Creative UI/UX Designer

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Leads Expressen Website

Designed the website for a B2B lead generation agency to build instant credibility, clarify complex services, and drive qualified client conversions online.

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Introduction

Leedly is a modern B2B lead generation agency that helps startups and enterprises grow through outbound sales, cold calling, and data-driven email automation. They came to me with a clear challenge, their website didn’t communicate credibility, their services were fragmented, and potential clients couldn’t clearly understand what made them different.

I was brought in to design and build a new website that would establish instant trust, communicate Leedly’s complex value proposition clearly, and drive conversions through a frictionless experience.

Understanding the challenge

The B2B sales space is flooded with agencies making bold promises. Buyers are skeptical, having heard “guaranteed meetings” countless times before. For Leedly, credibility wasn’t optional, it was the currency of conversion. The website needed to answer one question instantly: “Can you really deliver results?”

Every design decision revolved around answering that question, clearly, confidently, and convincingly.

Problem statement:

Leedly needs a website that instantly establishes trust in a skeptical B2B market, clearly communicates its multi-layered value proposition without overwhelming visitors, and seamlessly guides them from initial curiosity to booking a call, all while maintaining a sense of credibility, clarity, and premium consultation.

Goals and objectives

My mission was to design a website that feels like a strategic partner—not a service provider. Every design decision had to serve one of three conversion goals:

Establish instant credibility

Through visual sophistication, data-driven messaging, and social proof placement

Simplify complex offerings

Break down Leedly offerings into digestible, benefit-focused service sections that speak to pain points

Drive qualified bookings

Through strategic CTA placement, reduced friction, and trust-building elements at every stage of the funnel

Design process

Wireframing & structure

Before touching visual design, I started with wireframes to map out the complete site architecture. This wasn't just about layout, it was about structuring the entire user journey with clear conversion goals for each section.

Each wireframe block had a strategic purpose. If a section couldn't justify its existence in the conversion journey, it didn't make it to the final design. This approach kept the site focused and prevented the common mistake of adding sections just because "other websites have them."

The wireframing phase also helped me identify the optimal placement for trust-building elements like testimonials, not dumped at the bottom, but distributed strategically where prospects would need reassurance most.

FInal design

The final website is a conversion-optimized digital experience that positions Leedly as a premium B2B sales partner. Every element serves a strategic purpose.

Results & impact

The website launched with immediate, measurable impact:

78%

increase in qualified demo bookings in the first 60 days post-launch

increase in qualified demo bookings in the first 60 days post-launch

25%

improvement in average session duration, indicating visitors are more engaged with the content

improvement in average session duration, indicating visitors are more engaged with the content

15%

reduction in bounce rate from homepage traffic

reduction in bounce rate from homepage traffic

Beyond the metrics, the website now functions as Leedly's primary sales asset. It's shared in cold outreach, referenced in sales calls, and frequently cited by prospects as a key factor in their decision to book a discovery call.

The site doesn't just inform visitors about Leedly's services—it actively sells them on the value of partnering with the company.

What the client said

Viktor Gorrido

CEO, Riskpay

"Working with Sam was an incredible experience. He’s creative, professional, and detail-oriented. He truly understood my vision and brought it to life beautifully. His communication was clear, his design skills outstanding, and the result is a website I’m genuinely proud of."

Want to reach out?

Email: alegesamuelayo@gmail.com ↗