Homepage Redesign,
Homepage Redesign,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This was about more than just a fresh coat of paint; it was a global relaunch designed to turn Surfe’s homepage from a static site into a high-velocity conversion engine. As the design lead, I had to align the founders’ vision with marketing’s goals to create a narrative that actually made sense in a crowded CRM-automation market.
Research
I started by digging into why the previous site was underperforming. Through stakeholder workshops and competitive analysis, a few things became obvious:
→ Technical jargon obscured our core role as the LinkedIn-to-CRM bridge
→ The site focused on static feature lists rather than a results-oriented story
→ Buried CTAs led to significant drop-offs for mobile and high-intent visitors
→ Failed to leverage elite client testimonials to build trust and close deals
Challenges
The main hurdle was finding the sweet spot in the narrative. I had to build a site that didn't overwhelm new users but still gave experts the technical depth they needed. It was a balancing act between the founders' long-term vision and the marketing team’s need for modular sections they could A/B test without breaking the layout.
Key Solutions
I moved away from static lists toward a conversion-optimised architecture that focused on magic moments:
→ Positioned one-click CRM sync as the primary value differentiator
→ Replaced dense copy with visuals to demonstrate LinkedIn-to-CRM data flow
→ Refined button placement and form fields to accelerate the visitor-to-user transition
→ Built a component system enabling Marketing to iterate 50% faster
Impact
The relaunch turned the homepage into a legitimate growth tool:
→ 45% increase in homepage-to-signup rate
→ 15% lift in high-intent enterprise inquiries
→ 30% growth in organic traffic via structured content modules
→ 22% reduction in bounce rate on key solutions pages
Homepage Redesign,
Homepage Redesign,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This was about more than just a fresh coat of paint; it was a global relaunch designed to turn Surfe’s homepage from a static site into a high-velocity conversion engine. As the design lead, I had to align the founders’ vision with marketing’s goals to create a narrative that actually made sense in a crowded CRM-automation market.
Research
I started by digging into why the previous site was underperforming. Through stakeholder workshops and competitive analysis, a few things became obvious:
→ Technical jargon obscured our core role as the LinkedIn-to-CRM bridge
→ The site focused on static feature lists rather than a results-oriented story
→ Buried CTAs led to significant drop-offs for mobile and high-intent visitors
→ Failed to leverage elite client testimonials to build trust and close deals
Challenges
The main hurdle was finding the sweet spot in the narrative. I had to build a site that didn't overwhelm new users but still gave experts the technical depth they needed. It was a balancing act between the founders' long-term vision and the marketing team’s need for modular sections they could A/B test without breaking the layout.
Key Solutions
I moved away from static lists toward a conversion-optimised architecture that focused on magic moments:
→ Positioned one-click CRM sync as the primary value differentiator
→ Replaced dense copy with visuals to demonstrate LinkedIn-to-CRM data flow
→ Refined button placement and form fields to accelerate the visitor-to-user transition
→ Built a component system enabling Marketing to iterate 50% faster
Impact
The relaunch turned the homepage into a legitimate growth tool:
→ 45% increase in homepage-to-signup rate
→ 15% lift in high-intent enterprise inquiries
→ 30% growth in organic traffic via structured content modules
→ 22% reduction in bounce rate on key solutions pages