Investor Intros Website Redesign & Lead Funnel Optimization

UX Strategy | Website Design | Conversion Flows | Visual Design | Marketing Support | Cross-Functional Teamwork

Project Status: Ongoing

The Client

Investor Intros

connects accredited investors and investor groups with entrepreneurs seeking capital. Their website plays a critical role in building trust, educating potential clients, and collecting qualified leads through multiple entry points.

The Goal

Present Investor Intros as a credible, professional, and trustworthy brand

Clearly guide founders and investors into the correct onboarding flow

Improve survey completion rates by simplifying and clarifying entry points

Organize inbound leads for internal teams

My Role

Digital Experience Designer

I partnered closely with the founders to redesign and optimize the website in phases, balancing tight marketing deadlines with longer-term redesign goals for their WordPress + Elementor site.

My Scope of Work

  • UX strategy & information architecture

  • Content restructuring and messaging

  • Conversion flow design

  • Website design updates (UI + layout)

  • Lead capture and organization setup

  • Landing page creation for marketing initiatives

This project reflects a fast-paced, early-stage environment where I wore many hats.

Throughout this case study, you will see examples where I own the full user journey from first impression to conversion.

Before

After

Now, Let’s start at the beginning…

Investor Intros has two distinct but equally important user profiles:

Founders

These are entrepreneurs who want to begin raising capital for their business. They come from every industry, and want to raise anywhere between $500,000 and $10M.

+

Investors

These could be angel investors, investor groups, or venture capital companies who want to be introduced to growing companies that match their interests and goals.

They have different goals, but at a high level, we want them to:

  • Learn about who Investor Intros is, how it works, and why they are different than other fundraising companies.

  • See examples of recent successes.

  • Fill out a survey to begin the process of being matched.

But here’s

The Problem

  • Slow page load times due to excessive animation

  • Dark, outdated visual design that didn’t reflect the brand’s desired identity

  • Inconsistent typography and formatting

  • Confusing navigation and information hierarchy

  • No clear or consistent sales funnel

  • Only one primary CTA, which served only half of the target audience

  • Broken links and buttons

  • Overall lack of professionalism and trust signals

Contraints

Like any project, there were challenges that would need to be worked around along the way.

Rapidly changing product direction

Limited brand assets

Inherited Elementor template limitations

Multiple urgent updates before events/webinars

No information from previous designer

Research & Inspiration

With no formal research budget, I conducted competitive and comparative analysis, reviewing sites the client admired and direct industry leaders, including Fidelity, Merrill Lynch, and Equifax.

I analysed:

How trust is established visually and through content

CTA placement and messaging

Lead capture patterns and flows

Use of tone and hierarchy to guide different user types

Ideate

I explored ways to:

  • Reorganize homepage content

  • Reduce clutter

  • Present the two pathways clearly

  • Improve spacing & hierarchy

  • Bring consistency to typography and colors

  • Introduce helpful UI components (cards, CTAs, clear sections)

Design

Here you can see some of the solutions and visual assets I created so far.

Additional Contribution

Automation & Lead Capture

What I Built

  • Zapier automations for both surveys

  • Routing based on page source + audience type

  • Organized Google Sheets CRM-style tracking

  • Added timestamps, URLs, and partner attribution

Why It Mattered

The company was beginning to try new methods of outreach, and needed to be able to better organize and track leads.


Now they have clean, reliable insight into who is submitting what and where they came from.

Results

Clearer User Journey

Visitors immediately understand the service and which path to choose.

Improved conversion readiness

Surveys are now visible, functional, and connected to automated workflows.

Increased Trust & Professionalism

No more broken links, mismatched fonts, or chaotic layouts.

Scalable Foundation

The updated structure supports future pages, services, and product launches.