

Making it interesting

Baseline values: Forkeen can help you increase Revenue and EBITDA
monitor_heart

Making it healthy

Value adders: Forkeen can help you track metrics like LTV and CAC
verified_user

Makes it sellable

Value substractors: Forkeen can mitigate Key Client Risk, Single Channel Risk and Data Risk

Ready to solve these challenges and accelerate your growth?

Choose a time below to start your project kickoff — we’ll review your current challenges and uncover design strategies to help you scale faster and smarter.