A beautiful site that does not convert is an expensive brochure. I design interfaces the way a performance marketer thinks — every screen has a job, every element earns its place, and success is measured by how many visitors finish the task rather than by how the mockup looks in a portfolio.
30+ pages designedFigma to production codeMobile-first & accessibleBuilt for Core Web Vitals
Wireframe the decision path first — visual design comes after the logic works.
Measured outcomes
Design With a Number Attached.
Every project starts with a defined primary action and a baseline, so the redesign can be judged against something other than taste.
30+
Pages Designed
100%
Mobile-First Builds
90+
Performance Target
6+
Brands Delivered
What is inside
Research, Structure, Build.
Most 'redesigns' are a repaint. This is a rebuild of the decision path a visitor takes.
Understand the questions in the visitor's head before drawing a single screen.
Research and the decision path
Before anything visual, the job is to work out what the visitor needs to believe in order to act. That comes from your sales calls, your objections, your analytics and — where possible — session recordings and heatmaps showing where people actually stall.
The output is a decision path: the exact order in which claims, proof and reassurance need to appear so that by the time someone reaches the form, the obvious next step is to fill it in.
Analytics and heatmap review to locate the real drop-off points
Objection mapping drawn from sales conversations, not assumptions
Competitor and reference teardown — what to match and what to avoid
Information architecture and user flows for the primary conversion path
One clearly defined primary action per page, with a measurable baseline
UX researchHeatmapsUser flowsIA
A design system so page ten still looks like page one.
Interface design and design systems
Wireframes settle hierarchy and copy before colour enters the conversation, which is where most design rounds get stuck arguing about the wrong thing. Once the structure holds, the visual layer is built on a proper system: type scale, spacing rhythm, colour tokens and reusable components.
That system is what keeps a site coherent as it grows, and it is why adding a new page six months later takes an afternoon rather than a fresh design project.
Low-fidelity wireframes agreed before any visual design begins
Type scale, spacing system, colour tokens and accessible contrast ratios
Responsive behaviour specified for mobile, tablet and desktop
Interactive prototype so flows can be clicked through before build
FigmaDesign systemPrototypingAccessibility
Handed over as fast, working code — not a folder of images.
Front-end build and conversion optimisation
A design that only exists in Figma has not solved anything yet. Pages are built as clean, fast, responsive HTML and CSS with animation used to guide attention rather than to show off, and with Core Web Vitals treated as a design constraint from the first screen.
After launch the work continues: analytics and event tracking are wired in so you can see where people still drop, and the pages that carry the most traffic are tested and refined rather than left to age.
Hand-coded responsive front-end, no bloated page-builder output
Core Web Vitals treated as a constraint: LCP, INP and CLS budgeted upfront
Purposeful motion — reveal, hover and focus states that aid comprehension
Semantic HTML, keyboard navigation and sensible contrast for accessibility
Event tracking, scroll depth and form analytics wired in at launch
HTML/CSSCore Web VitalsCROAnalytics
Deliverables
Your Design Deliverables.
Files you own, code you can host anywhere.
UX teardown
A written review of your current site's decision path, friction points and drop-off, with prioritised recommendations — yours whether or not we work together.
Wireframes and prototype
Structure agreed before visuals, plus a clickable prototype so the flow can be tested before a line of code is written.
Design system in Figma
Type scale, spacing, colour tokens and a component library your future designers or developers can pick up and extend.
Production front-end
Hand-coded responsive HTML and CSS, optimised images and purposeful animation — delivered as files you host wherever you like.
Mobile-first and accessible
Designed on the small screen first, with semantic markup, keyboard support and contrast ratios that pass.
Post-launch CRO
Event tracking, scroll and form analytics, then structured iteration on the pages carrying the most traffic.
How it runs
From Teardown to Launch.
01
UX teardown and baseline
Current analytics, heatmaps and conversion rate reviewed, friction documented and the primary action defined. We write down the number we are trying to move before starting.
02
Structure and wireframes
Information architecture, user flow and low-fidelity wireframes with real copy. Approving hierarchy and message at this stage prevents expensive rework later.
03
Visual design and system
Type, colour, spacing and components built as a system rather than page by page, then applied across screens with an interactive prototype for review.
04
Build and optimise
Hand-coded responsive front-end with Core Web Vitals budgeted, purposeful motion, semantic markup and analytics wired in before launch.
05
Measure and iterate
Post-launch tracking on scroll depth, form starts and completions, followed by structured improvements to the highest-traffic pages.
Straight comparison
Template vs Designed for Conversion.
Where the money goes when a site is built three different ways.
