+26%
Site-wide conversion rate
DentalPlans.com · Following a checkout redesign.
CRO & Website Strategist
Experience That Converts.
I help businesses improve how they get found online and turn more website visitors into calls, leads, bookings and sales. My work spans website strategy, conversion optimization, ecommerce, search (SEO, AEO, GEO) and digital growth. Today, I lead that work through CrackTheGrade.com
Work With Joseph“I identify inefficiencies then provide solutions that positively impact revenue.”
Selected Career Experience
CVS Health
dyson
WebMD
aetna
Cigna
Humana
Electrolux
Miele
DentalPlans
Thryv
Henry Schein
NuTone
Careington
One Park Financial
Selected Career Results
≈$3.3M
Landing-page revenue
DentalPlans.com · One page over 12 months.
120+
Experiments conducted
Across SaaS and ecommerce roles at Thryv and DentalPlans.com.
20+
Years in digital
Website strategy, design and optimization.
Results from my previous in-house and consulting work. Outcomes vary by business, market and implementation.
The approximately $3.3 million represents revenue through one landing page over 12 months, not incremental revenue attributed solely to its redesign.
Case Studies
Experience Built Across Brands, Business Models and Markets.
My career has taken me across SaaS, ecommerce, healthcare, local services and digital commerce-working on websites where performance was measured in qualified leads, conversion, revenue and customer acquisition efficiency.
DentalPlans.com · Checkout Redesign
The Checkout Had Seven Steps.
That Wasn’t the Only Problem.
I reduced the checkout from seven steps to two, removed distractions and simplified the form. Site-wide conversion increased 26% following the combined changes.
Read the Checkout Case Study at CTGDentalPlans.com · Mobile Optimization
Making Mobile Easier to Buy From.
I developed a repeatable framework for improving the mobile purchase journey. Mobile revenue increased 39% across six properties—a result for the group, not a 39% increase at every site.
Read the Mobile Case Study at CTGThryv · Paid Landing Pages
A Booked Demo Was
Only Part of the Goal.
I redesigned paid landing pages around audience needs and ad-to-page continuity. Across the broader paid acquisition program, demo-to-opportunity conversion increased 28% while paid customer acquisition cost fell 10%.
Read the Lead Quality Case Study at CTGDentalPlans.com · Landing-Page Optimization
One Landing Page.
Approximately $3.3 Million in 12 Months.
I clarified the savings message and connected it with the purchase journey. Lead capture increased 84% and units sold increased 25%. The revenue figure is revenue through the page, not incremental redesign revenue.
Read the Landing Page Case Study at CTGCore Competencies
The Elements of Better Website Decisions.
How we integrate experience design, organic acquisition strategy, and conversion optimization to drive enterprise growth through Crack The Grade.
High-Performance Experience Design.
We engineer strategic UX/UI overhauls and high-performance web platforms built for scale, speed, and modern positioning.
Our Approach: Deploying custom digital ecosystems engineered to convert traffic into revenue.
High-Intent Acquisition Strategy.
Commanding organic visibility through advanced local SEO, localized map pack dominance, and generative engine optimization (GEO).
Our Approach: Securing visibility across search engines and AI discovery platforms where users have high intent.
Data-Driven Conversion Optimization (CRO).
Maximizing current web assets with frictionless capture architecture, optimized landing pages, and cross-device funnel design.
Our Approach: Extracting untapped revenue from your existing traffic by fixing leaky funnel stages.
The 5 Steps to Predictable Website Revenue.
A high-performing website does more than look good. It attracts the right audience, makes the value clear, builds confidence, removes friction and drives measurable business outcomes.
01
Get Found
Earn the right traffic through search, AI and other channels.
02
Be Understood
Make the offer and value immediately clear.
03
Build Confidence
Use proof, clarity and relevance to reduce risk.
04
Make Action Easy
Remove friction from calls, forms, booking and purchase.
05
Measure What Follows
Follow the journey far enough to understand exactly what happens next and what becomes business.
ABOUT JOSEPH
Strategist With a Founder’s Perspective.
Joseph has led global conversion strategy and built businesses of his own. Today, he brings that experience to service businesses through Crack The Grade.
Biography
Joseph Kiske’s career connects hands-on website work with responsibility for business outcomes. His 20+ years of experience span design, development, ecommerce, search and conversion strategy.
At Thryv, he led conversion strategy and experimentation across the United States, Canada, Australia and New Zealand. His paid landing-page work contributed to a broader acquisition program that increased demo-to-opportunity conversion by 28% while reducing paid customer acquisition cost by 10%.
At DentalPlans.com, he combined front-end development, visual design and conversion testing. Site-wide conversion increased 26% following his checkout redesign, while his mobile optimization work increased mobile revenue by 39% across six properties.
Earlier, as Marketing Director, E-commerce at Think Vacuums, he led digital growth across four web properties and managed approximately $1.2 million in annual paid media spend. He also co-founded The Barcode Magazine and founded BeerAnyone, taking responsibility for securing funding, building teams and developing the businesses.
Today, he works directly with service-business owners through Crack The Grade on website strategy, design, local search and conversion optimization. He helps clients identify what stands between customer interest and action, then prioritize improvements around measurable business outcomes.
Crack The Grade
Before You Scale Traffic, Examine the Path to Revenue.
At CTG, we examine how customers find you, what helps them decide and where the path to an inquiry or sale becomes difficult. Bring us the business problem before you commit to the website solution.
Discuss Your Website With Joseph