Seamless.AI Website Redesign

Creative Breif

Seamless.AI’s Engineering team is focused strictly on building, maintaining, and innovating the product. Bandwidth issues along with competing priorities meant making a simple text change could take 2+ weeks. The Design team was tasked with onboarding a new platform that would let Marketing take control of the company’s website and redesign it from the ground up. This would allow Marketing to implement a go to market strategy and scale as needed.

Tools

• 

  Adobe XD

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  Photoshop

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  Webflow

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  Visual Studio Code

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  Google Tag Manager

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  Google Analytics

Challenges

• Needed the Engineering team’s approval. They seemed skeptical that Marketing would have the capabilities to build and maintain a performant site and were more inclined to go the headless CMS route.
• Leadership was pushing an extremely aggressive timeline.
• The company had a set of Directory Pages that pulled information from the backend. It would not be feasible to import this data into another platform.

Results

• 2-3x Conversion Rate.
• Worked in an MVP format and got leadership buy-in along the way.
• Worked with Dev to setup a Reverse Proxy for the Directory Pages.
• 2023 Webflow Awards Finalist in the Brand Transformation category.

Seamless.AI went from 15+ pages to 130+ pages in just under 5 months.

The team designed a completely new website, onboarded and learned a new tool, developed all pages with performance in mind from the start, and so much more. With that, conversion rates immediately shot up 2-3x what the original site performed. The average conversion rate for B2B sales websites is 2.23%, with the top 25% of sites hitting 4.31%. Seamless.AI was able to achieve a 7% conversion rate through the launch of the new marketing owned website and continued expansion of the MVP build.

The Directory Pages are still maintained by the Engineering team through the use of a reverse proxy. This allows the Marketing and Engineering teams to work in separate environments that ultimately push to the same domain - an important SEO factor. The teams are now able to work on departmental business initiatives that are the highest priority for each team respectively.

As a bonus, the new site was a top 4 finalist in the 2023 Webflow Awards for the Brand Transformation category. And while Seamless.AI did not win the ultimate award, I’m extremely proud of the work our small team was able to accomplish in this massive undertaking - an initiative that would normally take larger organizations 1-2 years to launch. This project was just the beginning. Further plans and optimizations are already underway to continue to help the business reach new heights.