Repositioning Atrellus as a credible, competitive business
I led the end-to-end redevelopment of Atrellus’s website, creating a clearer, more professional platform that explains the value of its custom Excel and Power BI systems, demonstrates proven client outcomes and makes it easier for potential customers to start a conversation.
Role
Product Manager, Strategist & Website Builder
Platform
Wordpress
Delivery
End-to-end ownership
Atrellus had a strong specialist service, but the website did not present the business with the credibility or clarity its work deserved.
The value of its custom-designed Excel applications was difficult to understand at a glance, client outcomes were not prominent enough and the overall experience did not position Atrellus as a competitive, established partner for organisations of different sizes.
I focused the redesign on credibility, proof and conversion.
I worked with the team to clarify their offer, identify the strongest evidence of value and restructure the website around how prospective clients evaluate a specialist B2B service. I then managed the content hierarchy, WordPress build, responsive testing, contact-flow improvements, SEO and GEO setup, indexing and final launch.
Turning a technical service into a clear business story
The work moved through five connected stages, from understanding Atrellus’s commercial goals to building and launching a site that could communicate its value more effectively.
I explored the business goals, target customers, existing proof points and weaknesses in the previous site.
I translated the findings into clearer positioning, site requirements, information architecture and user journeys.
I prioritised the value proposition, service explanation, case-study evidence and contact pathways.
I developed the site in WordPress and reviewed usability, content and responsive behaviour across devices.
I completed SEO and GEO setup, supported indexing and prepared the site for continued use and optimisation.
The website now makes Atrellus’s value easier to understand, trust and act on
The redesigned experience presents Atrellus as a specialist B2B partner rather than simply a provider of advanced spreadsheets. Visitors can now understand the business problem, see how the solution works, review evidence of impact and move directly towards a conversation.
Stronger market positioning
The website now communicates a clearer, more competitive and professional business identity.
Proof-led selling
Case studies and measurable outcomes make the value of the work more concrete and credible.
Lower-friction contact
Visitors have clearer calls to action and a more structured route to book a call or submit an enquiry.
Client outcomes became part of the core sales story
The case-study experience was redesigned to lead with the scale of the improvement before expanding into the client challenge, solution and implementation detail.
to build a complete insurance policy quote instead of days
reduction in user time when searching and updating orders
staff time savings across HR functions
Four decisions that shaped the final website
Each part of the build was designed to resolve a specific communication or conversion problem.
Lead with a value proposition
The homepage now explains the business outcome before asking visitors to understand the technical delivery.
Use case studies as evidence
Client work is presented through challenges, solutions and measurable improvements rather than generic claims.
Improve the route to contact
The contact page was reworked to support email, structured enquiries and preferred contact methods.
Design responsively
Layouts, type hierarchy, navigation and interactive elements were reviewed across desktop, tablet and mobile.
From strategy to execution
I translated Atrellus’s business goals into a clearer website strategy, structure and content system, then carried that through into the WordPress build. Claude was used during the exploration stage to test possible page directions while the final UX, copy, responsive behaviour and implementation were refined through hands-on product judgement and testing.
This project shows how I translate a technically complex service into a clear digital product that strengthens credibility, proves value and supports business development.