Dan Maffucci growth playbook

Export the banner as WebP or AVIF at the size it is shown (or rebuild it as a CSS gradient), so it is under 100 KB. Load the two IBM Plex families in fewer weights with preload and font-display swap, which removes most of the 1.25 seconds of render-blocking. Rerun PageSpeed and put the before and after on a short "I audited my own site" post.

A specialist who sells faster, cleaner pages is judged on his own page. Cutting the page to well under 1 MB should bring the phone test under 2.5 seconds and give you a small, real case study to share with prospects.

[ ] cta-bg-green-pink.png (3.6 MB) -> WebP/AVIF under 100 KB
[ ] Google Fonts: drop unused weights
[ ] Preload main font, font-display: swap
[ ] <main> landmark and 48px tap targets
[ ] PageSpeed phone rerun x3, median saved
[ ] Before/after post on LinkedIn

• The gradient looks different as WebP

  Compare side by side at full width before publishing.

• Lab numbers move between runs

  Run the test three times and quote the median.

• Asset checkThe background of the "Ready to Optimize Your User Experience?" call-to-action banner is a PNG (assets/images/cta-bg-green-pink.png) of 3,592,786 bytes, about 86% of the homepage's weight. The other images are WebP files under 410 KB and the mobile hero video is 48 KB. The stylesheet loads two Google Fonts families in eight weights (IBM Plex Sans 300-700, IBM Plex Mono 400-700) before the page can render.Source
• Google PageSpeedHomepage, phone test: score 88 (desktop 100); main content appears in 2.9 seconds (Google's target is 2.5); the page downloads 4.1 MB, 3.8 MB of it images; "Improve image delivery" could save 2.9 MB and render-blocking requests about 1.25 seconds; the largest element is the hero video. Accessibility 93: touch targets too small or close, and no main landmark. No Chrome UX Report data from real visitors is available for the site.Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source

Add a light, cookie-free analytics tool (for example Plausible, Fathom or Cloudflare Web Analytics), tag every "Schedule a call" click by position, and connect Cal.com's booking confirmation as the conversion. Review the numbers monthly.

You sell measured decisions; measuring your own funnel shows which proof makes people book and gives you a baseline for every later idea here.

• Low traffic gives noisy numbers

  Read trends quarterly, not weekly.

• Your websiteSite plumbing: /robots.txt and /sitemap.xml both return the homepage HTML instead of real files (PageSpeed reports "robots.txt is not valid"), so the four case study pages are not listed in any sitemap; the homepage has no social share image; no analytics or testing script loads on the homepage (the only scripts are the site's own main.js and Cloudflare's email protection); there is no blog and no pricing page.Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteBooking: the Cal.com page is a single "30 Min Meeting | Dan Maffucci" event with no questions about the prospect's site, platform, traffic or goals. The only social link on the site is LinkedIn.Source

Add a plain robots.txt that points to a sitemap, publish sitemap.xml listing the homepage, case studies page, the four case studies and the legal pages, and add Open Graph tags with a 1200x630 image (a case study result works well). Submit the sitemap in Search Console.

Case studies are your best sales pages; getting them indexed and shown with an image when shared helps both search and the LinkedIn posts that drive most freelance work.

• Host rewrites still catch the files

  Check the response headers after deploy.

• Your websiteSite plumbing: /robots.txt and /sitemap.xml both return the homepage HTML instead of real files (PageSpeed reports "robots.txt is not valid"), so the four case study pages are not listed in any sitemap; the homepage has no social share image; no analytics or testing script loads on the homepage (the only scripts are the site's own main.js and Cloudflare's email protection); there is no blog and no pricing page.Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source
• Your websiteBooking: the Cal.com page is a single "30 Min Meeting | Dan Maffucci" event with no questions about the prospect's site, platform, traffic or goals. The only social link on the site is LinkedIn.Source

Add four booking questions: site URL, platform (Shopify, headless, other), monthly sessions or revenue band, and the page they worry about most. Spend five minutes on their site before the call and open with two specific observations. Send a short note to those below the traffic needed for testing offering the audit instead.

