Driving Growth: UX & Content Strategy for a B2B SaaS Client Website
Strategically redesigned a high-impact marketing site for a B2B SaaS firm by overhauling its information architecture, design system, and content strategy—boosting conversions, SEO visibility, and retention.
April 2024 to August 2024
IT B2B SaaS
5 UX Designers, CEO, 2 Front-end Developments, 1 Content Strategy Consultant
Figma, Sanity CMS, Google Suite, GA4, SemRush, Google Sitekit.
My Role
UX Design
Content Strategy Design
UX Research for restructuring IA
Design System Design and development
Designer- Developer Communication for subsequent live site development
Impact created
Increased the conversion rate for users booking consultations by 15% through enhanced user flow and targeted call-to-action adjustments.
Achieved a higher customer retention rate over 90 days, demonstrating high user engagement and satisfaction.
30+ website pages re-worked/ added.
Reduced mid-funnel drop-offs by designing pages that communicated brand intent and service clarity—improving the percentage of users reaching contact and pricing pages.
Check out the new website. It is now live.
With front-developers simultaneously developing the website pages, the new website is now live and in use.
Earlier website Version
Redesigned Version
Project Details
I joined the project when the IA was being re-thought, and the Design System was being re-worked on.
The goal of this project was to re-develop their website strategy, streamline their services and communicate the same to potential client bases through a website and organizational re-design. The information architecture was rethought and revamped, and a targeted content strategy was implemented to enhance SEO, ultimately creating a cohesive design system for scalable growth.
Understandably, an overhaul of a website and creating an entirely new one in a short span of time posed numerous challenges.
Quick Research Methods to the rescue
After understanding the main problems from a technical POV, I found three other quick methods to be fruitful to understand issues from the following viewpoints (a) User Conversion (b) Design System (c) Information Architecture
• Developer interviews • Client feedback • Site SEO Audit
Understanding the Problem Areas with data and research
High bounce rate, fewer conversions = low user engagement and business progress
Google Analytics data over the past 2 years revealed key bottlenecks:
Return Users: Only 7.8%
Bounce Rate: 41.26%
Avg. Session Duration: 0.44 min
Consultation Conversion: <1%
Users struggled to understand the firm’s offerings and couldn’t navigate to the right pages to engage. Content was fragmented and buried, CTAs lacked placement strategy, and the brand voice wasn’t reflected in the UI.
Inefficient information architecture and brand value = Higher drop-off rates and poor SEO
The main issue with the old IA was that it lacked a clear hierarchy, which made navigation confusing and critical content difficult to locate. This resulted in a poor user journey, low engagement, and missed conversion opportunities. Additionally, the IA was not optimized for SEO, leading to low visibility and discoverability
“ I am unclear on what exactly the company provides as services - there is no clear information on it. I am also unsure how to approach the company for a specific service."
-Client
“I find the information scattered and vague, leaving me uncertain about what specific value the company provides.”
-Client
Inconsistent Design System = Inconsistencies and high effort
The Design System was inconsistent across the website, leading to a disjointed user experience and a lack of cohesion. There were no standardized UI components, which made maintaining a unified visual identity difficult and impacted scalability.
“ As the new site is being developed so fast, it would be really helpful if the component base is constant for us to re-use elements in code. It would make the page responsiveness more efficient for us."
-Front-end Developer
"We have been working with some components for the new website but the library is really small for us and hence cases of new variants keep coming up at certain locations."
-Product Designer
✅ Solutions & Strategic Design Decisions
Rebuilt the Information Architecture for Clarity + SEO
Introduced hierarchical navigation with prioritized services and client actions
Added strategic, high-intent CTAs at decision-making points
Applied action-based keyword structuring and metadata refinements to support search discoverability
📈 Result: Reduced bounce rate from 41.2% to 29.8%; return users increased from 7.8% to 13.2%
Through suggestions by the Content Strategy team, we strategically placed CTAs within high-traffic sections, and at decision-making points to guide users toward conversions. This reduced friction, enhanced navigation, and turned passive visits into active engagements. The restructured IA supported these CTAs by improving content accessibility and flow, boosting conversion optimization.
Created a Responsive, Scalable Design System
Iterating Component states / variants for different contexts
Developed 40+ components across breakpoints (1920 → 375px) for clean, fast development
Added states, variants, and accessibility tags to buttons, inputs, and feedback alerts
Modularized layouts for service pages to scale with business growth
💬 “This component library saved us 30% of the usual dev time during page build.” – Frontend Dev
📈 15% increase in user retention and 60% more time spent on site
Designing for scalability with components across breakpoints
We designed components for scalability by creating flexible and modular elements that can adapt to various contexts and screen sizes. This approach ensures that as the website grows and evolves, new features can be integrated seamlessly without compromising the overall design integrity. This scalability was crucial for supporting the company's long-term goals.
Designing the pages as per what communicates the intent of the brand and its services the most for better user retention and action to avoid mid-funnel drop-offs
I understood brand values and guidelines, and in group collaborative session strategized what each page should contain, the intent behind it, etc. This let me conceptualize based on values needed to be communicated, placements of different items, hierarchy of content, and overall design of the page in a strategic manner with a focused purpose.
Merging IA and Design System Components for responsive layouts and visual consistency
In my next design step, I focused on merging the information architecture (IA) with the design system components by creating low-fidelity prototypes at set breakpoints of 1920px, 1600px, 1440px, 768px, and 375px. This approach ensured a responsive design that effectively accommodates various devices and screen sizes. By testing how components behave across these breakpoints, I could identify potential layout issues early on, optimizing the site for a seamless user experience on both desktop and mobile. This also allowed for other card components integral to the service specific pages to be realised as missing. This included certain image carousels, accordions, and specific image with text variations.
Custom components personalize the Design System for the brand
I focused on developing a robust content strategy that aligns with the overall design and user intent. By identifying key messages and tailoring content to meet user needs, I ensured clarity and relevance throughout the site. This approach helps establish a consistent voice, enhances user engagement, and drives conversions by strategically placing calls to action and guiding users through their journey. This along with the re-thought Information Architecture was streamlined to help conversions and better the SEO strategy as explained ahead.
Applied Conversion-Focused Content Strategy
Collaborated with strategy team to tailor messaging per service vertical
Created page-level content hierarchy focused on why and how to engage
Positioned client success stories and CTAs based on heatmap and scroll-depth behavior
📈 Consultations booked rose by 15% within the first quarter of launch.
Check out the new website. It is now live.
With front-developers simultaneously developing the website pages, the new website is now live and in use.
Strategic Impact/ Achievements:
Measured Success Post-Launch (First 90 Days)
Google Analytics:
Avg. session duration: ↑ from 0.44 to 1.12 mins
Consultation form submissions: ↑ by 15%
Bounce Rate: ↓ to 29.8%
Return Visitors: ↑ to 13.2%
Direct Traffic: ↑ by 21%
User Testing:
20 participant sessions (moderated + Maze remote)
95% found new navigation more intuitive
100% preferred the new brand-aligned layout and visual direction
My key take-aways
Strategic Layout: Page-level hierarchy tied directly to user intent significantly improves engagement and drives conversions.
Cross-Team Efficiency: Close collaboration with frontend + content teams led to faster implementation and long-term design trust.
Architectural Mindset: My background in managing spatial complexity helped me drive pace, structure, and clarity in an evolving product ecosystem.
Design Systems: Balancing atomic-level detail with scalable flexibility is critical for efficient developer handoff and future expansion.
