A Scandinavian-Inspired B2B Sales Development Website

Anush | Ex–Freshworks, Cisco

Brand Designer

UI Designer

Web Developer

Figma

Framer

Google Analytics

Sales

LeadNorth — A Scandinavian-Inspired B2B Sales Development Website

Client: LeadNorth (formerly Calltraders)

Industry: B2B Sales Development (SaaS, IT, ISVs, Mid-Market Consultancies – NL & DACH)

Role: Full-stack Brand Designer, UX Strategist & Framer Developer

Project Type:

Brand Positioning • UX/UI Design • Framer Development • Responsive Web Build • Multilingual Setup (Work in Progress)

Client Challenges

Website felt generic and outdated, failing to reflect their evolved positioning.

Lacked clarity around complex services (e.g. Discovery, Strategy, SDR-as-a-Service).

Didn’t build trust or confidence with enterprise buyers or high-level decision makers.

No clear messaging architecture or scalable structure for case studies, services, or growth.

My Role

Full-Stack Brand Designer, UX Strategist & Framer Developer

Led the complete transformation — from brand messaging to responsive, high-performing web execution.

Repositioned LeadNorth from an “outsourced SDR shop” to a trusted, strategy-first outbound growth partner.

Designed and built the website end-to-end in Framer, with a sharp, Nordic-inspired UI optimized for speed, clarity, and enterprise appeal.

Delivered a fully responsive, custom-built site — no templates used — tailored to their unique GTM narrative.

Integrated custom contact forms, multilingual toggle (EN/NL), and analytics setup.

Structured for easy CMS scalability, enabling future case studies, blogs, and internal updates.

Served as both creative and technical partner, supporting the founder across branding, UX, and delivery.

Tech Stack:

Design & Prototyping: Figma, Illustrator, Photoshop

Web Development: Framer, React,

Integration, Analytics & Tracking: Multi-Language Switch, Google Tag Manager, Google Analytics

UX Methods Applied

To reposition LeadNorth’s website for enterprise buyers, I used practical, fast-feedback UX techniques that aligned with their business shift and resource constraints:

Stakeholder Interviews: Worked closely with the founder to uncover key objections faced in sales conversations — these shaped the content structure and messaging hierarchy.

Jobs-to-Be-Done (JTBD): Framed each solution page around buyer goals (e.g. “Need pipeline without hiring SDRs”) rather than service features.

Journey Mapping: Designed clear flows for two audiences — decision-makers (CMOs, Heads of Growth) and potential hires — ensuring both had frictionless access to relevant content.

Heuristic Review: Audited their old site for trust gaps, weak CTA placement, and unclear service differentiation — all of which informed the redesign.

Lightweight Usability Testing: Ran async design reviews with the client team and a few industry contacts to validate clarity and credibility before build.

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Posted Jul 31, 2025

As a full-stack brand, UX designer & web developer, I repositioned brand & rebuilt the site to align with the expectations of product-first, enterprise buyers.

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