Moodboarding Phase

We kicked off the project with a focused discovery process to understand Fred’s business goals, target audience, and market positioning.

We wanted to align on more than just aesthetics. We aimed to define how the website should make people feel and what message it should communicate within the first few seconds.

Exploring Visual Directions

To spark alignment, we created five distinct moodboards representing a range of modern visual styles:

• Flat Design (Light)

• Flat Design (Dark)

• Colorful

• Glassmorphism

• Neu Brutalism

Fred immediately leaned toward clean, minimal visual tones. He referenced examples like Hyperstart, Charter Labs, Acctual, and Focal.

Each of these featured generous white space, strong typography, thoughtful use of color, and a design system that felt both elevated and trustworthy.

Key Trust Elements

Beyond style, Fred emphasized the importance of building credibility right from the top. He was clear about wanting:

• Scrolling client logos

• Recognizable certification badges

• A prominent VSL (video sales letter) embedded in the hero section

These components were strategic tools to make a strong first impression and to validate Performance Partners as a premium, proven agency.

Our Design Takeaway

From this phase, our direction became clear: we needed to create a visual system that conveyed expertise without overwhelming the user. The design had to be simple but sharp, supporting the messaging without stealing focus. It also needed to earn trust in the first few seconds using copy and visual cues to say, “You’re in the right place.”

Information Architecture

With the discovery and visual direction aligned, we structured the website to guide users through a clear, persuasive narrative. These were rooted in the mindset of high-performing DTC brands. We categorized the messaging across four pillars: Pain Points, Desired Outcomes, Objections, and Buyer Signals.

From there, we mapped a message hierarchy that followed this story arc:

Confusion in the Market → Risk of Scaling Wrong → Why Most Affiliate Agencies Fail → Sales-Led Approach → Client Logos, Testimonials, and Case Studies → Confident CTA

We tested multiple messaging angles — from results-first and partner-first to process-led. The winning direction leaned into clarity and control. The message that resonated most was about profitably scaling with elite affiliates through a hands-on, sales-driven approach. This is something Performance Partners does better than anyone else in the space.

Fred’s audience didn’t need convincing on affiliate marketing itself. They needed to see that Performance Partners had a better system for unlocking its full potential. The IA was built to reflect that, turning each scroll into a step closer to trust and conversion.

Hero Section Iterations

The hero section was one of the most important parts of the homepage. We explored several layout and messaging directions, playing with color palettes, structure, and flow.

Fred reviewed each iteration carefully, ultimately choosing the version with a white background. It felt clean, confident, and spacious, allowing the core message to stand out without visual clutter.

Setting the Tone with the Pill

Placed just above the headline, we included a small but powerful statement:

“A Partner-Focused Affiliate Marketing Agency.”

This acted as a positioning cue, helping visitors immediately understand that Performance Partners wasn’t a platform or tool. It was a hands-on, strategic agency.

Headline & Sub-Headline

The finalized headline read:

“Scale profitably with an army of elite affiliates.”

It was sharp, benefit-driven, and captured both the ambition of Performance Partners’ clients and the agency’s unique approach to affiliate marketing.

• “Scale profitably” speaks to the dream metric: more revenue without wasted spend.

• “Army of elite affiliates” immediately positions Performance Partners as having quality connections, and not just limited to influencers.

The sub-headline elaborated with clarity:

“We create performance-based affiliate programs with influencers, bloggers and media buyers to scale your brand profitably.”

This is where we pulled in the Aha Moment.

• “Performance-based programs” → You only pay when results happen.

• “Influencers, bloggers, media buyers” → We broaden the definition of affiliates.

• “Scale profitably” → Ties back to business impact.

CTA and Visual Hierarchy

Just below the messaging, we placed a clear and focused CTA:

“Book A Call”

Fred wanted it to stand out, so we refined its size, contrast, and placement until it had the right visual weight without feeling pushy.

Beneath the CTA, we added scrolling client logos. A simple but effective trust-building element. This reinforced that the agency had real-world experience with established brands. We also added Clutch badges and certification icons nearby to layer additional credibility.

Users now had a reason to trust what they were reading.

VSL

We reserved space in the hero for a VSL (video sales letter) thumbnail. This gave Fred the flexibility to introduce himself and explain the value proposition directly to visitors. This self explanation VSL directly from the founder brings trust among the users.

