PipeRun CRM Website Redesign
Redesign of the PipeRun CRM marketing experience to improve communication clarity, reduce navigation friction and support demand generation for a B2B SaaS product.
The problem
PipeRun had been growing as a CRM for recurring sales, but the marketing website no longer reflected the maturity of the product.
The old homepage had too much copy, a dated look and inconsistencies in its commercial messaging. That made it hard to grasp the platform's value quickly, and it made the journey less efficient for users at different stages of the decision.
The data confirmed it: over 12 months the homepage accumulated more than 116,000 views but retained only 52% of users. On top of that, the contact page had a 63% bounce rate.
The challenge was to turn the site into an experience that was clearer, more modern and conversion-driven, without losing consistency with the brand identity.
The diagnosis
Before redesigning the interface, I analyzed real user behavior on the old site.
From more than 100 recorded sessions, I found that many visitors skipped the long blocks of copy, struggled to navigate the menu and left before reaching the main conversion points.
The analysis showed that the core problem was not only visual. The content existed, but it was poorly distributed. The page tried to communicate too many arguments at once and demanded too much effort to understand the product.
The analysis also showed the homepage had to serve two different profiles:
- Users ready to act, who already understood the need for a CRM and were looking for a fast route to a trial or a conversation.
- Decision-makers still evaluating, who needed to understand the product better, build confidence and justify the decision internally.
That reading shaped the new structure of the page.
The process
I led the project alongside copywriter Alícia Neves, who owned the content, with each stage signed off by PipeRun's CEO and CRO.
The new information architecture was organized around the AIDA model, creating a more focused narrative: attention, interest, desire and action.
The idea was to lead with the product's main promise, then develop the benefits, show proof points and smooth the path to conversion — while preserving the elements that matter for SEO, indexing and organic performance.
With that structure in place, I built low-fidelity wireframes to validate the hierarchy of the blocks, the order of the information and the position of the CTAs before moving to visual design.
One of the key decisions was to move the conversion form to the top of the page, so high-intent users could signal interest immediately, without scrolling to the bottom of the homepage.
The solution
The final interface kept the foundations of PipeRun's visual identity and respected the brand guidelines, but introduced a full facelift to convey more modernity, clarity and authority.
The redesign included:
- a hero section with a more direct value proposition;
- the conversion form in a position of greater visibility;
- a simpler menu and journey;
- more focused benefit blocks;
- better separation between pain points, features and social proof;
- testimonials and comparison to reinforce trust;
- a more consistent visual structure for future pages and campaigns.
The result
The project delivered a homepage that is clearer, more focused and better aligned with PipeRun's positioning as a growth partner for small and mid-sized service businesses.
In the months after launch, homepage visits grew by around 30%. Opportunities generated through the site have been climbing since then and are now at their highest level in twelve months.
Beyond the new interface, the work created a stronger foundation for future initiatives in CRO, A/B testing, heatmap analysis and expanding the design system to other landing pages and products in the brand.
The main gains were:
- homepage visits up around 30%;
- opportunities generated through the site at their highest level in twelve months;
- clearer communication of the value proposition;
- a more direct journey to the conversion points;
- greater prominence for the conversion form;
- a reusable visual base for new pages, campaigns and CRO tests.
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