DigitXL — Mitul Jetani

Project Overview

Creating a distinctive brand identity and a scalable website experience that connects CRO expertise with customer acquisition

DigitXL is an Australian conversion rate optimisation (CRO) agency helping businesses improve digital experiences and marketing performance. The client needed a stronger brand identity and a website that communicated the agency’s services clearly, built trust, and guided potential customers toward consultations and CRO audits.

I worked as the UI/UX Designer and Consultant, collaborating directly with the client, content writer, and WordPress developer. I created the logo and visual direction, established the website’s information architecture, and designed a cohesive, conversion-focused experience that the team could implement and maintain.

Project details

Role: UI/UX Designer & Consultant
Timeline: March 2025
Platform: WordPress
Market: Australia
Collaboration: Client, content writer, and WordPress developer
Scope: Logo and brand identity, sitemap and information architecture, homepage, CRO service pages, audit and calculator journeys, pricing and consultant pages, location-specific landing pages, reusable components, and responsive layouts
Tools and methods: Figma, UX evaluation, competitor benchmarking, content alignment, and WordPress implementation review

The Challenge

A capable CRO agency needed a website that could communicate its value

Before the redesign, DigitXL’s website felt basic and lacked a clear visual direction. The agency offered multiple CRO services, but the services were not organized into an intuitive structure that helped potential customers understand the offering and identify the right next step.

The business was receiving leads directly, but its website was not effectively supporting the agency’s ambition to reach more of its target audience. The client wanted to establish a stronger digital presence in the Australian market and create a website that worked alongside SEO and paid marketing campaigns.

I identified four core challenges.

1. An undefined brand identity

The business needed a distinctive visual identity that communicated expertise and established a more premium, professional presence.

2. Disorganized service architecture

The growing service offering needed a clear sitemap, logical categorization, and dedicated pages that made it easier to understand the agency’s capabilities.

3. Weak lead-generation journeys

The website needed clearer service messaging, stronger calls to action, and more intuitive paths toward consultations and CRO audits.

4. Limited scalability

Service and location pages needed a reusable structure that could support future content, SEO activity, and campaign-specific landing pages without creating inconsistent experiences.

The objective

I focused on three connected goals:

Establish the brand: Create a logo and visual identity that reflected DigitXL’s CRO expertise.
Clarify the offering: Organize services and customer journeys around how prospective clients discover and evaluate CRO solutions.
Build for growth: Design reusable, responsive page structures that supported marketing campaigns, future content, and practical WordPress implementation.

The challenge was to create more than a visually polished agency website. DigitXL needed a structured digital experience that connected brand credibility, customer needs, marketing intent, and lead generation.

The Solution

I approached the project as a combined brand and website redesign. Before developing the visual interface, I established the site’s information architecture so the brand, services, content, and conversion journeys would work together.

1. Brand identity and logo design

I proposed a new logo and developed the visual direction with the client, refining the identity through feedback. The dark-theme aesthetic, typography, color palette, and visual rules were designed to establish a distinctive, professional presence for a CRO agency.

Design focus: Logo design, brand positioning, typography, color palette, and visual consistency.

2. Website sitemap and service architecture

I mapped the complete website before starting the visual design. This was one of the most important decisions in the project because DigitXL offered multiple services that needed to be organized into a coherent structure.

I grouped services into clear categories and planned dedicated pages for individual offerings, pricing and consultation journeys, CRO tools, and location-specific landing pages.

Design focus: Information architecture, navigation, service categorization, and scalable page templates.

3. Conversion-focused service pages

I designed the homepage and service pages to communicate the agency’s value more clearly and help visitors understand which services were relevant to their needs.

I focused on clear value propositions, scannable content, consistent calls to action, and trust-building elements. Rather than treating every page as an isolated marketing asset, I designed them as connected entry points into the same customer journey.

Design focus: Service messaging, conversion-oriented layouts, calls to action, and enquiry pathways.

4. SEO and campaign landing pages

DigitXL’s SEO and paid marketing activities needed to align with the website experience. I designed dedicated landing-page structures that could support specific services, locations, and search intent while maintaining a consistent brand experience.

The content writer could work within an organized page structure, and the marketing team could use dedicated service pages to support relevant campaigns.

Design focus: Content hierarchy, search intent, reusable layouts, and campaign alignment.

5. A scalable WordPress design system

I created reusable page and section components in Figma and defined consistent typography, spacing, colors, and buttons. I collaborated with the developer to ensure the proposed layouts were practical to implement in WordPress.

I also considered the needs of the content team, including different content lengths and future page updates.

Design focus: Reusable components, responsive layouts, implementation feasibility, and maintainability.

Research and Insights

I based the design direction on client discovery discussions, an evaluation of the existing website and service offering, competitor analysis, and my UX/CRO judgment.

