When you’re a company that helps others scale through design and technology, your own website has to do more than “look good.”

It has to explain what you do, who you’re for, and why you’re different, in seconds.

Over the years, Proximity Works has gone through multiple internal website redesigns, each one reflecting where the company was at that moment: our maturity, our focus, and the kind of clients we wanted to attract.

Here we’ll be talking about three major iterations of the Proximity Works website, what wasn’t working, what we changed, and what outcomes those changes unlocked.

Not as a vanity redesign story, but as a practical case study in how strategic website redesign can directly impact positioning, trust, and growth.

A growing company with an evolving story

By the time we decided to redesign our website again, Proximity Works had already:

• Built and shipped complex products across sports, media, fintech, and enterprise
• Grown into a globally distributed team across multiple time zones
• Delivered work for high-credibility brands and fast-scaling startups
• Expanded beyond “just UI/UX” into end-to-end product, engineering, and AI

While our work had matured significantly, our website was still reflecting an earlier phase of the company.

As we increasingly worked across sports & media platforms, fintech products, and high-growth B2B SaaS, we found ourselves partnering with founders, product leaders, and enterprise teams on complex, long-term challenges, not one-off design needs.

The gap wasn’t about quality or capability, it was about alignment.

Our website needed to evolve to better represent who we had become and where we were headed next.

Version 1: Broad, capable, and built for an earlier stage

Our first website version did exactly what it was designed to do at the time.

What v1 did well:

• Established Proximity Works as a credible, global technology partner
• Communicated our ability to build complex systems at scale
• Reflected the breadth of our skills and execution strength

At that stage, breadth was an advantage, it helped us attract a wide range of opportunities and establish trust in new markets.

As the company grew, however, we realised the site needed to do more than signal capability. It needed to guide understanding, shape perception, and support more nuanced conversations with increasingly sophisticated clients.

This wasn’t a flaw, it was simply a signal that Proximity had outgrown its original narrative.

In short:
 We looked capable, but not distinctive.

For early-stage growth, that was enough.
 For the next phase, it wasn’t.

The strategic shift: From “what we do” to “why it matters”

The biggest insight that shaped our next redesign wasn’t visual.

It was this question: If a founder, CTO, or product leader lands here, what should they understand in the first 10 seconds?

That question became the north star for every iteration that followed.

Version 2: More personality, better story, still too many paths

The second redesign marked a major step forward.

We started showing:

• Real people
• Real culture
• Real work

What improved in v2:

• Stronger brand personality
• Clearer articulation of being a product-first technology partner
• Better visual storytelling through imagery and motion
• More confidence in tone

We also began introducing areas of expertise instead of flat service lists.

But as inbound traffic grew, a new problem emerged. We were seeing interest from a wide spectrum, early-stage founders exploring product-market fit, scale-ups rebuilding core platforms, and enterprise teams evaluating long-term partners.

The new challenge was scale:

As Proximity’s audience expanded, founders, enterprise leaders, partners, they were all landing on the same page. The opportunity was to guide each of them more deliberately, helping every visitor quickly find what mattered most to them.

The core insight that led to version 3

The breakthrough came when we reframed the website’s job.

The website is not meant to:

• Tell our entire story
• List every capability
• Impress with complexity

The website is meant to:

• Qualify the right leads
• Disqualify the wrong ones
• Start the right conversations

That mindset changed everything.

Version 3: Clarity first, conversion by design

The latest Proximity Works website is the result of multiple internal workshops, user-journey mapping, and brutally honest reviews of our own sales conversations.

We asked:

• What do our best clients care about?
• What questions do they ask before signing?
• What signals make them trust us?

Then we designed for those answers.

What changed and why it works

1. A sharper, more opinionated hero

Instead of generic growth statements, the hero now immediately communicates:

• Who we serve
• What problems we solve
• Why Proximity is positioned to solve them

No fluff. No buzzwords.

Just a clear value proposition that invites the right people to go deeper.

2. Fewer services, stronger narratives

We intentionally moved away from long service menus.

Instead, we grouped offerings around outcomes, not activities:

• Scaling platforms
• High-performance software
• AI-driven innovation

This helped shift conversations from: “Can you do X?” to: “Here’s the impact we’re trying to achieve.”

3. Proof through context, not logos

Rather than over-indexing on client logos, we reframed case studies to show:

• The problem
• The constraints
• The decisions
• The results

This mirrors how real buyers evaluate partners, through thinking quality, not just visuals.

4. Clear segmentation without fragmentation

The site now subtly guides different audiences without creating friction:

• Enterprise leaders see scale and reliability
• Founders see speed and partnership
• Product teams see depth and craft

All without forcing users into hard funnels.

5. Designed for conversation, not just clicks

Every CTA was rewritten to feel like the start of a discussion, not a sales trap. “Let’s talk” isn’t just a button, it’s a signal: We’re selective. We collaborate. We build together.

The Results: What changed after the redesign

While this was an internal redesign, the impact was tangible.

Qualitative outcomes:

• Better-qualified inbound leads
• Shorter “explanation time” on sales calls
• Stronger alignment between website expectations and project reality
• Increased trust before the first meeting

Strategic outcomes:

• Clearer positioning as a long-term product partner
• Easier storytelling across decks, pitches, and referrals
• A scalable foundation for future offerings (AI, ventures, new verticals)

The website stopped being a brochure. It became a filter, amplifier, and conversation starter.

Conversations shifted from “Can you design this for us?” to discussions around platform scalability, AI readiness, long-term product roadmaps, and execution partnerships.

What this means for our clients

We didn’t redesign our website to win awards. We redesigned it to work harder for the business.

That same philosophy drives how we approach client website redesigns.

We don’t start with:

• Colors
• Animations
• Layouts

We start with:

• Strategy
• Audience intent
• Business outcomes

Because a great website isn’t the one that looks the best. It’s the one that moves the right people to action.

Final thought: Redesign is a growth decision

A website redesign isn’t about keeping up with trends. It’s about keeping up with who you’ve become.

As Proximity Works evolved, our website needed to evolve with us, not just visually, but strategically.

If your business has outgrown its current site, chances are:

• Your story has changed
• Your audience has matured
• Your goals are bigger

And your website should reflect that.

Got a website that no longer represents where your business is headed?

Let’s talk.