SEPT Software
Website Rebuilt for Market Expansion
Completed Product Link
Website Redesign, Brand Strategy, Content Architecture
Service Focus
Current and Accurate Website Outlining SEPT’s Offering
Core Outcomes
2 Months
Project Duration
Niche Branding and Confusing Content
The Problem
SEPT’s expertise was limited by a website that no longer matched their ambitious growth strategy. The website presented three major obstacles:
Niche Identity Barrier
The original website design was exclusively focused on legal firms, making them irrelevant to new, high-potential markets like manufacturing and engineering. Their digital front door was too narrow.
Stagnant Traffic and Confusing UX
The site was aesthetically unappealing, unclear, and repetitive, causing low engagement and visitor confusion. Resulting in no consistent growth in unique visitors limiting new lead generation.
Missing Sales Clarity
The site lacked clear direction on product features and lacked defined calls-to-action (CTAs) in line with the sales cycle. turning away potential clients who couldn’t easily see their next step.
A High-Authority Website
The Solution
Phase 1
Visual and Functional Refresh
Executed a full UI/UX redesign across all four core pages (Home, Product, About, Contact) and implemented clear, sales-aligned CTAs in the header and hero banner.
Phase 2
Product Clarity
Rewrote and reorganized the top 6 product features to be universally relevant, ensuring each market could instantly recognize the value proposition.
Phase 3
Industry Specificity
Created a new, dedicated Industries page and reorganized content to clearly articulate how SEPT’s core services benefited legal, manufacturing, and engineering firms specifically.
Tangible Results
outcomes
The strategic website redesign delivered the following immediate, tangible results:
Accelerated Lead Qualification
Strategically placed Calls-to-Action (CTAs) and reorganized content on all pages created a clear, defined path for visitors, accelerating the sales funnel and improving lead quality.
Enhanced Professional Authority
The complete UI overhaul and new brand kit provided a modern, high-authority digital presence that immediately builds trust and confidence with prospective high-value clients.
Improved Content Clarity
By consolidating and rewriting content across the four core pages, the website eliminated repetition and made the firm’s value proposition clear in seconds, enhancing user understanding.
Before
After
How Did We Get There?
Project Breakdown
Step 1: Website Audit & Discovery
I began by thoroughly reviewing the existing website to understand its content redundancy and niche limitations. I then met with the Founder to align on their vision for an industry-agnostic site and to define the new strategic business objectives.
I learned that their original website was designed to speak to Legal Professionals exclusively, but after market launch they realized that their software was appealing to Engineering and Manufacturing firms as well, and so they needed their website to reflect the same.
Step 2: Information Architecture (IA) Design
I executed a comprehensive review of the site’s content. This involved restructuring the Information Architecture to eliminate repetitive messaging, creating a clear content hierarchy that could speak effectively to multiple target markets.
Step 3: Homepage Prototyping and Implementation
To quickly move forward, I used UX Pilot to generate several strategic layout options for the new homepage. This allowed the Founder to quickly select the final design direction that best represented the modernized brand.
The approved homepage design was immediately converted into the core template. I then executed the full UI/UX overhaul and content updates page-by-page directly on the WordPress platform, ensuring visual consistency across the entire site.
Step 4: Market Expansion and Sales Funnel Integration
I designed and implemented the critical new Industries page. This page was architected to specifically show each of the three new markets (Legal, Manufacturing, Engineering) how SEPT’s features would benefit them.
Then, I strategically placed and designed Clear Calls-to-Action (CTAs) on the header and hero banner. This was done to actively guide visitors into the defined sales funnel, accelerating the lead qualification process.
Step 5: Final Validation and Launch
I conducted a final quality assurance review with the Founder to confirm all updated pages and features were perfectly aligned with their vision, and then successfully published the modernized website to production.
Step 6: Ongoing Support
The success of the foundational website project established an expanded retainer with SEPT. I now provide continuous support for the firm, focusing on ongoing content creation, LinkedIn profile optimization, and broader digital marketing strategy to sustain their market growth.
It’s a Partnership
My role
Lead Digital Architect
I defined the overall strategic roadmap for the redesign. My focus was leading the Information Architecture (IA) overhaul to eliminate content redundancy and ensure the site could successfully speak to three distinct industries.
UX Designer & Builder
I personally created the sketches in Figma and UXPilot, reorganized the content for clarity, and implemented the final, modern website using WordPress.
Key Collaborators
The Founder: for providing the new market vision and offering final approval on all design and content changes.