Aligning with Strategic Pivot 

When Samanyou from Writesonic approached us, their team was in the middle of a major shift. They no longer wanted to be seen as “just another AI writing tool”, aiming to reposition themselves as the SEO agent for agencies & marketing teams. 

At their scale, even a 0.1% drop in conversions could cost millions over time. The risk of misalignment was real.

We started off by working closely with the Writesonic team – aligning with their product & marketing teams to unpack the true value of the new positioning. 

The final solution had to speak to a new audience, without alienating the one that built the business in the first place.

Crafting the (Re) Brand Identity 

The rebrand needed to “scream AI” without alienating existing users who loved the simplicity of the original writing tools. We spent time analyzing how leading AI platforms like ChatGPT crafted their presence & took note of subtle details that made their branding effective. 

While most AI brands were embracing darker, tech-heavy palettes, they wanted to keep things light, literally. Their ask was simple: 

“We want a clean, bright interface with a touch of personality through gradients.”

We embraced the contrast, using it to create a design language that felt vibrant, and reflected both ambition and accessibility. 

Creating IA for Multi-Product Navigation  

One of the trickiest parts of the project was making sure we didn’t disrupt the existing flow of traffic to Writesonic’s other high-performing tools like Chatsonic and Botsonic. These were important revenue drivers, and the homepage played a big role in cross-selling them. 

We explored multiple navigation patterns—some based on what had worked well in the past, others testing new ideas to reduce friction. 

After a few iterations and reviews with their team, we found a version that balanced both goals: it kept product discovery intact without pulling users away from the core CTA.

Designing the Hero Section 

We explored nearly a dozen different hero section designs, working hand-in-hand with the team to spot any bottlenecks or distractions. The goal was simple: make sure the hero aligned perfectly with our info architecture and focused users exactly where we wanted.

The winner laid out the full SEO workflow—starting from research, moving through content generation, and ending with optimization. 

We also added video walkthroughs so new visitors could immediately grasp the platform’s value and feel confident hitting the sign-up button.

Redesigning the Homepage for Cross-sells 

The navigation challenge was tricky because we needed to balance multiple product CTAs without killing primary conversions. We tested several iterations and found that clear visual hierarchy and strategic placement could maintain cross-product discovery without creating decision paralysis.

The solution preserved the existing traffic patterns while making the primary conversion path more obvious for new users discovering Writesonic's AI agent capabilities.

Adding Case Studies  

Social proof is critical for building user trust, which is why we decided to add the 'Case Studies' section to Writesonic's website redesign.

We began by identifying key success stories, most of which were already provided to us by the client, using the assets to create a compelling narrative that added further heft to the landing page.

The case studies were presented in an engaging, swipe-able card format with strong visuals that solidified Writesonic's positioning as the #1 'AI-powered content & marketing solution'.

Adding Interactive UI Moments 

We sprinkled interactive touches all over the site, especially in the "Why Writesonic" section. Instead of plain images, users could hover over feature cards and see subtle animations. 

It wasn’t just for show, but rather the little details which make a product feel polished and premium. As our founder Siddharth mentioned: 

“Such UI moments create a delightful experience, showing users that the team cares enough to perfect even the smallest animations.” 

The interactive cards reinforced Writesonic's positioning as a premium, well-crafted platform. 

When users see that level of polish on the website, they assume the same care went into building the actual product.

Using Data for Repositioning 

Based on user data showing that Article Writer 6 was attracting the most new users, we gave this flagship product center stage. The "Content Creation Super Service" section highlighted the non-agentic workflow that was driving the most traffic and conversions.

This decision was data-driven. We knew from Writesonic's analytics that most new sign-ups wanted to use Article Writer 6 to generate blogs and articles for better SEO rankings.

Comparison table

To further lighten the cognitive load & aid decision-making, we added a comparison table which compared Writesonic's AI writing tool vs. other platforms like ChatGPT, traditional SEO tools and manual processes designed by SEO/content agencies.

The idea was to give users an "at-a-glance" overview of key objections and pain points that Writesonic's AI tool could solve.

This proved highly-effective, allowing users to compare quickly and choose which solution aligns the best with their specific needs.

Personas

The personas section was crucial for simplifying the user journey. We recognized that marketers aren't a monolithic group; their challenges and goals vary significantly.

By segmenting the audience into distinct archetypes like "In-House Marketing Teams," "Marketing Agencies," "Business Owners," and "SEO Consultants," we achieved several key design objectives:

• Enhancing discoverability based on relevance

• Showcased empathy through distinct visuals

• Streamlined information consumption (through distinct, card-based designs)

• Guiding the user flow, so users could jump directly to their most pertinent, relevant information.

Optimizing ‘Why Writesonic?’ for Brand Belief

This section carefully crafted the transition from "switching between charity marketing tools and content platform" to "just one piece of content." 

The idea was to showcase the backend process of how Writesonic writes articles while highlighting key features as benefits. 

We also added an interactive “Features” card that demonstrated the sophisticated technology behind Writesonic’s AI while keeping the interface approachable & engaging. 

Rethinking the Pricing Page

The pricing page was one of our biggest challenges. Writesonic offered 7 to 8 different plans spanning individual users, teams, and enterprise customers. While most SaaS companies stick to 2 or 3 plans, Writesonic’s complexity required a different approach. 

We looked at how platforms like Webflow handled similar challenges but found their methods too confusing for Writesonic’s audience.

Instead, we built a large, clear comparison table that made it easy for users to quickly see the differences and choose what suited them best. 

The pricing page quickly became one of the most visited pages on their site. 

Despite the complexity of multiple plans, we kept the design clean and clear, proving that thoughtful design can simplify even the toughest information architecture challenges. 

We used colors and gradients strategically to highlight recommended plans and create a clear visual flow. 

This guided users smoothly through their options, making it easier to decide while still allowing a deep dive into plan details if needed.

Optimizing for High-Intent Conversions

To reduce friction near the signup stage, we created an FAQ section focused on the key objections users usually have. By directly answering those questions, we cleared up confusion before users hit the free trial button. 

This helped keep more people moving forward instead of hesitating or leaving. We also placed social proof below the pricing table, even though users might have seen similar elements on the homepage. 

The reason? Users in high-intent areas like the pricing page often need reassurance that they’re making the right decision. 

Feedback & Final Handoff

The final visual system combined light themes, strategic gradients & modern typography that positioned Writesonic as an “AI-first platform”.

 This was crucial since they’d moved into the “Agentic AI” space where such credibility-enhancing elements play a key role. 

Once everything was finalized, the project was handed over to the client – who absolutely loved our approach. 

Conclusion 

The redesigned website became the foundation for Writesonic’s successful product launch – maintaining consistent traffic & conversion rate while also effectively communicating their expanded agentic capabilities. 

The company has since collaborated with Bricx on all their design & product-related initiatives.