Abun helps marketers and content teams plan, write, and optimize content to grow organic traffic. Over time, the website became dense with features and messages that made it hard for visitors to quickly understand what the product actually offered. The redesign aimed to bring clarity, structure, and trust back to the experience.
🔍 Led the UX audit and restructured site navigation
🏠 Simplified homepage messaging and hierarchy
🧭 Proposed a stronger “how it works” flow and onboarding.
✍️ Created conversion-focused copy and layout guidelines
<aside> 💡
The new site needed to explain Abun’s capabilities in a way that was simple, credible, and easy to act on. Instead of listing every feature, the redesign focused on telling a clear story, what the product does, who it helps, and how to get started.
</aside>
Abun.com had strong capabilities but underperformed in communicating them. The previous website listed dozens of features without hierarchy, lacked proof points, and overwhelmed visitors at first glance.
<aside> 📋
Overloaded Feature List
Dozens of tools in a single scroll, diluting clarity.
</aside>
<aside> 🤨
Low Trust Signals
Limited real customer data or testimonials.
</aside>
<aside> 🎨
Visual Density
Outdated hierarchy, limited whitespace, and inconsistent tone.
</aside>
<aside> 💸
Pricing Confusion
Overlapping tiers and “coming soon” tags reduced confidence.
</aside>
<aside> 🧭
Weak Onboarding Guidance
No clear “how to get started” path for new users.
</aside>
Discover & Audit
We started by mapping user journeys and reviewing every page to identify where visitors felt lost or overwhelmed. This helped uncover key issues with hierarchy, navigation, and messaging clarity.
Redefine Structure & Messaging
Next, we reorganized 30+ tools into four focused categories and rewrote the homepage to tell a clear, benefits-first story. The pricing page was simplified, and new trust sections like testimonials and customer results were introduced.
Design & Optimize
Finally, we refined the visual design for consistency, improved mobile performance, and tested layouts for readability and conversion. The result was a modern, focused website that guides users naturally from interest to action.
Single powerful headline + subhead + CTA (“Start Free Trial”)
Animated visual demo showing the AI in action
Collapsed tool sprawl into 4 key categories
Added progressive disclosure for details
Clear 3-step visualization: Connect CMS → Generate Content → Monitor Results
Transparent table showing only available tools per tier
Added comparison highlights (“Best for Agencies”)