Fred’s feedback throughout was consistent: the section should feel modern, premium, and intentional. So we adjusted the layout for balance, fine-tuned padding, and carefully spaced each element to ensure that nothing overpowered the core message.

In the end, the hero wasn’t just a banner. It was a first impression that combined positioning, trust, clarity, and conversion in a single frame.

Homepage Design

The homepage was crafted with a clear narrative. Each section is designed to build trust, deliver value, and bring the visitor closer to conversion.

Establishing the Core Differentiator

We began by emphasizing Performance Partners unique sales-first approach. Unlike traditional agencies, they don’t rely on affiliates coming inbound. They proactively reach out, negotiate deals, and build high-performing partnerships. This was cut down into three key value propositions:

• Sales-Focused Recruitment

• Creative Deal-Making

• Expert Negotiation

Each was written with a confident tone, reinforcing credibility without sounding boastful.

Speaking To Real Pain Points

Fred was very clear: their audience didn’t need an intro to affiliate marketing. These were experienced brands with underperforming programs. So instead of explaining the channel, we focused on real frustrations:

• Difficulty finding top-tier affiliates

• Inactive affiliate base

• Lack of in-house resources to scale

This section was designed to create empathy and immediate relevance.

Omni-Channel Strategy Integration

Fred introduced the concept of an Omni-Channel Affiliate Program, and we knew this deserved its own section. It showed that Performance Partners wasn’t just chasing volume, but building resilient, multi-channel affiliate ecosystems.

We positioned this just before the process to establish thought leadership and differentiate from execution-only agencies.

Mapping The Affiliate Growth Process

“Simplicity builds trust. Complexity builds perceived value.”

This was our guiding principle when designing the Performance Partners process flowchart. While the homepage and service benefits were worded clearly for the users, we wanted the process itself to feel nuanced. Something a brand couldn’t just replicate internally. It needed to signal that Performance Partners doesn’t just “run” affiliate programs, they engineer them.

Next, we walked the user through Performance Partners process, broken down into clear, actionable stages:

1. Laying the Foundation – Establishing commission structures, promotional guidelines, and affiliate resources.

2. Recruiting Affiliates – Actively sourcing influencers, content creators, PPC/media buyers, and more.

3. Activation – Equipping affiliates with onboarding, creative assets, and targeted campaigns.

4. Optimization – Using data and performance metrics to double down on what works.

5. Scaling – Streamlining efforts and reallocating resources to amplify ROI.

Each stage was backed by key metrics like average ROAS, 95% activation rate within 15 days, and 85% affiliate retention. This gave tangible proof of the system’s effectiveness.

Client Testimonials

To build credibility, we planned for a dedicated section on video testimonials. Fred emphasized the power of real client videos. So, we designed the section around them, saving space for visual authenticity rather than long-form text quotes.

Comparison Table: “Us vs. Them”

After the testimonial section, we introduced a side-by-side comparison table designed to influence decision-makers who were likely already interested, but still evaluating alternatives.

By this stage of the homepage, we had already showcased the offer, explained the process, and built trust with social proof. This was the perfect moment to insert a breakdown that clearly answered, “Why not to look for any other affiliate agency?”

This visual, digestible comparison reinforced Performance Partners’ premium positioning and eliminated the mental friction of evaluating multiple agencies. It was direct, confident, and impossible to skim past.

Handling Objections & Final Push

Just above the final CTA, we placed a comprehensive FAQ section. The idea was simple: if someone had scrolled this far, they were seriously considering getting in touch, but likely had a few final questions or hesitations. This addresses buyer questions around pricing, timelines, affiliate types, and ROI. 

Placing the FAQ just before the final CTA served two purposes. First, it gave hesitant visitors the clarity they needed to convert. Second, it added depth and transparency, making the entire site feel more trustworthy and complete.

Final CTA

Besides the button placements throughout the website, this dedicated CTA section played a key role in driving users to take the primary action to book a call, ultimately helping close the website project.

Every section of the homepage was intentional. Designed not just to inform, but to build momentum, reduce hesitation, and close the gap between curiosity and conversion.

Conclusion

The redesign of Performance Partners was about more than visuals. It was about clarity, trust, and positioning. We helped shift the agency from misunderstood to unmistakably premium.

Now, the site tells their story within seconds. It builds credibility through logos, badges, testimonials, and key metrics. It drives action with sharp CTAs and content that answers objections.

This isn’t just a website. It’s a growth tool that fuels sales, builds brand equity, and empowers the team to show up with confidence.