How we helped Dante AI redefine their vision trough branded Webflow website

Our collaborative efforts encompassed various stages, including brand positioning and refining the visual identity, and migrating their website to Webflow. This culminated in the brand update, design and development of a fully customized website. To improve their marketing operations, we created a new typographic system, extended their color palette, and implemented a scalable CMS system. In terms of communication, we are always very flexible and go with clients' choices, so everything was managed within Discord - Dante AI's preferred tool. The team behind Dante is transparent, friendly and provides actionable feedback, so we could embed it in every touchpoint of the project.

Our web design process naturally evolved into a brand identity refresh. This inspired their design team to create a new logo that better aligns with the website’s look and feel.

Through a collaborative approach, we developed a website design that, alongside a refreshed brand identity, directly reflects the core vision of Dante AI. The website launch was scheduled for the beginning of July 2024, and we completed the project on time.

The point of difference

The objective was to convey the Dante AI’s concept of “living AI experiences” in a manner that is straightforward yet poetic. The design solution devised by our team gives the brand a leadership posture. As they were open to new ideas, it allowed us to create a more robust website with more pages than was initially planned.

When the two design solutions were ready, we received their feedback, shifted our focus to one direction, and made some final improvements.

Features page

Given the platform has many features, it was crucial to build trust and provide clear information on feature page without overwhelming the users.

Dante AI avatars can be considered the product’s one of a kind feature, so we decided to highlight it prominently on the navigation bar.

To avoid users bouncing at the very start of interacting with the website, we created a unique Feature page that aims at simplifying and explaining the whole idea behind each. We created categories aimed to broke the functionality of the product, whether users want to personalize their AI chatbot or target more leads.

Pricing

The previous pricing page was cluttered with information, so our goal was to add contextual support and present it more strategically. Considering the overall complexity of their product, we organized the features into categories and displayed additional information for each through action-oriented tooltips. Users can now grasp information better when shown in clearly defined groups.

Resources

Dante AI wanted to organize, store, and display the most important information explaining the whole platform in one easy-to-access place. That’s why we developed various groups by meaning (editing, customizing etc. ). Each group is accompanied by appropriate features and brief explanations. We refined meta tags, and optimized descriptions. We also improved the look and feel of each feature bar, which allows users to check reading time in minutes.

Design and animations

The color palette seamlessly conveys the unique brand narrative, allowing it to be both powerful and confident. The dark purple adds a playful counter-balance to the white background within. The website features a variety of custom animations and engaging interactive elements designed to empower the user experience.

They also had to implement best CTA practices on their homepage, so that customers could sign up for their new product and create an AI chatbot directly on their website. We had a lot of brainstorming sessions with Dante AI’s team about this engaging form until we finally created a customizable form that engages with the users at the moment they enter the website. True to its name, "Enter your website URL and create your first AI chatbot for free," Dante AI allows users to simply enter their website URL, and the application will instantly generate a new chatbot based on their website data. At the end of the process, the user gets a link that leads to the newly created chatbot.

Copywriting

First, we delved into the content strategy that could convey not just the core branding messages but also position Dante AI’s product-led growth (PLG) company as an industry leader in its field.

We did an extensive competitor and keyword research using SemRush. With these insights, it was easier to use Dante AI’s product as a key content asset and showcase its features, benefits, and value to potential customers. 

This approach lead to another phase. We wanted to build new pages and educate customers on the product's features, benefits, and use cases guiding them toward the buying journey. To declutter the old website’s homepage, we reorganized the features into clear, distinct categories for better usability. This reduces the learning curve, improved customer retention rates and user confidence.

We made sure to keep their URLs descriptive and short to make them easy to remember and index. Using built-in SEO tools and settings in Webflow, we created customizable meta tags, and images alt text. Well-organized meta titles and meta descriptions will help Dante AI get more clicks to their website and ultimately rank their pages higher since they bring more value to search engines. Not only this, but delivering helpful content at various user journey stages will improve overall SEO and most importantly encourage long-term subscriptions.

We also brainstormed about unique CTA across the whole website in order to attract more clicks. All in all, we created a value proposition through product-led content that will help Dante AI connect their product's features with customers' pain points.

Once the brand was successfully launched, Dante AI decided to extend the partnership and had new requests:

• Conduct a UX audit and redesign their AI-driven web app
• Extend their AI app with new features, ensuring effortless interaction and maximum clarity
• Build up new integrations (newsletter, analytics, AB testing, clarity)