Shipped Attri website to production, resulting in 40% higher lead generations.
Attri's site had the hard job of explaining AI consulting to regulated enterprises — buyers who need to see governance and proof before they'll take a call. I owned it end to end: competitive research, narrative, visual design, and the production build.
- My Role
- Research, Design, Implementation
- Team
- 1 Designer, 1 Manager
- Duration
- 1 Month
- Outcomes
- Session time went from 1:20 to ~3 minutes, 40% higher lead generation, Signups increased by 7-8%.
- Figma
- Claude
- Next.js
Figma
Claude
Next.jsA site that explained the technology, not the stakes
Attri sells AI consulting and engineering into regulated industries — healthcare, insurance, finance. Those buyers are not short of AI vendors. What they are short of is confidence that a system can be audited, explained and defended after it ships.
The old site talked about capability. It did not talk about proof. Visitors arrived, skimmed, and left: average session time was 1 minute 20 seconds, which is roughly long enough to read a headline and decide you are not the audience.
Finding the story before designing a page
I started with competitive research rather than layouts — reading how every comparable consultancy positioned itself and looking for what none of them were saying. They were all claiming capability. Almost nobody was addressing what happens after deployment: who audits it, who explains a decision to a regulator, who stays on when the models drift.
That gap became the through-line: everyone can build AI, few can prove it is safe to run. Governance stopped being a feature buried on a sub-page and became the argument the whole site makes.
Designing and building it as one act
I designed and shipped the site solo — 15+ pages, from the homepage through the product and solution pages — with a manager reviewing. Next.js and Tailwind for the build, GSAP for motion, Claude Code as the co-builder for the mechanical parts while I kept control of design intent and detail.
Designing and building in the same head removes the usual translation loss. Motion, spacing and copy could be tuned against the real thing in a browser rather than approximated in a static file and renegotiated later.
What it moved
Everything below was tracked in PostHog against the previous site, not estimated.
- Average session time: 1 min 20 sec → about 3 minutes.
- Form submissions: up 40%.
- New user signups: up 7–8%.
- Daily active visitors: 300–400 → 500–550.
The session-time change is the one that matters most. People were not just landing — they were reading far enough to reach the part that asks them to get in touch.