Effigov

EffiGov is an early-stage product — and like many early-stage sites, the existing one-pager was functional but hadn't yet caught up to the ambition of what they were building. The opportunity was to help the site tell a stronger story: one that speaks to the specific needs of government buyers and gives them a clear reason to take the next step.

A redesigned one-pager for desktop and mobile, with a refreshed visual language and a prominent Book a Demo CTA. Success wasn't just a polished output — it was being able to explain every design decision and demonstrate confidence in running a process end-to-end.

Without access to government decision-makers, I went deep on secondary research — 311 call center operations, local government procurement challenges, and EffiGov's own YC profile and existing site. I also mapped competitors like Rogo.ai to understand where the category was heading.

The gap was clear: most AI call tools target enterprises, not municipalities. EffiGov's differentiator — secure, policy-aware AI built for local governments — wasn't showing up anywhere on the site.

"The website must feel trustworthy, modern, and civic — not too flashy or startup-y, but not boring either."

Government buyers are risk-averse. They're not moved by trendy SaaS aesthetics, but they need to feel that a vendor is credible. The site needed to sit in the middle: polished enough to feel serious, human enough to feel approachable.

Civic imagery — government buildings, official photography, architecture — carries institutional authority that abstract tech visuals can't. That became the visual foundation.

I converged on a flow that leads with the problem, moves through the solution and features, then builds toward trust through security signals, social proof, and an FAQ before the final CTA.

A dual-tone palette — dark charcoal and white — with teal accents tied back to civic color conventions. Dark sections signal security and authority. Light sections give content room to breathe. Alternating the two creates a natural scroll rhythm.

A mid-page "Speak to Effie" demo section lets visitors hear the AI voice agent in 30 seconds — lowering the barrier to engagement before asking anyone to commit to a call.

Designed in Figma, built end-to-end in Framer — no developer handoff. Working directly in the production tool meant I could pressure-test layout decisions in real scroll behavior and validate animations as part of the same workflow.

The redesigned site communicates EffiGov's value proposition in a way that matches the ambition of the product. Cohort feedback highlighted the improved visual hierarchy, the before/after problem framing, and the shift from generic SaaS to civic credibility.