Primary Goal
Clarify the product narrative and move visitors into high-intent actions faster
Main conversion target for this website.
Client Website Case Study
Personal News
Website rebuild + product storytelling
Personal News is a website case study focused on clarify the product narrative and move visitors into high-intent actions faster. This work prioritized a faster path from first impression to high-intent action while maintaining a clean visual standard.
Project Outcome
Cleaner message hierarchy + stronger conversion path from first scroll
Measured by conversion quality and action clarity.
Scope
Website rebuild + product storytelling
Defined early to keep execution focused and efficient.
Market
Tampa Bay and surrounding markets
Localized decision-making and trust positioning.
Business Context
The project focused on repositioning a voice-first product narrative so first-time visitors could understand value fast and move directly to key actions.
Audience Focus
Local service buyers comparing multiple providers quickly, often on mobile, and looking for immediate trust and a clear next action.
Constraints We Designed Around
- Keep the page lightweight and fast while still feeling premium.
- Reduce friction between first impression and contact action.
- Make trust and credibility visible before asking for commitment.
Strategy
What shaped the direction
Offer Clarity First
Reframed first-screen messaging around the business outcome so visitors immediately understand why this website exists.
Trust Before Ask
Moved proof elements (experience, ratings, credibility cues) next to key decisions to reduce hesitation before contact.
Single Conversion Path
Reduced competing actions and aligned section order to one clear conversion flow: problem -> proof -> action.
Execution
How this moved from idea to launch
01
Discovery
Focus: Offer, audience, and conversion target
Output: Messaging priorities and conversion hierarchy.
02
Structure
Focus: Section order and page flow
Output: Wireframe focused on scanning speed and CTA intent.
03
Design + Build
Focus: Visual system and responsive implementation
Output: Production-ready website optimized for mobile behavior.
04
Launch
Focus: Tracking + QA + handoff
Output: Live website with measurable conversion actions.
Deliverables
What was shipped
Delivered
- Conversion-first page architecture
- Message hierarchy and headline system
- Responsive design and component styling
- CTA and contact flow optimization
- Launch QA and conversion tracking setup
Tools + Stack
- Photoshop
- Illustrator
- Notion
- Figma
- Vercel
- Supabase
- ChatGPT
- Visual Studio Code
- Next.js
- TypeScript
- React
- Claude
Outcome
What changed after launch
Sharper narrative sequencing and cleaner visual structure improved clarity while keeping the brand system distinct.
Want this level of clarity on your website?
Book a 15-minute call and I'll map the fastest path to better conversion performance.
Book a 15-min callView next case study