AceUp: WordPress to Framer Rebuild, $22.5M Series A Platform

AceUp sells AI-powered leadership coaching to Fortune 500 HR teams and had just raised a $22.5M Series A, but its WordPress site still read like a template. In under three months I designed and built the new aceup.com in Framer: four live hero concepts at kickoff with the CEO in the room, a visual system pulled from a brand with no brand guide, a homepage and demo page, five solution pages on one shared structure, and two CMS collections for webinars and whitepapers. Then I transferred the project to their account so a marketing team of one runs it without a developer.

A decade-old coaching company was repositioning as an AI-first technology company, and the website still looked like the old business. The buyer is a CHRO evaluating platforms for thousands of employees, so the site had to read enterprise and high-tech. The marketing team is one person. She had a Framer template with the new copy pasted in and needed it finished, then handed back.

Kickoff with four hero directions live in Framer, not static mockups. The winning one set the rules for everything after: blue-purple gradient used with confidence, darker sections, product UI without device frames, a bento grid for outcome data.

Homepage draft the day after kickoff, feedback by Loom and annotated PDF, changes back within a day or two. Five solution pages built on one master layout so each new page was a copy job. Ally, the AI coaching product, got a dark hero of its own. Two weeks before launch, webinars and whitepapers moved off WordPress into two Framer CMS collections with detail templates.

Seven pages and two CMS collections live on Framer, off WordPress for good. The project is owned by AceUp, edited by their own team, with me on call for what comes next.