Overview

Auten is an AI automation agency that helps mid-size businesses automate repetitive workflows using custom AI solutions — chatbots, document processing, data pipelines, and workflow automation. Think McKinsey meets Make.com.

They were growing fast through referrals but needed a website that could do the selling for them. Their existing site was a generic agency template that said nothing specific and converted no one.

The Challenge

AI automation is an abstract service. Most potential clients know they need it but can't visualize what it looks like or how it works. Auten's biggest challenge wasn't design — it was communication.

The existing website had three problems:

• Generic messaging — 'We automate your business' could be any agency. Nothing specific to Aura's approach or results.

• No clear process — potential clients didn't understand what working with Aura looked like, creating anxiety about the first step

• Weak conversion path — no clear CTA hierarchy, no urgency, no social proof above the fold

The Approach

This wasn't just a web design project — it was a positioning project. Before opening Framer, I spent the first week working with Aura's founders on messaging strategy.

Problem-first storytelling

Restructured the entire page around client pain points, not agency capabilities. The hero didn't say 'We build AI automations.' It said 'Everything your business needs automated.' Lead with the problem, present the solution, prove it with results.

Visual process breakdown

Designed a 'How it works' section that demystified AI automation into three simple steps. Each step had a visual showing exactly what happens — from audit to implementation to ongoing optimization. Made the abstract tangible.

Conversion architecture

Mapped the entire page as a conversion funnel. Hero with immediate CTA. Pain points that build urgency. Process that reduces anxiety. Case studies that prove results. Pricing transparency that eliminates guesswork. Final CTA with calendar embed. Every section had one job: move the visitor closer to booking a call.

The Results

The new website transformed Aura's sales pipeline. Qualified leads increased dramatically in the first month. The visitor-to-lead conversion rate landed well above the agency industry average. The founders stopped needing to explain what they do on sales calls — clients arrived already educated by the website.