My client product is a music school. He told me that his website was not converting anyone in a possible student, and when people came at him, he asked them if they know his website, and the most people answered the same thing: I tried visiting your site, but it's not working.
When I started this project, the first thing that I did: saw how much time his site was taking to load. It was so heavy, that take more than 20 seconds.
Second: It was not working on mobiles.
Besides all this, his site was outdated and it was not attractive.
My solution was to make the site cleaner and lighter, bringing a younger look and also creating the responsive version of the site.