Challenge.
Sogro, a marketing service founded by Aaron Irmas in Santa Monica, helps companies gain more followers by connecting people through hashtags.
The core problem: Despite the product’s promise, the website design was holding growth back. It felt dated and lacked clarity.
Visitors weren’t confident in what they were signing up for, and conversions were stalling. Although most traffic was arriving from mobile (using the Sogro tool itself to drive traffic!) the experience was especially clunky on phones.
Technical complexity challenges included migrating Sogro off of Parse (which was discontinued at the time) and onto WordPress for stability and long-term maintainability. Beyond the migration itself, the core requirement was that the founder could easily review customer accounts and track changes without needing developer intervention.
How we solved it.
I approached the redesign with the goal of making Sogro feel simple, friendly, and professional.
Before launch, Aaron made a bold move: he raised prices by 33% based on how confident he was in the new brand direction.
🌱 Brand identity exploration → We tested three potential personality directions for the brand, ultimately choosing the one that inspired confidence while remaining approachable.
💳 Pricing page overhaul → I designed an interactive package generator that let customers easily adjust number of accounts and billing frequency (monthly/annual). This made pricing transparent and removed friction from sign-up.
📱 Mobile-first design → Knowing that the majority of users were on phones, I tested layouts extensively across devices to ensure clarity and ease of use.
⏭️ End-to-end build → Delivered brand identity, logo design, responsive web design, front-end development, WordPress integration, Stripe setup, and supporting marketing materials.
To solve the technical challenges, I integrated WP Business Intelligence tools on top of the WordPress site, surfacing account and payment data in clear dashboards. The challenge was making the data accessible and reliable: mapping from Parse’s data structures into WordPress tables, preserving historical records, and ensuring queries stayed performant as customer volume grew. The end result gave the owner self-serve visibility into accounts, payments, and changes in near real-time.
Storytelling UX Innovation
When we redesigned Sogro’s first funnel page, we knew a wall of text wouldn’t cut it. Most SaaS “how it works” pages drown prospects in bullet lists and jargon. Instead, we used a storytelling metaphor — planting and growing seeds — to guide the user step by step.
- Metaphor instead of text dump → Each step was paired with a simple visual (shovel, falling seed, water, growing plant) so the process felt intuitive, not technical. This shifted the page from “explaining” to “showing.”
- Friendly second-person voice → We spoke directly to the user in “you” language (“You post. We grow.”) to make the service approachable and relatable, rather than corporate or abstract.
- Guided user journey → The page wasn’t a dead end. It always offered a clear next step, both in the primary nav (FAQ → Pricing → About) and with contextual calls to action at each stage. The funnel moved forward like a narrative: learn → trust → sign up.
- Strategic CTAs → Every section ended with a call to action — never pushy, always positioned as the natural “next step” in the story.
This combination of metaphor, friendly tone, and structured progression changed Sogro’s trajectory: prospects weren’t just skimming; they were following along, step by step, until the story naturally led them to start a free trial.
Why is it so hard to get noticed?
Why can’t I get my account to keep growing?
Have you ever had these thoughts?
Join the 5,495 entrepreneurs who are already using Sogro.
Hello, we’re Sogro
…and we’re here as a friendly helping hand for busy entrepreneurs, bloggers, and business owners.
We strive to make your life a little bit easier 🙂
Outcome.
The redesign immediately shifted Sogro’s trajectory.
By stripping away clutter, simplifying decisions, and presenting a confident brand, we helped Sogro transform from a stagnant signup funnel into a growing SaaS business.
- Conversion rate jumped from 4% → 10%
- Pricing increased from $19 → $29 (33% uplift)
- Signups more than doubled overnight
- MRR surged, helping fuel Sogro’s climb to $1M ARR
Educational Integration
The brand gave Sogro opportunities to rapidly create educational marketing material.
Clarity and confidence drive growth. Fewer, better-designed choices can unlock outsized results.