Prospects remember the consultant who already looked at their site, and the traffic question protects your time and their budget.

• Fewer bookings

  Keep questions short and only the URL required at first.

• Your websiteBooking: the Cal.com page is a single "30 Min Meeting | Dan Maffucci" event with no questions about the prospect's site, platform, traffic or goals. The only social link on the site is LinkedIn.Source
• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source

Package the audit with a fixed scope and price: a recorded review of the key pages, a ranked list of "immediate improvements" and test ideas, and a review call, delivered in a set number of days. Credit the fee against the first month of testing. Put it on its own section with a buy or book button.

A fixed, smaller first purchase lowers the risk for the buyer and turns many audits into testing programs, because the test plan is already written.

• Audits replace programs

  Keep the audit narrow and the credit time-limited.

• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source

Ask each larger past client for approval to publish one test, or publish it anonymized ("a US telehealth brand") with the control, variant, metric and significance, in the same format as the current four. Link each logo to its study or to a matching anonymized one.

Big-brand proof with real numbers is the strongest reason to pick a freelancer over an agency.

• Clients decline to be named

  Use anonymized industry labels.

• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteTestimonials on the homepage: a Growth Manager at Ro ("We considered him a crucial member of the Ro team") and a Director of Growth at Amwell ("Easily one of the best partners", noting he calculated significance on down-funnel events).Source

Add a small calculator: monthly revenue, expected lift range (your 5-10% onsite figures), months, and your monthly fee, showing extra revenue and payback in tests. Correct the FAQ sentence and send the calculator result in proposals.

A prospect who sees their own payback in numbers is easier to close, and the math they do themselves is believed more than a claim.

• Overpromising

  Show a range and note that some tests lose.

• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source

Build a page per page type (homepage, collection, product page, cart, landing page) listing anonymized tests: hypothesis, change, result, and confidence, including losers. Add a short "what we learned" line to each.

Losers and patterns are rare content that only practitioners have; it ranks, gets shared and shows depth beyond four wins.

• Clients recognize their tests

  Strip brand details and ask when unsure.

• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source
• Your websiteSite plumbing: /robots.txt and /sitemap.xml both return the homepage HTML instead of real files (PageSpeed reports "robots.txt is not valid"), so the four case study pages are not listed in any sitemap; the homepage has no social share image; no analytics or testing script loads on the homepage (the only scripts are the site's own main.js and Cloudflare's email protection); there is no blog and no pricing page.Source

Keep a list of every past client contact, set LinkedIn alerts for job changes, and send a congratulations note with an offer of a free first-week audit at the new company. Track replies and signed work.

Warm referrals from people who already trust your work close faster than any other source.

• Feels pushy

  Lead with congratulations and keep it short.

• Your websiteTestimonials on the homepage: a Growth Manager at Ro ("We considered him a crucial member of the Ro team") and a Director of Growth at Amwell ("Easily one of the best partners", noting he calculated significance on down-funnel events).Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteBooking: the Cal.com page is a single "30 Min Meeting | Dan Maffucci" event with no questions about the prospect's site, platform, traffic or goals. The only social link on the site is LinkedIn.Source

Package a three-week sprint: research, one long-form landing page designed for one audience, a test against the current destination, and a results report. Price it as a project and offer an ongoing program afterwards.

A clear, short product with a proven result is easy to buy from a paid-media budget, which is often larger and faster to approve than a CRO budget.

• Low traffic for a test

  Set a minimum ad spend for the sprint.

• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source
• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source

Approach five small paid social and search agencies with a white-label or referral arrangement: they introduce clients whose ads perform but sites do not, you run audits or sprints, and they get a referral fee or margin.

Agencies have budgets and relationships already, and better conversion makes their ads look better, so both sides gain.

• Partners compete later

  Keep the arrangement clearly scoped.

