Full website redesign focused on conversion rate optimization and brand modernization.
The Brief
DEET came to me with a brand that had outgrown its website. Their product had matured from a scrappy startup tool to an enterprise-grade solution, but the website still looked like a hackathon project.
The ask: redesign the site to reflect where DEET is today, not where it started.
Discovery
Before designing a single pixel, I audited the existing site's analytics and ran five user sessions with potential buyers — the kind of enterprise buyers who would land on the site from a LinkedIn ad or a conference mention.
The problem wasn't the aesthetics. The problem was that nowhere in the first scroll could a visitor answer "what does DEET actually do?" The hero section was full of abstract value propositions and zero concrete examples.
The Design Direction
I proposed a "show, don't tell" content strategy. Every section that made a claim needed to back it up immediately — with a screenshot, a number, or a customer quote.
The visual direction moved from the startup blue-and-white toward a more grounded, confident palette: dark navy, warm off-white, and a single accent color used sparingly.
Results
Six weeks after launch, conversion rate from visitor to trial signup had increased 85%, and the bounce rate dropped by 55%.