Caseflood.ai (YC W25) is an AI-powered platform that automates client intake and follow-ups for law firms using AI agents. Ethan reached out to me that they needed a website that could clearly articulate their complex product, establish instant trust, and, most importantly, convert visitors into leads to match their rapid growth momentum and also make some product changes due to copycats.

The existing site was outdated, animation-heavy, and sluggish, which failed to communicate the product's value effectively to time-pressed legal professionals. My role was to lead the Design & Product Strategy, transforming the website into a high-converting asset, while collaborating with a developer who handled the Framer build.

Redesign an outdated, slow website into a modern, conversion-focused machine.

Clearly explain a complex AI product to a non-technical audience (lawyers) and make some product changes.

Instill trust and credibility for an early-stage Y Combinator startup.

Strategically guide users toward a clear primary action (demo sign-up, Book a call).

Product Design (UX/UI)

Content & Messaging Structure

Creative Direction

I approached the redesign not as a mere visual update, but as a full-fledged conversion engine. Every element, from hero to footer, was meticulously crafted based on proven CRO principles to guide the user on a journey from awareness to action.

1. Hero Section: Immediately answer "What is this?" and "Why should I care?" within 3 seconds. We replaced vague tech jargon with a clear, benefit-driven headline focused on time and revenue savings, the two most critical metrics for our audience.

2. Social Proof & Trust Signals: Reducing Perceived Risk For a new product in a risk-averse industry like law, trust is the primary currency. I immediately established credibility by showcasing their Y Combinator badge, and later, client logos and testimonials to leverage the power of consensus and authority.

A clear, simple table comparing "Without Caseflood" vs. "With Caseflood" eliminated any final objections by making our superior value proposition undeniable at a glance. This is a classic and highly effective conversion technique.

I integrated audio clip of their AI agent, Luna, in action was the single most powerful tool for demonstration. It provided a direct, impressive product experience that text alone could never achieve, dramatically increasing user understanding and excitement.

B2B buyers need to justify investments with clear returns. Studies show that quantifying value early reduces perceived risk and can increase conversion by over 30% . I designed a calculator that allowed partners to input their case volume and instantly visualize potential savings, transforming an abstract promise into a concrete, personalized financial insight. This was the key to unlocking high-intent leads. Which is achieved using custom code

I Place powerful, specific testimonials near the calculator and CTA buttons. This leverages social proof at the critical decision-making moment, assuring users that others like them have achieved the results being promised.

7. How It Works 8. The Seamless Call-to-Action: Book a Call Remove all friction for the committed user. We integrated a Calendly widget directly into the site, allowing a qualified lead to book a demo in seconds without ever changing pages or filling out a cumbersome form.

The Outcome: This wasn't a collection of pages, it was a strategic funnel where each component worked in concert to build trust, educate users, demonstrate overwhelming value, and ultimately, drive sales. The result was a 20% increase in demo sign-ups within two weeks, proving that a product can truly thrive with a user-centric and strategically executed design.

Thanks to Caseflood.ai (YC W25) for trusting me with their website revamp.

Want to scale your startup with high-converting design? Let’s talk strategy → calendly.com/alaoheritage2021/30min