• Competitor researchRivals' own homepages: The Good, "a digital experience optimization consultancy delivering 16:1 ROI through CRO, UX research, and A/B testing for SaaS and ecommerce"; Speero, a "Growth Experimentation agency & Consultancy" with "AI Experimentation"; Conversion, "The World's Leading Dedicated CRO Agency", trusted by Microsoft, Meta and Dollar Shave Club. Thesis, Dan's former agency, now leads with performance marketing ("Fueled by high-impact creative, backed by data").See the research Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source
• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source

Write two pages, "CRO for telehealth" and "CRO for DTC food and beverage", each with the funnel problems you see (intake forms, subscriptions, bundles), relevant tests and logos. Use them in outreach to each group.

A specialist who speaks the buyer's industry wins over a generalist agency, and the pages give search and AI assistants a clear reason to cite you.

• Narrowing scares off other leads

  Keep the homepage general.

• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Competitor researchRivals' own homepages: The Good, "a digital experience optimization consultancy delivering 16:1 ROI through CRO, UX research, and A/B testing for SaaS and ecommerce"; Speero, a "Growth Experimentation agency & Consultancy" with "AI Experimentation"; Conversion, "The World's Leading Dedicated CRO Agency", trusted by Microsoft, Meta and Dollar Shave Club. Thesis, Dan's former agency, now leads with performance marketing ("Fueled by high-impact creative, backed by data").See the research Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source

Keep a shared ledger per client: each test, result, confidence and estimated annual value, with a running total against fees paid. Review it in a short quarterly call and agree the next quarter's plan.

A visible running total makes renewals easy and turns the client's growth lead into an internal champion.

• Value estimates questioned

  Use conservative, agreed formulas.

• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteTestimonials on the homepage: a Growth Manager at Ro ("We considered him a crucial member of the Ro team") and a Director of Growth at Amwell ("Easily one of the best partners", noting he calculated significance on down-funnel events).Source

Each month pick one well-known DTC product page, post three observations with screenshots and test ideas, and offer the full audit to the brand. Link the post to the audit offer.

Specific, useful critique is shared widely and brings in exactly the audience that buys audits.

• Brand takes offense

  Keep it respectful and constructive.

• Your websiteBooking: the Cal.com page is a single "30 Min Meeting | Dan Maffucci" event with no questions about the prospect's site, platform, traffic or goals. The only social link on the site is LinkedIn.Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source

Read the Cloudflare DMARC reports for two weeks, confirm only Google and Cal.com send for the domain, then move to "p=quarantine" and later "p=reject".

For a one-person business, a spoofed email in your name costs trust you cannot easily rebuild.

• Legitimate mail blocked

  Move one step at a time.

• DNS checkdanmaffucci.com uses Google Workspace with SPF (~all) and DKIM; DMARC is "p=none" (monitor only) with Cloudflare reporting.Source

Publish three tiers: tests per month, pages covered, design and development included, and reporting, for example at the low, middle and top of your range. Keep a "custom" option and show the audit as the entry point.

Clear tiers shorten sales cycles and let prospects pre-qualify themselves.

• Price anchors too low

  Show the top tier first.

• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteSite plumbing: /robots.txt and /sitemap.xml both return the homepage HTML instead of real files (PageSpeed reports "robots.txt is not valid"), so the four case study pages are not listed in any sitemap; the homepage has no social share image; no analytics or testing script loads on the homepage (the only scripts are the site's own main.js and Cloudflare's email protection); there is no blog and no pricing page.Source

Formalize a small bench (two designers, two developers, a copywriter) with set rates and processes, show them on the site as your team, and use them to run two or three more programs at the same time.

More capacity at the same quality raises revenue without building an agency, and buyers trust a named team.

• Quality drops

  Review every variant before launch.

• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source

Build three simple calculators on danmaffucci.com: sample size, test duration from traffic, and significance from results, each with a short explanation and a link to book a review.

Free tools rank and get linked for years, and the people who use them are planning tests, your exact buyers.

• Many free calculators exist

  Make yours clearer and link it to the test library.

