About the Project

Sogro is a marketing service run by Aaron Irmas of Santa Monica, California. Sogro helps companies get more followers and fans by connecting people through hashtags.

Sogro engaged my help because of the other friendly designs in my portfolio. In addition to an appropriate design aesthetic, I was uniquely qualified to help Sogro because I had experience developing for WordPress. I sought to create a pleasant experience both for Aaron in updating the website’s content as well as his visitors & future customers.

Logo designed by me.

Logo designed by me.

The Challenge

Sogro was beginning to feel held back by its website design. They wanted to redesign to have the website feel friendly, simple and professional. Because of the goal to look more professional, the way I approached this challenge was to first focus on the look & feel of the website. To do this, we iterated through 3 potential personality directions for the brand. After deciding on a personality, we moved onto creating content that inspired confidence funneled people to the sales page.

The Solution

We first iterated through 3 different personalities in the form of moodboards. I then created wireframes for the marketing pages that told the company’s story. The hero opens with a grateful testimonial from a customer, then goes into information about the service, ending with testimonials and a case study download. Then a bright call to action with a factor of social proof closes the page.

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Two of the most important pages were the How It Works page and the Pricing page.

For How It Works, the challenge was to keep it simple. In keeping with the plant theme, I created a simple 4-step explanation of the service that showed planting a seed, watering it, and watching it grow.


The Pricing page was important because it doubled as a signup page. I created an interactive package generator that dynamically adjusted the price based on the number of accounts and whether the customer wanted monthly or annual pricing, so it was clear to see what they were getting. Below the price was a list of features included in every account.

Because most of Sogro’s visitors arrived from mobile, I tested this page extensively on phones.

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The Results

Before launching the redesign, Aaron decided to raise his price 33% based on how confident he was in the new brand. Remarkably, shortly after launch, Sogro’s conversion rate also raised from 4% to 10%, resulting in higher MRR for the company.

“The site overall has been amazing—my monthly recurring revenue has gone up significantly since we started due to the conversion rate and price increase. I definitely think the design of the site has allowed me to increase the price of my service as my brand looks much more trustworthy.” —Aaron Irmas, CEO.

Want to see similar results for your business?