Overview

Abun is an all-in-one SEO and growth marketing platform designed to help creators, marketers, and businesses generate content, improve rankings, and scale organic traffic.
This project focused on redesigning the landing page to improve clarity, visual hierarchy, trust, and conversion while maintaining a modern, SaaS-focused aesthetic.

Problem

The original landing page, while feature-rich, presented a few challenges:

• Information overload made it hard for new users to quickly understand the value

• Weak hierarchy caused CTAs to compete for attention

• Trust signals and testimonials were visually present but not emphasized

• The layout felt dense and overwhelming for first-time visitors

As a result, users had to work too hard to understand what Abun does and how to get started.

Goals & Objectives

• Improve scannability and visual hierarchy

• Guide users toward primary actions (Start Free Trial)

• Present features in a more digestible way

• Strengthen trust using social proof and testimonials

• Improve desktop and mobile readability

• Clarify Abun’s value proposition above the fold

Design Approach

1. Visual Style:

Typography

• Bold, modern sans-serif for headlines to create clarity and confidence

• Clean, readable body text to support long-form scanning

Colour Palette

• Deep blues and subtle gradients to convey trust, reliability, and SaaS professionalism

• High-contrast CTAs to clearly guide user actions

UI Elements

• Soft cards, rounded corners, and subtle shadows to reduce visual heaviness

• Consistent spacing to improve rhythm and flow

  
  

2. Layout & Structure:

   Hero Section

• Clear headline explaining what Abun does

• Single primary CTA (“Start Free Trial”) supported by a secondary action

• Immediate trust reinforcement through brand mentions

Features Section

• Grouped and simplified feature cards

• Focus on benefits rather than overwhelming technical detail

Social Proof

• Testimonials redesigned for better readability and credibility

• Brand logos placed strategically to reinforce trust

Pricing Section

• Cleaner pricing cards with clearer distinctions between plans

• Reduced visual noise for easier comparison

Call to Action

• Strong, repeated CTA encouraging users to take the next step

  
  

3. Usability Decisions:

• Reduced cognitive load by simplifying content blocks

• Clear CTA hierarchy (primary vs secondary actions)

• Predictable layout patterns for first-time users

• Improved spacing to enhance readability and focus

Every design decision aimed to make the page feel lighter, clearer, and more conversion-focused.

Responsiveness

The redesign was designed in Figma and optimized for both desktop and mobile experiences.

Desktop

• Wide layout with improved content grouping

• Clear top-to-bottom visual flow

Mobile

• Stacked sections for smooth scrolling

• Larger tap targets for CTAs

• Improved text hierarchy for small screens

  
  

Initial Design (Before Redesign)

"Feature-rich but visually dense, making it difficult for first-time users to quickly understand the product’s value or identify the primary action."

What Worked

• Rich feature set communicated product depth

• Strong use of testimonials and pricing transparency

• Established credibility through integrations and logos

What Didn’t Work

1. Overwhelming First Impression
The hero section presented too much information at once, making it difficult for first-time users to quickly understand Abun’s core value.

2. Weak Visual Hierarchy
Multiple elements competed for attention:

• CTAs lacked clear priority

• Feature blocks felt visually equal, reducing scannability

3. Dense Content Blocks
Large sections of information-heavy cards increased cognitive load, especially for new users unfamiliar with SEO tools.

4. Trust Signals Lacked Emphasis
Although testimonials and brand logos were present, they were visually crowded and easy to overlook.

5. Mobile Experience Felt Heavy
On smaller screens, stacked content felt long and tiring to scroll, reducing engagement.

Redesigned Landing Page (After Redesign)

"A simplified, conversion-focused layout with clearer hierarchy, stronger CTAs, and improved readability across desktop and mobile."

What Changed & Why It Works

1. Clear Value Proposition Above the Fold
The hero section was redesigned to immediately communicate:

• What Abun does

• Who it’s for

• The primary action to take

A single, dominant CTA guides users without hesitation.

2. Stronger Visual Hierarchy

• Headings clearly lead the eye

• Primary actions stand out

• Secondary actions are visually quieter

This makes scanning effortless and reduces decision fatigue.

3. Simplified Feature Presentation
Features are grouped and presented with:

• Clear titles

• Short descriptions

• Consistent card layouts

This allows users to understand benefits without reading everything.

4. Enhanced Trust & Credibility

• Testimonials were redesigned for readability

• Brand logos are placed where users naturally look

• Clean spacing increases perceived trust

The page now feels more professional and reliable.

5. Improved Responsiveness

• Desktop layout feels breathable and structured

• Mobile experience uses stacked sections with clear CTAs

• Larger tap targets improve usability

Final Outcome

The redesigned Abun landing page delivers:

• A clearer and more confident first impression

• Improved feature discoverability

• Stronger CTA focus

• Better balance between information and visual simplicity

Overall, the redesign transforms Abun’s landing page into a more approachable, trustworthy, and conversion-driven SaaS experience.

Key Learnings

• Clear hierarchy matters more than adding more content

• Simplifying layouts improves both trust and usability

• Strong CTAs perform better when supported by structure, not noise

• Designing with responsiveness in mind prevents usability issues later