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Copying a competitor’s website structure might feel like a shortcut, but it often leads to the same problem: your brand starts looking like everyone else in the niche.
Your website structure should be built around your customers’ questions, objections, and buying journey not someone else’s sitemap.
Study competitors for insights, not templates.
The goal isn’t to look better than everyone else. It’s to make your brand feel distinctly yours.
Structuring around the buying journey instead of the sitemap is the part people skip because it means more discovery work upfront. I'd push back slightly though, sometimes a competitor's structure works because it maps to how that whole category actually shops, not because it's...
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"Motion create emotion"
When I heard this phrase for the first time, it was completely non-design related, but I feel like it always had so much to design as well.
beautiful work, all across the board! this color combo is genius, super magnetic.
SAYLESS — website for an AI automation company
Full Behance case here 💙
Here's the thing about selling AI automation: nobody actually wants "workflow orchestration." People want fewer hours in the week and a smaller bill at the end of the month.
That's what made this one fun. Everyone in this space promises efficiency, and almost nobody shows what that means in money. So I built the whole site around making the value obvious before you even understand how the product works.
A few bits I'm happy with:
The cost calculator sits right on the page. No "contact us for a quote." You pick your own scope and the estimate moves as you go. Everyone in this category hides pricing, so just… showing it says a lot. Nice side effect — the wrong-fit leads filter themselves out before anyone gets on a call.
Before/after charts do the talking. Your current process next to the automated one. The gap between the two bars is basically the whole pitch, which means the copy gets to relax a bit.
Savings shown per month, not as a percentage. A percentage is trivia. A monthly number is money you're already spending on nothing.
Deep premium blue with warm, editorial photography. Every AI company reaches for the same cold neon gradients, so I went the other way. It ends up feeling like a premium consultancy rather than a dev tool — closer to whoever's actually approving the budget.
Design & UI/UX by me. Happy to walk anyone through the thinking.
It looks stunning 😍
looks fantastic, i love the way the numerals' cutoffs give such a subtle but impactful futuristic edge.
