Summize
Strategy, copy, design and dev of 5 key pages for Summize, plus a CRO strategy to further capitalise on the business’ year-on-year growth rate.
Problem
Aligned the website’s messaging, design, and user journey to reflect the evolution of the business, while building a scalable structure and framework for growth.
Goal
- Increase demo-booking conversion rate:
- Short term: Improve copy and reduce friction through design
- Long term: Strengthen brand and positioning
Approach
Strategy
- Audited the existing site for UX, messaging, and CRO gaps
- Brand refresh to improve look, feel, and usability
Messaging & Copy
- Ran workshops to align on ICP, ICA, offer, pricing, messaging frameworks, and brand
- Wrote conversion-focused copy for 5 key pages based on insights
Design & Development
- Built a new design system for scalability, consistency, and performance
- Designed and developed 5 pages in Webflow, structured for easy updates by the internal team
CRO Strategy
- Delivered a full CRO strategy, including:
- Business, marketing, and conversion goals
- ROI calculator
- Page prioritization (PIE framework)
- Test plan and prioritization (ICE framework)
- GTM setup and data tracking
- Tool stack recommendations
- And more...
- Walked the client through the strategy to ensure they felt confident managing in-house CRO implementation
Before vs After
Before
After
