How I took a SaaS website from a messy disaster to a conversion-driven business asset.


When you're just starting out in business, using your website as a 'set it and forget it' business card is okay. But once you grow and scale, that website can and should become an active wing of your business and an asset that supports marketing and sales.


See how I took a SaaS company's messy, forgotten about website into an asset that supports their sales initiatives and acts as the central base for their marketing operations.


About Page BEFORE

Confusing content hierarchy between brand story and team member bios. Disjointed design. Margin and spacing issues. No story telling or unique point of view (messaging mess). Low traffic, high bounce rates.   

About Page AFTER

Combined About + Team into one credible, narrative-driven page. Brand story added. Cohesive design created. Improved traffic, reduced bounce rates.

The Challenges

Mauve Morpho helps law firms fix broken legal tech systems, migrate to better platforms, and build workflows that support legal teams. But the brand’s website wasn’t showcasing that expertise, and it was making growth harder.


The original site suffered from many issues that hurt both UX and conversions.


#1. Structural Problems


  • Dozens of orphaned pages not linked from anywhere
  • “Resources” was manually built with buttons → no blog feed, no categories, no SEO structure
  • About + Team were split → confusing hierarchy
  • Services lacked clarity, structure, and conversion pathways
  • No dedicated space for case studies or demos
  • Tons of hidden/duplicate pages cluttering the CMS


Dilapidated green wooden house with boarded-up windows and overgrown foliage.
Foggy landscape with trees, buildings, and structures peeking through the mist. Overcast sky.

#2. Messaging Problems


  • Not problem-driven
  • Didn’t reflect the brand’s new clarity and positioning
  • Didn’t address real pain points of law firm decision-makers
  • Didn’t articulate the Mauve Morpho process or expertise

#3. Scalability Problems


  • Couldn’t expand into resources like:
  • case studies
  • demo videos
  • webinars
  • articles
  • platform guides
  • New products


The site wasn’t just messy — it was holding the brand back.



Metal fire escape on a brick building; descending, with three landings, shadowed in evening light.

The Proccess

I rebuilt the site from the ground up, but kept things as easy as possible for my client.

  • Step 1: Content Audit

    Identified which of the 80+ pages were useful, salvageable, or safe to delete.

  • Step 2: Sitemap & Messaging Strategy

    Designed a new structure aligned with:

    • how law firms evaluate tech partners
    • how prospects navigate information
    • SEO best practices

  • Step 3: Copywriting & Page Redesign

    Rewrote all pages using:

    • problem-forward positioning
    • clearer explanations
    • structured services
    • verifiable proof

  • Step 4: Resource System Build

    Built an expandable content framework for:

    • case studies
    • videos
    • articles
    • products

  • Step 5: CMS Cleanup

    Archived or deleted:

    • messy drafts
    • outdated pages
    • unlinked content
    • orphan pages


The Solutions


#1. Complete Structural Overhaul

I redesigned the sitemap to match how prospects search and buy:


  • Unified About + Team into one credible, narrative-driven page
  • Built a new Resources hub to house:
  • case studies
  • blog articles
  • demo videos
  • downloads

  • Implemented a proper Squarespace RSS blog
  • Created SEO-friendly URL structures
  • Built templates for:

  • case studies
  • platform guides
  • video library entries
  • long-form articles
  • new product pages



#2. Messaging Overhaul


I rebuilt every page to be:


  • structured for conversions and sales conversations
  • built with credibility: workflows, results, metrics, and process
  • more clear, more direct language
  • aligned with the brand identity


#3. UX Improvements

  • Clean navigation
  • Logical page hierarchy
  • Readable structure
  • Better contrast, spacing, and visual consistency
  • Stronger calls-to-action on every page

The Results

Structural Wins

  • A clean, scalable Resources hub
  • Proper nested navigation
  • All content inter-linked (no orphan pages)
  • Real blog/RSS feed for SEO
  • Clear hierarchy for Services & About

Messaging Wins

  • Positioning now matches the brand’s expertise
  • Problem→Solution flow for every major section
  • Clear conversion paths for prospects
  • Stronger articulation of value + process

Business Impacts

  • 56% increase in traffic in less than 1 month
  • Increased clarity
  • Easier to maintain
  • Ready for future product launches
  • Better alignment for cold outreach + referrals
  • Credibility for enterprise clients

Need a strategic, conversion-driven site redesign for your brand?

Let's talk about your project.