Theme or page builder
Visual-only designer
Conversion-focused UI/UX
Starting point
A template picked for how it looks
A moodboard
Your analytics, objections and the action you need visitors to take
Page speed
Heavy plugin and script payload
Rarely the designer's concern
Core Web Vitals budgeted before design begins
Mobile experience
Whatever the theme does by default
Desktop designed first, mobile squeezed after
Designed mobile-first, because that is where most of your traffic is
Copy
Lorem ipsum replaced with your words
Supplied by you, unchallenged
Written against the objections your sales team hears
Consistency at scale
Breaks as pages are added
Every new page is a fresh design
Component library keeps page thirty consistent with page one
Handover
Locked into the builder's ecosystem
A folder of images or a Figma link
Figma system plus clean production code you own and can host anywhere
How success is judged
It went live
Everyone liked it
Conversion rate against the baseline recorded at the start
Engagement options
Design Engagements.
Scoped by page count and complexity after the free teardown. Landing pages are also included inside performance marketing retainers.
You receive the editable Figma file and the full source code. Nothing is locked to a proprietary builder, and any developer can pick the project up after handover.
In practice
A Full Site, End to End.
Audentia Research — a 19-page executive search website designed and built from scratch.
A locked navy-and-gold design system, normalised across nineteen pages.
The brief was credibility — an executive search firm is asking clients to trust it with senior hires, so the site had to feel considered on every page. We locked a design system early, normalised the header and footer across all nineteen pages, and wired the contact flow into a proper email pipeline so enquiries reached the sales team immediately. Consistency did more for the perception of quality than any single clever screen would have.
SP
Sachin PoojaryAudentia Research
Plain-English guide
Design That Sells, Explained.
The principles behind pages that convert, without the jargon.
Every page needs one job
The fastest way to lower a conversion rate is to give a page five equally weighted options. Choice creates hesitation, and hesitation loses the visitor. Decide the single action that matters most — book a call, request an audit, send a WhatsApp message — and let the entire page lead there. Secondary links are allowed; secondary buttons competing for the same attention are not.
The decision path, not the scroll
People do not read pages, they scan for answers to a fixed set of questions: is this for me, can you actually do it, what will it cost me, why should I believe you, and what happens if I click. A page converts when those answers appear in the order the visitor needs them, which is why wireframing the argument comes before choosing a colour.
Friction that quietly costs you enquiries
Slow first paint — a large share of mobile visitors leave before a page that takes over three seconds finishes loading.
Forms asking for too much — every optional field you remove lifts completion; ask for what sales genuinely needs to make the first call.
Unclear next step — 'Submit' tells nobody what happens next; 'Get my free audit' does.
Missing proof at the moment of doubt — testimonials and results belong beside the claim they support, not in a carousel at the bottom.
Layout shift while loading — content that jumps as images arrive makes a site feel unreliable before a word is read.
Mobile first is not a preference
For most Indian businesses the large majority of traffic arrives on a mid-range Android phone over a variable connection. Designing on a 27-inch monitor and shrinking afterwards produces sites that technically fit the screen and functionally do not work. Design the small screen first and the desktop version tends to look after itself.
Animation should explain, not perform
Motion is useful when it shows relationships — this panel came from that button, this section is now active, this field has an error. It becomes a liability when it delays content, fires on every scroll, or ignores a visitor's reduced-motion preference. Every page I build respects prefers-reduced-motion and keeps entrance animation short enough not to hold up reading.
Design and paid media belong together
When the same person designs the landing page and runs the campaign, the promise in the ad and the headline on the page cannot drift apart — and that message match is one of the strongest levers on both conversion rate and Google Quality Score. It also means a page can be adjusted the same week the data suggests it, instead of waiting on a separate agency.
Questions
Design Questions.
What is the difference between UI and UX?
UX is the decision path — what the visitor needs, in what order, and how they move toward the action. UI is the visual layer: type, colour, spacing, components and states. A beautiful UI on a broken UX converts badly, and a sound UX presented poorly loses trust, so both are handled together.
Do you build the site or only design it?
Both. You receive the editable Figma file and a hand-coded responsive front-end you can host anywhere. I do not hand over a folder of images and leave the build as your problem, and I do not lock the project into a proprietary page builder.
How long does a project take?
A single landing page typically runs one to two weeks from teardown to launch. A full multi-page site is usually four to six weeks depending on page count, content readiness and how quickly review rounds come back. Content is normally the slowest variable.
Can you redesign my existing website?
Yes, and it starts with a teardown rather than a blank canvas — reviewing analytics, heatmaps and current conversion rate so we know which pages are worth keeping, which need restructuring and what the baseline is that the redesign has to beat.
Will the design be good for SEO?
Yes. Pages are built with semantic HTML, a sensible heading hierarchy, descriptive alt text, fast load times and schema markup where relevant. Design and technical SEO are the same job done at the same time, not a clean-up afterwards.
How do you measure whether the design worked?
By the conversion rate on the primary action, against the baseline recorded before we started. Event tracking, scroll depth and form analytics are wired in at launch so the answer comes from data rather than from opinion.
Keep exploring
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