• Your websiteHomepage FAQ: engagements "typically range from $5,000 to $12,000 a month"; a test runs "2-4 weeks"; expect "5-10%" lifts from onsite tests and "10-20%" from landing page tests; clients "see a return on their investment within 1-3 tests"; onboarding "about a week"; copywriting, design and development resources can be provided. The ROI answer says a brand at "$2,000,000 a month in sales" with "a 5% improvement" gains "an additional $1,000,000 annually" (5% of $24 million a year is $1.2 million).Source
• Your websiteTestimonials on the homepage: a Growth Manager at Ro ("We considered him a crucial member of the Ro team") and a Director of Growth at Amwell ("Easily one of the best partners", noting he calculated significance on down-funnel events).Source
• Your websiteSite plumbing: /robots.txt and /sitemap.xml both return the homepage HTML instead of real files (PageSpeed reports "robots.txt is not valid"), so the four case study pages are not listed in any sitemap; the homepage has no social share image; no analytics or testing script loads on the homepage (the only scripts are the site's own main.js and Cloudflare's email protection); there is no blog and no pricing page.Source

Run one test on the homepage (headline or section order), measured on booking clicks, and publish the result with the method, even if it loses. Repeat each quarter.

Showing your own experiment, with honest results, demonstrates the method better than any claim.

• Low traffic

  Treat it as a demonstration and say so.

• Your websiteSite plumbing: /robots.txt and /sitemap.xml both return the homepage HTML instead of real files (PageSpeed reports "robots.txt is not valid"), so the four case study pages are not listed in any sitemap; the homepage has no social share image; no analytics or testing script loads on the homepage (the only scripts are the site's own main.js and Cloudflare's email protection); there is no blog and no pricing page.Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source
• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source

Pitch ten DTC and growth podcasts with three story options, offer a free audit to listeners, and use a tracked link.

Podcasts build trust at scale for a one-person business and leave a lasting archive.

• Few bookings

  Start with smaller shows.

• Your websiteCase studies page: four studies, each with control and variant images: Porte + Hall (+24% revenue per visitor in 19 days from a best-sellers carousel and navigation, +20.5% mobile purchase conversion), Saltair (+8.8% conversion and +6.2% revenue from a redesigned product page, conversion now "between 3.5% and 4%"), Atolla Skincare (+67% conversion from paid social with a dedicated landing page, +30% quiz completions, 21 days) and Juneshine (+8.68% average order value and +3.45% conversion from a collection page). None covers the best-known logos on the homepage (HelloFresh, Ro, Amwell, Lovevery).Source
• Your websiteBooking: the Cal.com page is a single "30 Min Meeting | Dan Maffucci" event with no questions about the prospect's site, platform, traffic or goals. The only social link on the site is LinkedIn.Source

Add a short accessibility section to the audit: touch targets, contrast, labels and keyboard paths on the key pages, with conversion-safe fixes. Fix your own two flags first.

It adds value to the audit with little extra time and opens conversations with brands that need it.

• Scope creep

  Keep it a short pass, not a full accessibility audit.

• Google PageSpeedHomepage, phone test: score 88 (desktop 100); main content appears in 2.9 seconds (Google's target is 2.5); the page downloads 4.1 MB, 3.8 MB of it images; "Improve image delivery" could save 2.9 MB and render-blocking requests about 1.25 seconds; the largest element is the hero video. Accessibility 93: touch targets too small or close, and no main landmark. No Chrome UX Report data from real visitors is available for the site.Source
• Your websiteHomepage (checked October 20, 2026): headline "Every Click Counts. Make Yours Convert."; "Trusted by 50+ brands" above 11 client logos (Wandering Bear, HelloFresh, Getaround, Juneshine, Lovevery, Thesis, Ro, Roman, Nuts, Evernow, Amwell); three services (User Experience Audits, CRO Testing as the "Core Service", Design & Development); background "forged at a CRO agency pioneer, Thesis Testing" and agency leadership roles. All six "Schedule a call" and "Get in touch" buttons open the same Cal.com "30 Min Meeting" page.Source