From Startup Growth to Scalable Lead Engine
Project Context
UpReach is a B2B SaaS company in the Live Marketing tech space.
After several product pivots, the old website had reached its limits: the content was fragmented, conversions couldn’t be tracked, and maintaining pages was too time-consuming for the small marketing team.
Business Goals
- Sharpen brand and product positioning
- Improve organic visibility and SEO performance
- Simplify lead-generation funnels
- Enable self-managed updates through a scalable CMS
Strategy & Approach
I began with a funnel and content analysis to identify drop-offs and high-value traffic sources.
From there, I restructured the information architecture to align SEO, user logic, and conversion psychology.
In parallel, I developed a modular Webflow design system that allowed both marketing and product teams to manage content autonomously and consistently.
Key initiatives included:
- Consolidated navigation into three main user paths: Product, Demo, and Case Studies
- Introduced a CMS with clear content hierarchies and reusable modules
- Optimized performance to reach Core Web Vitals >90
- Built data-driven landing pages with integrated A/B testing and goal tracking
- Relaunched in close collaboration with Sales and SEO
KPIs & Results (6 months after launch)
+66 % organic traffic increase
+24 % higher conversion rate
+41 % user satisfaction (based on feedback & heatmaps)
+19 % higher form completion rate
70 % faster content updates for the marketing team
(Data sources: Google Analytics, CRM tracking, internal user surveys)
Behind the Scenes
I began with a funnel and content analysis to identify drop-offs and high-value traffic sources.
From there, I restructured the information architecture to align SEO, user logic, and conversion psychology.
In parallel, I developed a modular Webflow design system that allowed both marketing and product teams to manage content autonomously and consistently.
Key initiatives included:
- Consolidated navigation into three main user paths: Product, Demo, and Case Studies
- Introduced a CMS with clear content hierarchies and reusable modules
- Optimized performance to reach Core Web Vitals >90
- Built data-driven landing pages with integrated A/B testing and goal tracking
- Relaunched in close collaboration with Sales and SEO
Tools & Stack
Webflow · Figma · Google Analytics 4 · HubSpot · SEMrush · Microsoft Clarity
Key Insight
Good websites aren’t built through aesthetics or trends. They emerge from structure, focus, and collaboration. This project proved that clarity and system thinking deliver longer-lasting impact than visual polish ever could.
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