Client Name: Jason Hollander

Industry: SaaS

Project Scope: User Research & Discovery, Website Copy Refinement, Web Redesign, Framer Web Development, Responsive Design.

Duration: 4 Weeks

Squid is an intelligent marketing platform that reveals who’s visiting your website, what they’re doing, and how to reach them — with unmatched precision. It combines GA4-like analytics, Hotjar-style heatmaps, and person-level identity resolution into one powerful, unified tool.

Before the redesign, Squid’s website had two main problems:

It was technically responsive, but not optimized for conversions

The structure and messaging didn’t clearly communicate the product’s unique value

As a result, many visitors weren’t fully grasping how Squid could help them, and the company was missing out on high-quality leads.

The goal was clear: build trust, create clarity, and increase conversions — all while positioning Squid as the smarter, sharper alternative to bloated ABM platforms that sales teams ignore.

I began the project the same way I approach every high-impact site: with a discovery session to deeply understand the product, audience, and goals. I then researched direct and indirect competitors, studied industry positioning, and mapped out how Squid could stand out.

With Framer as my tool of choice, I rebuilt the website from the ground up — focusing especially on the homepage, where first impressions either win or lose the visitor. Every part of the site was restructured to emphasize Squid’s three core features:

These were strategically placed and visually separated, with clear illustrations and sharp copy to convey value at a glance.

Clarity and flow were my north stars: fewer words, stronger messaging, and a visual rhythm that tells a story. I also made sure every page loaded fast, worked seamlessly across devices, and subtly guided users toward action.

A revamped website built for instant clarity and trust

Fully mobile-optimized experience on all screen sizes

Subtle animations to elevate UX without distraction

Custom FAQ sections placed across pages to overcome objections and deepen understanding

Strategic page structure that speaks directly to B2B marketing and sales teams

Ongoing site management and optimization post-launch

One of the most effective elements was the homepage design, where I combined strong positioning with persuasive visuals and minimal copy. Visitors now understand within seconds what Squid does, why it matters, and how to get started.

Within just 3 weeks of launch, Squid saw a 70% increase in conversion rates — a direct result of better structure, sharper messaging, and improved user flow.

Here’s what Jason, CEO & Founder of Squid, had to say on LinkedIn:

Working with Jason was a true highlight. Despite a 6-hour time difference, we created a smooth communication system using daily Loom video updates, which kept the momentum strong and decisions quick. That clarity helped build not only a better site, but a great relationship — he even referred me to another founder whose site I’ve since revamped.

This project reminded me that when you combine deep product understanding with strategic website thinking, you don’t just make a site look good — you make it sell.