Problem

• The client’s website lacked clarity — visitors weren’t immediately sure what Lane Assist actually does (helping tech professionals land jobs via a team of recruiters/engineers/coaches).

• The visual design and hierarchy made it difficult for visitors to scan, understand, and engage with the content — users were not scrolling or reading key sections.

• Typography, layout, and section ordering did not support a smooth user journey for both senior and junior tech professionals who are the service’s target audience.

• Copywriting was verbose, unclear, and not optimized for quick comprehension — weakening the value proposition and reducing conversion potential.

Solution

• I redesigned the website’s visual hierarchy: reorganised sections, repositioned key content (above the fold and through the scroll‑flow) to guide visitors logically from “Who you are” → “What we help you do” → “How we do it”.

• I introduced new typography and visual styling to improve readability and scanning - making headlines, sub‑heads, call‑outs and body copy distinct and easier to digest.

• I crafted clearer, shorter, targeted copy aimed at both junior and senior tech professionals: concise value propositions, actionable language, and emphasis on the career‑outcome.

• I added new sections that illustrate the process step‑by‑step (e.g., “Week 1 – Building your profile”, “Week 2 – Application strategies”, etc) so visitors immediately understand how Lane Assist works and what to expect.

• I improved the overall experience with better visual cues, section spacing and flow, so the site invites scrolling and keeps users engaged rather than bouncing early.