Rebuilding a cybersecurity brand's front door around trust, clarity, and conversion.
Overview
eSentire's website was working against the brand it was supposed to sell. It leaned on a dense, mesh-heavy design that's typical of cybersecurity marketing, packed too much onto every page, and let an oversized intake form dominate the layout. As Design Lead, I rebuilt the entire site in four months into a clean, credibility-first experience that matched what our CMO and VP of Brand Marketing wanted: something clear, trustworthy, and built to convert. The result? A 17-25% lift in conversion and a site health score of 95%—the highest in the company's history. It became the foundation the site ran on through 2025, when I led another refresh to align with eSentire's Assured Intelligence positioning.
eSentire's website was working against the brand it was supposed to sell. It leaned on a dense, mesh-heavy design that's typical of cybersecurity marketing, packed too much onto every page, and let an oversized intake form dominate the layout. As Design Lead, I rebuilt the entire site in four months into a clean, credibility-first experience that matched what our CMO and VP of Brand Marketing wanted: something clear, trustworthy, and built to convert. The result? A 17-25% lift in conversion and a site health score of 95%—the highest in the company's history. It became the foundation the site ran on through 2025, when I led another refresh to align with eSentire's Assured Intelligence positioning.
The Outcome
The redesign delivered a 17 to 25 percent increase in conversion rate, concentrated in the redesigned intake form and navigation experience, and a 95 percent website health score, the highest in the site's history. It also anchored campaigns that contributed to roughly $8.9 million in marketing-sourced pipeline, with the redesigned site serving as the primary destination those campaigns drove traffic toward. The project shipped in 4 months, on the timeline leadership set, and continued to improve after launch as we used visitor behaviour data to refine the experience rather than treating launch as the finish line.
The redesign delivered a 17 to 25 percent increase in conversion rate, concentrated in the redesigned intake form and navigation experience, and a 95 percent website health score, the highest in the site's history. It also anchored campaigns that contributed to roughly $8.9 million in marketing-sourced pipeline, with the redesigned site serving as the primary destination those campaigns drove traffic toward. The project shipped in 4 months, on the timeline leadership set, and continued to improve after launch as we used visitor behaviour data to refine the experience rather than treating launch as the finish line.
The CMO and VP of Brand Marketing recognized it as some of the best design output they'd worked with.
My Role
Design Lead (sole designer across every page)
Stakeholders
CMO & VP of Brand Marketing (sponsors); Director of Creative Services; Senior Director of Growth Marketing
Timeline
4 months for the 2023 redesign (April to July 2023); ongoing optimization through a 2025 Assured Intelligence refresh.
Design Lead (sole designer across every page)
Stakeholders
CMO & VP of Brand Marketing (sponsors); Director of Creative Services; Senior Director of Growth Marketing
Timeline
4 months for the 2023 redesign (April to July 2023); ongoing optimization through a 2025 Assured Intelligence refresh.
The Problem
eSentire's website was working against the brand it was supposed to sell. It leaned on a dense, mesh-heavy design that's typical of cybersecurity marketing, packed too much onto every page, and let an oversized intake form dominate the layout. As Design Lead, I rebuilt the entire site in four months into a clean, credibility-first experience that matched what our CMO and VP of Brand Marketing wanted: something clear, trustworthy, and built to convert. The result? A 17-25% lift in conversion and a site health score of 95%—the highest in the company's history. It became the foundation the site ran on through 2025, when I led another refresh to align with eSentire's Assured Intelligence positioning.
eSentire's website was working against the brand it was supposed to sell. It leaned on a dense, mesh-heavy design that's typical of cybersecurity marketing, packed too much onto every page, and let an oversized intake form dominate the layout. As Design Lead, I rebuilt the entire site in four months into a clean, credibility-first experience that matched what our CMO and VP of Brand Marketing wanted: something clear, trustworthy, and built to convert. The result? A 17-25% lift in conversion and a site health score of 95%—the highest in the company's history. It became the foundation the site ran on through 2025, when I led another refresh to align with eSentire's Assured Intelligence positioning.
