Web Designer

Persona

Stakeholders wanted a site that’s easy to navigate, clearly structured, and fast to build trust. Visitors are everyday consumers and prosumers who want email, messaging, and calling together—without losing privacy, clarity, or control.

Solution

Designed a fully responsive website that communicates Harpin AI’s value with clarity and authority. By using a modern visual system, simplified navigation, and a strategic content hierarchy, the redesign highlights Harpin’s unique strengths—real-time KPI alerts, decision intelligence, and operational visibility. This structure reduces cognitive load for enterprise buyers while building trust and driving demo requests.

Key Takeaways

1. Clarity wins: Above-the-fold must immediately communicate ROI impact—how Harpin AI boosts conversions, cuts costs, and drives growth for CX, Sales, Ops, and Marketing.

2. Trust signals matter: Competitive research confirmed that logo walls, case studies, and testimonials reduce friction and build enterprise credibility.

3. Structure drives action: A clear flow—hero value prop → trusted by many → pain points → solution benefits → proof points—helps buyers understand Harpin’s edge and leads them toward conversion (demo requests, growth audit, or newsletter sign-up).

4. Differentiation is key: Instead of repeating generic “AI-powered analytics,” Harpin stands out by focusing on outcomes—real-time KPI alerts, faster decision cycles, and measurable margin growth.

Harpin AI Website SEM Design

Designed Harpin AI’s Search Engine Marketing (SEM) website experience in just 2 weeks, delivering 5 fully responsive pages across all breakpoints. Images and layouts were finalized within the first week, ensuring a rapid design-to-build workflow. The SEM pages simplified complex product messaging, elevated trust signals, and used a modern, motion-led visual hierarchy to capture attention. Each page was optimized for lead generation—guiding prospects from interest to conversion and supporting Harpin’s growth goals with enterprise clients.

Problem

1. How might we:
design SEM landing pages that capture attention quickly and guide enterprise leads toward conversion?
2. How might we:
present Harpin AI’s value—real-time KPI alerts, decision intelligence, and margin growth—in a simplified, outcome-focused way tailored for paid traffic?
3. How might we:
optimize layouts across all devices and breakpoints so executives, operations leaders, and IT teams experience a seamless journey from ad click to demo request?
4. How might we:
differentiate Harpin AI’s SEM pages from competitors, who often recycle generic “AI-powered analytics” claims, by focusing on measurable results and ROI?
5. How might we:
ensure trust signals—logos, proof points, and clear CTAs—are strategically placed to build credibility and reduce friction in the conversion process?

Research

Competitive Research and SEM Best Practices

With limited internal behavioral data, I conducted competitive research across B2B SaaS and AI/analytics SEM landing pages to identify what drives conversions.
• Benchmarked 10+ SEM landing pages for clarity of messaging, CTA strength, and use of trust signals.
• Studied SEM best practices including single-focused CTAs, concise above-the-fold value props, and minimal navigation to reduce exit points.
• Compared layout strategies such as hero headlines, credibility/logo bars, three-card differentiators, and social proof placement.
• Identified gaps where Harpin could differentiate—emphasizing measurable ROI, real-time KPI alerts, and operational visibility instead of generic “AI-powered” claims.
• Synthesized findings into design principles that shaped 5 SEM pages, finalized within 1 week and completed in 2 weeks total.

UX Designs

Applying Competitive Research and SEM Best Practices

The UX designs for Harpin AI’s SEM pages were informed by competitive research and tailored to drive conversions in a high-stakes B2B environment.
• Built clear hero sections with bold value props and single-focused CTAs (“Get Complete Visibility Now,” “Book Your 15-Minute Strategy Call”) to reduce decision friction.
• Structured supporting content into scannable sections—pain points, benefits, and proof points—to guide users logically from awareness to conversion.
• Incorporated three-card differentiators and team-specific value blocks to personalize the experience for CX, Sales, and Marketing leaders.
• Placed trust signals such as testimonials, case studies, and process timelines prominently to establish credibility early.
• Designed pages with minimal navigation and multiple CTA entry points across the funnel to optimize lead capture.
• Delivered 5 SEM pages with responsive breakpoints, finalizing images and layouts in 1 week and completing the full build in 2 weeks.

Helped Harpin AI Stand Out in a Crowded Market

During the research phase, I focused on competitive SEM landing pages across the B2B SaaS and AI analytics space. I captured screenshots of competitor ads and landing experiences, then ran them through ChatGPT to identify the most common layouts, messaging patterns, and conversion tactics. This revealed best practices such as single-focused CTAs, above-the-fold value clarity, trust signal placement, and reduced navigation friction—while also exposing gaps where Harpin could differentiate. By applying these insights, I designed five SEM pages that clearly communicated Harpin AI’s real-time KPI alerts, decision intelligence, and ROI impact, positioning the brand as both credible and unique in a crowded market.