HAL SIMPLIFY
ENTERPRISE SOFTWARE
2025
ROLE
UI/UX Designer
DELIVERABLES
Landing Pages
Marketing Campaigns
Mobile Apps
Branding
TEAM
Chief Strategy Officer (CSO)
SKILLS
Figma
Webflow
Lemlist
OVERVIEW
HAL Simplify provides business software across three verticals — ERP for SMEs (HAL Business Success), ZATCA e-invoicing compliance (VATCARE), and EdTech for institutions (HAL Edgecation Suites). Despite 10,000+ monthly visitors, the site had no consistent lead capture and poor conversion. I was brought in at the intersection of design and growth to fix that.
THE PROBLEM
High website traffic but almost no inbound leads
The existing site had three distinct products across 8 industries, each targeting different buyers but the information architecture treated them identically. No clear conversion paths, no segmented CTAs, and no system to capture or route leads once they arrived. Sales was operating entirely on manual outreach with no funnel visibility.
THE APPROACH
Restructured IA by buyer segment
Each product vertical got a dedicated landing page with a buyer-specific message, pain points, and CTA — no more one-size-fits-all homepage.
Redesigned HAL Pay App
Worked on the mobile app alongside the web push — aligning visual language and improving key flows for SME users.
Simplified Lead Capture
Replaced long contact forms with two-field inline forms and contextual modals within the primary landing page and the respective Industry pages. CTAs were designed to be non-intrusive timed and scroll-triggered, not immediate.
Built an Outbound Pipeline
Integrated the site with HAL's internal CRM and Lemlist, so captured leads flowed directly to sales reps with segment tags already applied.
Every lead and email captured is segmented and then fed into a lead nurturing campaign, where we send them newsletters and case studies related to their Industry.
Ran email and content campaigns across various channels
Designed industry-specific email sequences, monthly newsletters, and case studies to drive return traffic and nurture leads.
THE OUTCOME
Measurable Growth in 6 months
+32%
Website traffic across all major landing pages
+8%
Conversion rate on a 10K+/month visitor base
+15%
CTR on newsletters and customer case studies
Learnings
Designing for growth means owning the full funnel. The visual layer is only half the job. The CRM integration and lead tagging logic mattered as much as the landing page.
B2B buyers need trust before they convert. Simplicity and credibility signals (case studies, client logos, specific pain-point copy) outperformed pushy tactics every time.
Working solo across design and marketing surfaces makes you realize how every design decision had a downstream operational effect.