Rev

Overview:

During my most recent time at Rev, I led three full website redesigns and brand evolutions across 60+ pages — each tied to a major product or business pivot. My work spanned strategic direction, experimentation, conversion optimization, and cross-functional execution with marketing, growth, product, and engineering leadership.

Results included a 162% lift in homepage-to-checkout conversions, a 2x increase in homepage conversion rates, and a 6.12% increase in pricing-to-subscription sign-ups following the legal pivot.

The Challenge:

Rev was evolving from a transcription, subtitle and captioning service into a legal AI intelligence platform. Each phase of that evolution required the marketing site to work harder — attracting a more specific audience, communicating a shifting value proposition, and converting a higher-intent user faster.

The Approach:

Phase 1: Full Site Redesign and Migration (2024)

I owned a complete redesign of the Rev marketing website spanning 60+ pages, introducing a stronger brand identity, refined messaging, and an improved user experience. The project also included a migration from Contentful to Webflow, enabling faster page creation, better functionality and improved optimization capabilities.

The scope of the change is best understood by seeing where we started. The original Rev site — with its outdated brand identity, fragmented messaging, and rigid Contentful architecture — can be viewed here: rev.com. The contrast with what we built makes the strategic and visual lift immediately clear.

Phase 2: Legal Pivot / SaaS Optimization and Experimentation Program (2025)

When Rev began its soft pivot toward legal and investigative users, I designed a new legal-focused homepage in collaboration with marketing and brand leadership. Before any design work began, I ran competitive research and participated in an internal usability session with product engineers to highlight problem areas.

The FigJam below captures some of the research and strategy process — product and service presentation patterns, design patterns, and observations on how companies in SaaS spaces speak to their users.

[See FigJam]

Following launch, I led a rapid experimentation program focused on two core metrics: homepage-to-checkout conversion rate and pricing page-to-checkout conversion rate. Early results were encouraging — while homepage-to-pricing conversion saw an anticipated dip as we narrowed our audience, pricing-to-subscription sign-ups increased 6.12%, indicating we were attracting more qualified users who converted at a higher rate.

Phase 3: Deepening the Legal Focus (2025-2026)

As Rev continued to hone in on its legal and investigative ICP, I had a key role in three targeted initiatives:

First, I partnered with brand, growth, product and engineering to test a redesign of the primary conversion path. Instead of routing users to the pricing page by default, we built a new onboarding flow that took users directly into a product demo of Multi-File Insights — one of Rev’s most powerful features. The experiment increased free trials among legal users and drove higher free-to-paid conversions, making it a permanent site change.

Second, in collaboration with growth, product and acquisition leadership, I redesigned the checkout experience for users arriving through paid media campaigns, reducing friction and increasing trials. I conducted research into how other subscription-based companies structure their checkout flows, looking for patterns, best practices and opportunities to improve.

Third, I partnered with brand, copy and SEO team members for a comprehensive messaging and content refresh across the marketing site, ensuring the brand voice and positioning consistently spoke to the legal audience at every touchpoint.

The Results:

• 162% lift in homepage-to-checkout conversion rate

• 2x increase in homepage conversion rates following initial redesign

• 6.12% increase in pricing-to-subscription sign-ups following legal pivot

• Higher free-to-paid conversion rates following onboarding flow redesign

• Permanent site changes driven by structured A/B testing program