The Process
I was the sole design lead on the project, designing every page. Given the timeline, the team made a deliberate call early on: lean on existing website analytics and behavioural data to drive decisions rather than run a full discovery cycle of user interviews. That trade-off kept the project moving at the pace leadership needed, without designing blind. Page performance data pointed directly at where the friction was.
Information architecture and navigation were the two areas that needed the most structural rework. I partnered closely with the Director of Creative Services and the Director of Growth Marketing to rebuild both around how visitors actually moved through the site, not how the org chart wanted to present the product line.
Design work started in Adobe XD. The team later migrated the full design system to Figma, a switch driven by developer handoff. Figma gave engineering a cleaner path from design file to build.
The redesign shipped on schedule at 4 months, but it wasn't a one-and-done project. Messaging and product positioning at eSentire kept shifting, and the site had to keep pace. The last major iteration I led before my departure was the 2025 refresh, repositioning the site around Assured Intelligence, an AI-forward MDR narrative built to match where the market was moving.
I was the sole design lead on the project, designing every page. Given the timeline, the team made a deliberate call early on: lean on existing website analytics and behavioural data to drive decisions rather than run a full discovery cycle of user interviews. That trade-off kept the project moving at the pace leadership needed, without designing blind. Page performance data pointed directly at where the friction was.
Information architecture and navigation were the two areas that needed the most structural rework. I partnered closely with the Director of Creative Services and the Director of Growth Marketing to rebuild both around how visitors actually moved through the site, not how the org chart wanted to present the product line.
Design work started in Adobe XD. The team later migrated the full design system to Figma, a switch driven by developer handoff. Figma gave engineering a cleaner path from design file to build.
The redesign shipped on schedule at 4 months, but it wasn't a one-and-done project. Messaging and product positioning at eSentire kept shifting, and the site had to keep pace. The last major iteration I led before my departure was the 2025 refresh, repositioning the site around Assured Intelligence, an AI-forward MDR narrative built to match where the market was moving.
The Result
The gains weren't isolated to one page or one component. They show up across the site: in the homepage hero, in how much a visitor had to process per page, in the navigation and mega-menu structure, and in the service-card system used throughout.
The gains weren't isolated to one page or one component. They show up across the site: in the homepage hero, in how much a visitor had to process per page, in the navigation and mega-menu structure, and in the service-card system used throughout.
The navigation rework is one clear example of the underlying pattern, not the whole story, so here's how that same shift played out across the rest of the site.
The old version split package pricing, industries, use cases, and 24/7 signal coverage across four separate columns. Industries were limited to 7 verticals, use cases to 4, each with a longer descriptive line, and the package tier cards were solid, dark blocks that competed visually with everything around them. A single generic Request a Quote button was the only path forward.
The new version covers more ground in less space. Industries expanded to 11 verticals and use cases to 12, each trimmed to a single scannable line, with 24/7 signal coverage folded into the industries column instead of running as its own. That freed up a full column to let use cases breathe.
The package cards lightened to match the site's cleaner visual language, and the single CTA split into two: Explore MDR Packages for visitors who want to browse, and Build Your MDR Package for visitors ready to configure one. Broader coverage, tighter copy, and two paths to conversion instead of one: this menu sits behind one of the highest-traffic items in the primary nav, and it's a direct contributor to the 17 to 25 percent conversion lift.
The new version covers more ground in less space. Industries expanded to 11 verticals and use cases to 12, each trimmed to a single scannable line, with 24/7 signal coverage folded into the industries column instead of running as its own. That freed up a full column to let use cases breathe.
The package cards lightened to match the site's cleaner visual language, and the single CTA split into two: Explore MDR Packages for visitors who want to browse, and Build Your MDR Package for visitors ready to configure one. Broader coverage, tighter copy, and two paths to conversion instead of one: this menu sits behind one of the highest-traffic items in the primary nav, and it's a direct contributor to the 17 to 25 percent conversion lift.
