Designing a Conversion-Focused Digital Presence for EXL

EXL is a high-impact performance marketing agency that needed a bold, clear, and conversion-driven website to match its ambitious value proposition. This case study explores how I transformed their complex service ecosystem into an intuitive and engaging web experience.

As the solo designer, I was responsible for crafting the entire user experience and interface — from initial structure and messaging hierarchy to micro-interactions and high-fidelity visual design. I also prepared the design for seamless development using Framer.

EXL was preparing to scale its digital presence and needed a website that matched its growing reputation.

I was brought in to design a platform that reflects their transformation-focused, tactical brand identity. The client came with an established list of services and strategic outcomes but needed help turning it into an engaging experience with strong UX logic and intuitive UI design.

dCommunicating a wide range of complex services without overwhelming the visitor

Aligning multiple marketing offers with a cohesive UX flow

Prioritizing clarity while still showcasing innovation (e.g. CRM, automation, Monjez™)

Designing modular blocks that scale well across devices and allow for future updates

The EXL Agency Website was designed to position EXL as a high-performance, full-service marketing partner that feels like an internal team. The website’s purpose is to drive conversions, build trust, and communicate EXL’s holistic service offering — from CRM automation to tactical campaigns and sales training.

The final website delivered:

A unified and modern digital presence that elevated EXL’s brand positioning

A scalable website that can grow with new case studies, offers, or service updates

Clear content structure with strong SEO, clear CTAs, and storytelling visuals

The client was extremely satisfied and began using the site in sales meetings and lead acquisition funnels.