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Website Redesign
A journey from login-first to demo-first website.
Built to move HireAra from a credibility-building presence to a full conversion engine. I owned the complete design scope across four versions, evolving the site from an early-stage startup narrative through post-acquisition and turning it into one of the product’s strongest sales and marketing assets.
Four versions.
One evolving product story.
What:
When:
Why:
Link:
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Build a conversion engine that works as primary asset for sales and marketing
Four Versions: 2023 to 2026
41×
Main conversion CTA: Virtual Demo CTR lift across versions
477%
Growth in unique visitors from
early-stage to post-acquisition
20%
Global market growth: US & APAC since launch in Q4 2025
Tagline testing
The homepage tagline was tested across four directions:
Â
-
product-led
-
emotion-led
-
commercial-led and
-
​conversion-led
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Each one shifting not just the headline but the entire page hierarchy beneath it. Every angle was a different bet on      "what would make a recruiter stop."
From awareness to conversion
Each version of the site had a different primary job, shaped by where the company was at the time:
Version
V1
V2
The site’s evolution reflects HireAra’s own journey: from an early-stage startup careful about what it showed to a mature product with a bold story it was ready to tell. Every layout decision, CTA placement and piece of content came back to one question: does this get a recruiter closer to booking a demo?
Period
Jan 2024
Mar 2024
Jul 2025
Nov 2025
Primary Objective
Establish a credible online presence for an early-stage product.
Convert awareness into demo bookings; introduce a demo video, virtual demo, ROI calculator and referral programme
Post-acquisition refresh; transition into new brand assets to show collaboration
Video-first, social proof at the centre of the narrative along with product focus layout
Key Design Changes
Clean, solid-colour minimal design. Product kept mostly off-screen as confidence built.
ROI Calculator and Refer a Friend added. Video and Interactive demo introduction. Demo driven focus.
Virtual Demo and Book a Demo as the main CTA. Updated brand assets to reflect Access Group ownership
Video and motion driven narrative. Customers page elevated. Product-in-focus layouts.
V3
V4
Designing the right next actionÂ
Visitors weren't all ready for a sales conversation, so the content & CTA model evolved to offer lower-friction ways to understand and experience the product before booking a demo.
V1
Primary CTA: Book a Demo
V2
+ ROI Calculator
+ Virtual Demo
V3
+ Refer a Friend
V4
+ Demo Video
along with Virtual Demo
Two conversion paths introduced with Book a Demo as primary CTA
Two main CTA Book a Demo and Virtual Demo moved users towards lower-friction conversion
Video centric, self guided
Lowest-friction entry point added
The Outcome:  0.1% → 4.1% virtual demo CTR (V1 → V4)
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A product & feature focus narrative
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The Outcome
A site where every scroll had a purpose. Content written for the website became the brief for social. Campaigns built on the site drove traffic back to it. The sales and marketing loop ran through the same pages, the same copy, the same creative, continuously feeding each other.
Navigation architecture
The site as a sales + marketing engine
Move prospects through a sales funnel and act as a live marketing platform that kept the brand visible, credible and converting between conversations.
Sales
Marketing
Visitor types: prospects, existing customers and enterprise buyers each had a clear navigation path.Â
The site was built to stop people mid-scroll and give them a reason to stay.
SALES ENABLER
CREATIVE CONTENTÂ
Watch a Demo
0
4%
Sessions per day
~92
~164
40x growth
Metric
V1 baseline
V4 current
Direction
Virtual Demo CTR
0.1%
4.1%
Login CTR
20%
6%
Conversion focused
Paid Search
6.9%
23.3%
33% increase in reach
Customer Page Views
100
2,608
(Top 3 page)
Validating investment
International Traffic
~6.5%
~15.8%
Global reach built
77% increase in daily traffic
New low friction asset
analytical breakdown
The Results
The result of four homepage redesigns, each one asking the same question: does this get a recruiter closer to booking a demo?
The homepage analytics across all four versions are the result of deliberate rounds of CTA restructuring, visual hierarchy changes, and content prioritisation that moved the homepage from a
login-first to demo-first website.
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Real wins. Real Proof. Real Impact. Turning customer wins into powerful stories with win campaign.
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