Competitive reference

I reviewed Conversion Kings as a competitor reference in the Australian CRO market. This formed part of the broader effort to understand the competitive landscape and establish an appropriate positioning for DigitXL.

Three insights that shaped the design

Insight 1: The service structure needed to be solved before the visual design

DigitXL had multiple services without a sufficiently organized structure. I recognized that a more polished interface would not solve the underlying discoverability problem on its own.

Design response: I established the sitemap and service hierarchy before moving into high-fidelity page design.

Insight 2: Brand credibility and clear messaging needed to work together

The website had to communicate what DigitXL offered, why those services mattered, and how a prospective customer could take the next step.

Design response: I paired the new identity with clearer service messaging, a structured content hierarchy, and consistent calls to action.

Insight 3: The website needed to support ongoing marketing activity

SEO and paid campaigns required relevant landing pages, while the content team needed a practical structure for creating and maintaining pages.

Design response: I developed reusable templates that supported dedicated service and location pages while preserving visual consistency.

Research note: These are synthesized insights based on the confirmed discovery work and design decisions. They are not presented as findings from formal user interviews or statistically validated research.

The Design Journey

Decision 1 — Structure the sitemap before designing the interface

The client had a broad service offering, but the website lacked a clear way to organize and present it.

Instead of immediately designing the homepage, I created a sitemap for the full website and established how the service categories, individual offerings, and supporting landing pages should relate to one another.

I presented this structure to the client, who agreed with the proposed direction.

Why this mattered: Information architecture provided the foundation for clearer navigation, more focused service pages, and a scalable content structure. It also helped align the client’s business offering with the needs of prospective customers.

Decision 2 — Balance conversion goals with a useful customer experience

The website needed to generate enquiries without making every page feel overly promotional. At the same time, CRO services required enough explanation for visitors to understand the offering and evaluate whether it was relevant to their business.

I balanced clear calls to action with scannable content, service-specific messaging, and layouts that could accommodate detailed information without overwhelming mobile users.

Why this mattered: A conversion-focused website should help visitors make informed decisions, not simply place more buttons on the screen.

Collaboration — Connecting design, content, and development

I worked closely with the client, content writer, and WordPress developer throughout the project.

Client collaboration: I presented the proposed brand and website direction, collected feedback, and refined the designs to align with the client’s business objectives.
Content collaboration: I aligned page structures and content hierarchy with the writer’s copy so service pages remained clear, scannable, and consistent.
Developer collaboration: I reviewed implementation feasibility, delivered reusable Figma components, and reviewed the live website before launch.

Working within practical constraints

Throughout the redesign, I balanced four priorities:

Conversion versus pressure: Make the next step clear without creating an overly sales-heavy experience.
SEO versus readability: Support search-focused content while preserving a clear content hierarchy.
Mobile usability versus information density: Present detailed service information in layouts that remained easy to navigate.
Design ambition versus implementation: Create a polished experience that the WordPress developer could realistically build within the project’s time and budget constraints.

Formal usability testing and A/B testing were selected as validation activities for the project. However, the client or marketing team handled CRO experimentation separately from my design work, so I do not attribute specific experimental results to my design decisions.

Final Impact and Outcomes

A new brand and a launched website

The redesigned DigitXL website launched publicly and remains live, according to the project information provided. The client was happy with the overall delivery and subsequently began sharing additional work opportunities with me.

The project delivered a new brand identity, a structured service architecture, and a reusable website design that connected content, marketing, and WordPress implementation.

Project outcomes

A distinct brand identity: Created the logo, dark visual direction, typography, color palette, and visual rules for the agency.
Clearer service organization: Replaced a scattered service structure with a planned sitemap and dedicated service pages, making the offering easier to navigate and explain.
A more scalable content structure: Designed reusable templates that supported future landing pages, campaign-specific content, and a consistent visual system.
Successful launch and client relationship: Delivered the website through collaboration with the client, content writer, and developer. The client reported increased website enquiries and continued to bring future work opportunities.

Business impact: client-reported enquiries

The client reported receiving more enquiries through the website after launch during conversations with me. However, exact lead counts, conversion rates, comparison periods, and analytics reports are unavailable.

I therefore treat the increase in enquiries as a client-reported qualitative outcome, not a verified percentage improvement. I cannot isolate how much of the change came from the redesign versus SEO, paid campaigns, or other business activity.

Key takeaway

This project reinforced three lessons that continue to shape my approach to product and web design:

CRO starts with understanding the customer journey. A clear service structure and relevant content should come before visual polish.
Branding and usability work together. A distinctive identity establishes positioning, while clear information architecture helps visitors understand the offer.
Strong client relationships create lasting value. Aligning the client, content writer, and developer helped turn the design direction into a live website and supported continued collaboration.

Building a conversion-focused digital presence for a CRO agency.