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StartSecond Pass — the hub →The whole course on one page.The first lesson →Add up the numbers on your own dashboard.IntroductionWhat the course is, and who it's for.
The seven parts
1 · Why AI output looks right and is wrong3/122 · Marketing sites0/103 · Derivation0/54 · States first0/65 · Record-heavy screens0/56 · Designing for agents0/77 · Working with the agent0/7
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Rules index1 liveReference35 plannedRecipes12 planned
3 of 52 units published · Chapter 2 writing now · Updated 10 Sep 2026Full contents · 52 →
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Website2026
Case study

Xeria

A lead-acquisition platform with an AI assistant, automation and analytics. The site has to make a crowded category feel specific: what the product does to a lead, priced in public, on one scroll.

WebsiteUX / UICopywriting
ClientXeria
Year2026
RoleDesign + copy
Timeline4 weeks
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Xeria — the homepage, full length
Xeria — the homepage, full length

The homepage, top to bottom: the promise over the prospect wall, global lead sourcing, the suite, integrations, the hub, pricing, proof and the FAQ.

Work details
TypeMarketing website
IndustrySales automation · CRM · AI
ClientXeria
RoleWebsite design, copy and art direction
Year2026
Timeline4 weeks
StatusShipped
DeliverablesHomepage system, pricing block, proof section
Fonts
Instrument SerifInter
Colours
Built with
FigmaFramerIllustrator

A serif for the arguments and a neutral sans for everything functional; the only saturated colour on the page is the navy that marks an action.

What it needed

A category where every site says the same three words.

Sales tools all promise automation, insights and growth, which means a visitor reads nothing and skips to pricing. Xeria also had to place an AI assistant in the story without letting it become the story — buyers want to know what happens to a lead, not which model is behind it. The page had to be concrete early and priced in public.

What I did

Promise

Prospect acquisition, made meaningful — set over a wall of real faces, because the product’s subject is people, not pipelines. Two actions: get started, view pricing.

Mechanism

Sourcing first (leads from anywhere in the world, enriched in real time), then the suite as a spread of product panels — AI assistant, automation, collaboration — each one a screen rather than a claim.

Fit

Integrations as a small connected row of the tools a sales team already runs, followed by the hub screen: one place where the pipeline actually lives.

Price

Three plans in public — free, $49, $149 — with the middle one marked and the feature lists kept short enough to compare in one pass.

Proof

Customer quotes, then four figures — leads, data enriched, conversion lift, revenue tracked — and a six-question FAQ for the rest.

What shipped

4 shots
Xeria — the product suite section
The suite as real panels: business tools, the AI assistant, automation and collaboration — no feature grid.
Xeria — the lead card in two states
The lead card, the unit the whole product is built on — idle and active, same anatomy.
Xeria — the About page, full length
About, full length: the numbers, the team on a dark stage, clients, FAQ and the closing invitation.

What it changed

3plans priced in public, no contact-us tier
1AI assistant placed as a feature, not as the pitch
6questions answered before the form
The next step

Selling in a category where every competitor sounds the same? I make the product concrete on the first screen and publish the price.

Website · $1,190 to $2,790 · 2–4 weeks
Talk about a similar project ↗

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