A key component of successful web design is adjusting elements over time-based on user data. When my first iteration of the B&T Fencing website wasn’t generating the leads it needed to, my team had to revise its strategy. We dropped the catalog approach to shopping and adopted a funnel mechanism to drive up phone calls. We also saw the fence estimator was generating better organic leads, so it became more prominent. I ended up creating the second iteration below. Simpler, cleaner, more direct.