Convert
A new marketing site and pricing page for an AI-powered CRM, shipped in Framer one page at a time.
Type
Web
Plan
Standard
Time on plan
10 weeks
Requests
38
Convert had outgrown a site built in a weekend. It talked about “AI-driven sales enablement” when their customers were five-person sales teams who just wanted fewer spreadsheets, and the pricing page hid the plan most people bought.
They subscribed to Standard in June. The first request was the homepage hero. Two days later Dana had three directions in Slack and picked the plainest one: “Convert customers with an AI-powered CRM.”
From there the board did the planning. The rest of the homepage, then pricing, then six feature pages, an integrations directory, a blog template and a set of social images, one request at a time. Theo rebuilt each page in Framer as it was approved, so the new site went live page by page instead of in one risky launch.
They paused for two weeks in August while the team was away and picked up with comparison pages in September. Demo bookings from the pricing page roughly doubled over the quarter, which Dana is careful to credit to the copy as much as the design.
What was on the board
38 requests over
10 weeks. Here are some of them.
Homepage hero, 3 directions
Done in 41h
Rest of the homepage
Done in 46h
Pricing page
Done in 38h
Feature page: pipeline
Done in 29h
Feature page: AI follow-ups
Done in 26h
Integrations directory
Done in 44h
Blog template
Done in 33h
Social images, set of 12
Done in 19h
Framer build: pricing
Done in 47h
Comparison page vs. spreadsheets
Done in 35h
Email signature and invoice header
Done in 12h
Plus the rest of the board
Average: 34h each
“We used to wait two weeks for an agency quote. Now I add a card on Monday and review designs on Wednesday.”
Dana Whitfield
Head of Marketing, Convert
“
Next project
Nonlinear
Onboarding, the calendar app’s dark theme and a new site for a scheduling tool built for teams that ship.