01
Project Overview
SpotDraft was at a critical juncture. While the product had matured into a sophisticated legal-tech platform, the website remained a relic of its early stages. Features were listed like a grocery receipt and the value was invisible. The narrative was fragmented, and the overall visual identity didn't reflect the company's market position.
Narrative Gap: The "why" was buried under a list of "whats."
Speed to Market: The internal team couldn't launch new pages without heavy design and engineering support.
Efficiency: We needed a system that allowed for rapid, high-fidelity scaling.
We had 8 days to align the site with our new positioning before Series B funding conversations began.
User Insights: Validating our new messaging and visual direction through targeted ICP interviews.
02
Positioning & Narrative
The redesign wasn't just a visual update; it was also messaging pivot. In collaboration with PMM we validated our new visuals and brand pillars through ICP interviews and messaging tests using third party tools.
We wire-framed the core experience around jobs to be done and value. Instead of a generic features list, we introduced a hierarchy that addressed specific pain points and introduced interactive product tours to show rather than just tell the platform's value.
A side-by-side comparison of the homepage before and after the redesign.
03
Design System
To meet the aggressive 8-day timeline, we moved away from one-off page designs toward a modular framework. We built a comprehensive design system with a componentized type scale, color palette, and interaction library.
By mapping these components directly to Webflow, we achieved two things:
Design Fidelity: What was designed in Figma was exactly what went live.
Marketing Autonomy: The team can now publish new landing pages independently, removing the recurring dependency on design and engineering.
04
The Outcome
Beyond the redesign, we built the infrastructure to support SpotDraft’s future marketing efforts. This extended into an ABM campaign, where we integrated Clay to generate personalized pages for each prospect, down to dynamically embedding their logos within the visuals. These subtle details helped create a more tailored and engaging experience.
The transition from a static site to a scalable system led to immediate improvements in performance.
413%
Increase in engagement time
51%
Reduction in bounce rate
3x
Faster turnaround for new page builds
