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CargoEZ · SAAs website redesign
Redesigning a SaaS Website for Freight Forwarders
A freight forwarding SaaS site rebuilt in Framer to be found, understood, and updated without me.
Role
Design and build, solo
BUILT IN
Framer
Duration
3 months, Jan to Mar 2025
Team
SEO, content, motion
What it is
CargoEZ is a cloud freight platform by Avow Solutions. It sells seven modules to freight forwarders, not carriers: CRM, freight management, finance, rates, warehouse, and AMS and ISF customs filing.
The old site had visitors. It did not have leads, and the marketing team could not change a word of it without a designer.
What was wrong
Challenges with the Old Website
Outdated Design
The visual design felt tired and didn’t represent CargoEZ as a modern SaaS product built for logistics professionals.
Low Conversion Rates
The site struggled to turn visitors into leads or demo requests. It lacked a structured journey and clear calls to action.
No Motion or Interactivity
The user experience was flat and text-heavy. There were no animations or interactions to guide users or hold their attention.
Thin Content
Key product features weren’t explained well. Visitors had to talk to sales just to understand what the platform could actually do.
Mobile UX Issues
The mobile version had poor spacing, weak typography, and cluttered layouts. It didn’t meet modern SaaS usability standards.
Discovery & Research
To understand the gaps and opportunities, I started by collecting insights from three core sources: internal teams, direct competitors, and user behavior data.
Information architecture
A page for every way a forwarder buys.
Modules and filing products are separate buying intents and separate search terms, so each one earned its own page. The set grows as the platform grows. The job of the structure was to make a site that keeps expanding still feel like one product.
UI Design & Framer Development
This website was fully designed and built in Framer, which made the entire process faster and more efficient.
Smooth design to development workflow with no handoff delays
Fully responsive layouts that worked well across all devices
Custom interactions and animations, built visually without writing code
Real-time publishing that made updates simple and fast
What I designed, I shipped. It was faster, cleaner, and fully in my control.
Key Visual & Technical Improvements
Interactive Experience
Integrated smooth scroll animations, hover states, and micro-interactions to enhance flow and user feedback without overwhelming the interface.
Design System
Modernized the entire visual foundation with a cohesive color palette, consistent typography, structured spacing, and scalable UI components.
Advanced Components
I reused core components like CTA buttons, nav bars, footers, and SVG icons. Framer’s support for inline SVG made it easy to drop in icons by pasting the code, which saved time and kept everything consistent.
CMS Driven Component
Set up CMS for blog and event pages using Framer’s collections. Anyone can now add or update content without needing a designer or developer.
SEO & Performance Outcomes
SEO Score Boosted
Increased from 65 to 98, improving search visibility and technical health.
Content Reorganization
Refactored site structure and meta tags for clearer keyword alignment and improved crawlability.
Improved Crawlability
Refined meta tags, headings, internal links, and page structure
Real-Time Content Management
Blog and event content now editable by the marketing team through CMS ensuring agility and freshness
With CMS in place, anyone on the team can keep the site updated. No need for a designer or dev.
What's Changed
The redesign went beyond visual improvements. Every page was restructured with a clearer content hierarchy, stronger typography, consistent spacing, and flexible layouts that could adapt as the content evolved. I also rebuilt the website with SEO in mind, organizing heading structures correctly and designing for structured data from the beginning instead of treating it as an afterthought. Since I handled both design and development, I also optimized the site for responsiveness and performance across devices. The result is a faster, cleaner, and more modern website that communicates the product far more effectively than the previous version.
The final website is shown below.
Why Framer ?
I chose Framer for this project because it allowed me to move from idea to production, without handoffs or compromises. It was the right tool for fast iteration, responsive layouts, and seamless animation.
Real-time preview + publishing
Breakpoint-based responsiveness
Micro-interactions with no-code motion
Design-token level consistency
Content updates by the marketing team without dev help
What I Learned
Learned how semantic HTML improves search visibility by helping search engines understand page structure.
Gained hands-on experience with schema markup and its role in improving SEO.
Used a CMS to enable faster content updates without requiring design or development support.
Built and launched the website in Framer, eliminating developer handoffs and speeding up delivery.
