Redesigning PAS Agency’s Website
to Win New Clients and Boost Conversions
Created a streamlined experience and compelling brand story, raising engagement by 40% and reducing bounce rate by 35%.
February 2025 - April 2025
Lead UX/UI Designer
Project Overview
Project Name: PAS Agency Website Redesign
Objective: Redesign PAS Agency’s marketing website to better communicate their services, modernize the brand, and significantly increase new-client inquiries and conversions.
Target Audience: Small-to-mid-size e-commerce brands and entrepreneurs looking for full-service digital marketing and Amazon growth strategies.
Timeline: February 2025 - April 2025
Your Role: Lead UX/UI Designer
Problem Statement
Understanding the core challenges faced by both customers and the bakery business.
PAS Agency’s previous site felt outdated and text-heavy, making it hard for potential clients to understand offerings or trust the agency’s capabilities. Navigation was inconsistent and lacked a clear conversion path, leading to low inquiry rates.
The Core Problem
Impact on Business & Users: Visitors often left without exploring services or booking a discovery call, resulting in missed leads and slower business growth.
Project Goals
Present a clear brand story that reflects PAS Agency’s results-driven approach.
Improve information hierarchy and simplify navigation.
Create strong call-to-action flows to drive contact-form submissions and scheduled consultations.
Research & Discovery
Stakeholder Interviews
Met with the PAS leadership team to capture brand values (Empower, Streamline, Exceed) and unique success stories.
Competitor Analysis
Reviewed leading digital marketing agencies for layout patterns and trust signals (case studies, metrics, testimonials)
Analytics Testing
Identified high-bounce service pages and weak conversion funnels.
Ideation
Crafted a new sitemap emphasizing “What We Believe,” “Services,” and “Case Studies.”
Developed a flexible 12-column grid for scalability and visual consistency.
Sketched alternate hero concepts highlighting measurable results (e.g., 138% AOV increase for RA Cosmetics).
Design Process
1
Clean, contemporary palette with bold typography and generous white space to spotlight client success metrics.
2
Built reusable Figma components for service cards, testimonial sliders, and a dynamic case-study gallery.
3
From initial wireframes to polished high-fidelity designs, following an iterative design process.
Visual Direction
Components
Interaction Patterns
Added subtle animations and scroll-based reveals to guide users toward the “Book a Call” CTA.
Implementation
Handoff: Delivered developer-ready Figma file with responsive specs and interaction notes.
Collaboration: Partnered with the development team to QA all breakpoints and ensure pixel-perfect execution.
Results
Conversion Lift
New-client inquiries increased by ~60% within three months of launch.
Engagement
Average session duration rose by 40%, bounce rate dropped by 35%.
Business Impact
PAS Agency reported several new high-value contracts directly attributed to the revamped website.
Reflection
This project reinforced the value of aligning brand narrative with measurable proof points. Future improvements include adding interactive ROI calculators and multilingual support.