A complete website redesign for an AI tool that outgrew its first version, and went on to win a Yelp industry award.
[ Brief ]
Ben AI is an AI-powered lead conversion system for home service businesses, automating Yelp responses, handling live chat, and managing campaigns across platforms like SunTech and Thumbtack. The audience isn't tech-savvy. They're business owners who need bookings, not dashboards. We designed their first website when the product had one message. When the product grew, the site had to grow with it.
20+
Sections designed
V1→V2
Full redesign
1→3
Use cases designed
[ Version 1 ]
The original site had one job: explain what Ben AI does for Yelp advertisers and get them to try it. One hero, one use case, one audience. Clean, direct, effective for the stage the product was in. It worked, until the product didn't fit one hero anymore.
[ Changes ]
The product outgrew the site. Here's what happened between V1 and V2.
Multi-product expansion
Live chat added. Platform expanded beyond Yelp to SunTech and Thumbtack. One hero couldn't carry three products.
Yelp Award
Ben AI won Yelp Advertising Partner Award — Best in Innovation 2025. That needed to be visible, not buried.
New pricing model
Subscription tiers (Pro / Custom) replaced the old structure. Pricing needed its own section with clear value differentiation.
[ V2 · Decision 1 ]
Three heroes, three audiences
Each hero now leads with a specific use case — lead conversion, live chat, Yelp ad optimization.
Whoever lands on the site sees their problem named in the first five seconds. Not the product name. Their problem.
[ V2 · Decision 2 ]
Each hero, supported by what it promises
Once a user landed on a hero, they needed proof. Each hero was followed by 1-2 supporting blocks that detailed exactly how Ben AI delivers: feature lists, dashboards, real screenshots. Show, don't claim.
[ V2 · Decision 3 ]
Award as trust signal, not decoration
For a non-technical audience deciding whether to trust a new AI tool, a Yelp industry award is powerful social proof.
We made it visible and prominent — not buried at the bottom near the footer.
[ V2 · Decision 4 ]
Pricing that communicates value, not just tiers
Pro / Custom model needed a new pricing section that showed what each tier unlocks, without overwhelming users who don't want to think about software licensing.
Clear, scannable, decision-ready.
[ Outcome ]
The product grew. The site kept up.
Won Yelp Advertising Partner Award — Best in Innovation 2025.
Attracted first major clients and rapidly outperformed competitors in their category.
A complex AI product made clear, trustworthy, and easy to act on — for an audience that doesn't speak tech.
