MindForge’s website wasn’t converting leads. I spearheaded an overhaul that drove organic sign-ups.
B2B SaaS · Content Clarity · Cross-Functional Leadership
Refreshed Website and Demo Video.
Overview
Visitors came to our site and left confused. After years of incremental conversations about updating the headline, I pushed for a complete overhaul, producing the company's first organic sign-ups.
01
Made the product visible
The site didn't show the app. The only screenshots available were from developer testing accounts — abstract and unconvincing to real buyers. I built new screenshots from scratch, writing accurate customer scenarios and using image generation to create realistic profile pictures. For the first time, visitors could actually visualize what they were being sold.
02
Cut demo runtime by 60%
The original demo video ran 17 minutes. I rewrote and re-edited it down to 7 — faster paced, more engaging, and featuring real customer testimonials. Then I fought to remove the email gate entirely, so anyone could watch without friction. Organic understanding over lead capture that wasn't working.
03
Aligned a cross-functional team to ship it
Getting a website overhaul live means getting a lot of people to agree. I secured buy-in from stakeholders, customer success, UX, engineering, and an external marketing team — then delivered final designs to our web development team and oversaw implementation through to launch.
Results
MindForge had always relied on lengthy sales cycles to close deals. After the overhaul, the company saw its first organic sign-ups — customers who found the product, understood it, and converted without a sales rep involved. The app screenshots I built remain the primary visual on the site today.
Matt was an incredibly dedicated and valuable teammate. He thinks strategically and brings impeccable taste to the creative process.
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Stokes McIntyre
President & CEO, MindForge
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