Why a website stops working after launch
Clients came for a website, paid once and left — and after that nobody really worked on the site. The market changes, ads get more expensive, competitors update, and the site stays the way it was launched.
What growth includes
| Area | What I do |
|---|---|
| Analytics | the path from the first visit to a request and a sale, by traffic source |
| Hypotheses and A/B tests | what hurts conversion, testing changes on real visitors |
| New pages and scenarios | for new services, search queries and client segments |
| SEO and content | pages for search and AI answers, better copy |
| Automation | routine goes to AI, decisions and quality control stay with me |
| Integrations | CRM, payments and other systems as needed |
What it looked like on a fintech project
For a year and a half I ran the website of a virtual card service as Web Product Lead: redesign, a move from Tilda to Webflow with no traffic loss, SEO from scratch, product pages built around use cases. As a result, a visitor from search reaches Telegram twice as often as one from ads — 41% vs 20% (Yandex Metrica, Jul 22 – Aug 21, 2026).