Context
GAP Sistemas is a management platform for heavy construction and mining, with clients like Vale, Petrobras and Odebrecht. The previous site failed to communicate the platform’s value and had a conversion rate below 0.5%.
The redesign goal was clear: double qualified lead generation in three months, without raising paid traffic.
Process
I audited the marketing funnel with the sales team, interviewed seven active clients and three lost leads. The main blockers were: lack of social proof, generic copy, and absence of real case studies with numbers.
We worked on three parallel fronts:
- Narrative: repositioning from “construction ERP” to “Management platform for complex sites”.
- Structure: home → sectors → modules → cases → contact, with contextual CTAs.
- Visual: editorial typography, real site photography, subtle micro-animations.
Design decisions
Editorial typography. I replaced heavy Inter with Instrument Serif for headings and Inter for body. The contrast gave personality without losing technical legibility.
Cases with numbers. Each case includes ROI, implementation time, and identified client. It was the biggest internal friction — sales wanted to hide numbers — but it doubled average time on cases page.
Outcome
- +187% in qualified leads in the first quarter.
- 3.2 → 5.8 min average time on home.
- Bounce rate dropped from 62% to 38%.
The site became internal reference for the product redesign that followed.