Making AI Consulting Easier To Understand

Project
B2B AI consulting website
Contribution
One-page website design · UX structure · Visual design
Live Site
View live site ↗
View Figma prototype ↗
Role
UI/UX Designer
Context
Agency collaboration
Tools
Figma

THE CHALLENGE

In late 2023 and early 2024, AI adoption was accelerating rapidly, yet many businesses struggled to understand how AI could be applied in a practical, meaningful way. While AI consulting services were emerging, most lacked a clear and approachable digital presence.

AI often felt overwhelming, abstract, or overly technical, creating uncertainty rather than confidence for potential clients exploring its value.

The challenge was to design a one-page website that makes AI feel cutting-edge yet human, helping businesses move from curiosity to clarity, and ultimately toward action.

THE SOLUTION

The solution was a clean, human-centered one-page website designed to educate, reassure, and guide potential clients toward action.

To reduce uncertainty around AI and build trust, the design focused on simplifying complex concepts through clear structure, approachable visuals, and a smooth, intentional scroll experience.

This approach helped position AI not as an abstract or intimidating technology, but as a practical business tool that feels accessible and relevant.

PROCESS HIGHLIGHTS

To make AI feel accessible, I first conducted a competitive audit of existing AI consulting websites. Most were text-heavy and lacked structure, which helped define my design direction: clean layout, simplified messaging, and engaging visuals.

Early wireframes revealed flow issues, transitions between sections felt jarring and repetitive. Through multiple iterations with the agency, I refined the layout to create a smoother scroll experience and cohesive visual rhythm.

From a fragmented List to a singie,
scannable module
Drag the handle to compare the original layout with the consolidated version that shipped.
Services section, after redesign
Services section, before redesign
Before After
Drag to compare
01 - Hierarchy
One header, one promise
"Onze Diensten" anchors the section as a single scene rather than five disconnected ones, helping first-time visitors orient quickly.
02 - Scannability
Parallel grid, not a long scroll
A 3 + 2 grid puts every service at the same visual weight, cutting scroll depth by roughly half and making comparison effortless.
03 - Action
One CTA, at peak trust
"Neem nu contact op!' lives directly under the services, replacing five disconnected images with a clear next step.

DESIGN CHOICES

Brand Identity: Tech-forward,
 modern, clean and  trustworthy

Key design decisions are highlighted below to demonstrate how visual choices were used to build clarity, trust, and approachability.

TAP OR HOVER OFF TO REMOVE!

Hint! Hover or tap the glowing dots to explore!
LOGO RECREATION
Recreated and vectorised the logo for crisp resolution, scalability, and flexible colour customisation

LOGO

Recreated and vectorised the logo for crisp resolution, scalability, and flexible colour customisation

LOGO RECREATION
Allowing it to be seamlessly used as a subtle watermark, enhancing brand presence.

LOGO IN ACTION

Allowing it to be seamlessly used as a subtle watermark, enhancing brand presence.

TYPOGRAPHY
Therapist appears just below the fold, building familiarity before the site moves into therapeutic detail.

TYPOGRAPHY

To enhance readability and brand trust, I chose Lora for headers (sophisticated, editorial feel) and Raleway for body text (modern, highly readable). These choices balanced AI’s technical nature with a human-centered approach

IMAGERY
Focused on Human-AI interaction, using visuals that framed AI as a collaborative tool such as human-robot interactions  alongside corporate imagery of professionals working with AI.

IMAGERY

Focused on Human-AI interaction, using visuals that framed AI as a collaborative tool such as human-robot interactions (e.g., hands touching, AI holograms) alongside corporate imagery of professionals working with AI.

Redesigned our services
After client and agency feedback, consolidating content into a single structured layout for improved readability.

Redesigned our services

After client and agency feedback, consolidating content into a single structured layout for improved readability.

Tech motif
Subtle circuit board motif adds depth, reinforcing the tech-forward identity while maintaining clarity and readability.

Subtle circuit board motif adds depth, reinforcing the tech-forward identity while maintaining clarity and readability.

DRIVING ENGAGEMENT & ACTION
Positioned a ‘Talk with Us’ CTA between the service overview and key visuals to convert interest into action at the peak trust moment.

DRIVING ENGAGEMENT & ACTION

Positioned a ‘Talk with Us’ CTA between the service overview and key visuals to convert interest into action at the peak trust moment.

DRIVING ENGAGEMENT & ACTION
Structured the post-CTA section to maintain engagement, using curiosity-driven questions and visuals before introducing the contact prompt. This creates a natural progression, keeping users interested before guiding them toward action

DRIVING ENGAGEMENT & ACTION

Structured the post-CTA section to maintain engagement, using curiosity-driven questions and visuals before introducing the contact prompt. This creates a natural progression, keeping users interested before guiding them toward action

CONTACT FORM
Designed to feel approachable, with clear layout and minimal input fields to encourage conversions.

CONTACT FORM

Designed to feel approachable, with clear layout and minimal input fields to encourage conversions.

COLOUR

A cool, neutral color palette to convey trust and professionalism.

OUTCOMES & IMPACT

Launch Status
Live · 2024
Project type
Landing page design
Sector
B2B · AI consulting
Post-launch
Expanded · blog + news
What worked
•  Human-centered framing of AIConsolidating •  Services into one scannable module
•  Structured client + agency feedback loops
•  Trust-led visual hierarchy and CTA placement
 • Clean layout that stood out from text-heavy competitors
What I'd do next
•  Add analytics + heatmaps to validate scroll behaviour
•  A/B test CTA placement and copy variants
•  Expand SEO content strategy around the new blog
•  Build a more structured onboarding flow for new leads
The moment we consolidated the services section into a single structured module, the whole page unlocked. What had felt fragmented and hard to scan became something a skeptical business owner could read in 30 seconds and understand.

That one decision, made through feedback, not assumption, was what made the difference between a website that informs and one that converts.
The client returned post-launch to expand the site with a blog and news section, a direct signal that the foundation we built was solid enough to grow on. When a client reinvests in a product you built, the design did its job.
DESIGNER’S REFLECTION
This project reinforced the importance of balancing curiosity driven design with usability. AI is a powerful tool but without clear communication, businesses struggle to adopt it.
What made this outcome strong wasn't just visual polishm it was the structured feedback process, the willingness to simplify, and designing for a user who comes in skeptical and needs to leave feeling confident.
Human-centered AI
Trust-led design
Scope management
Iterative feedback
Webflow
Client strategy
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IMPACTFUL
A good product is easy to use and easy on the eyes.

“Let’s make beautiful things that work beautifully.”!

I love working with teams and projects that value collaboration and meaningful solutions.

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