How Closers.io Built High-Performing Sales Teams That Scale

01

About the client

Closers.io is a sales training and recruiting company founded by Cole Gordon. The company helps businesses recruit, hire and train top 1% sales talent so founders can focus on growing the business instead of managing sales.

The original website contained strong copy but suffered from a cluttered layout, overwhelming navigation and limited visual hierarchy. Our goal was a modern, conversion-oriented experience that reflects Closers.io’s premium positioning and drives users to schedule a call.

02

Goals and objectives

• Clarify the value proposition: quickly communicate what Closers.io does and why a prospect should trust them.
• Streamline the information architecture: simplify navigation and group related content to support users as they learn about the offer.
• Increase conversions: boost scheduled calls by guiding users through a clear funnel and improving trust with social proof.
• Support scalability: create a flexible design system for future iterations and additional pages.

03

Analysis of the previous website

• Dense hero section: the previous hero used multiple headlines and a lot of text. The copy was compelling but the lack of hierarchy made it hard to scan.
• Unstructured navigation: the nav listed high-level sections ("Home", "Our Process", "Success Stories", "Blog", "Careers") with little guidance on the customer journey or calls to action.
• Overlong pages: important concepts such as the four phases (Assets and Economics, Recruiting and Hiring, Ramp Up Training, Systems and Management) were buried mid-page without clear visual anchors.
• Minimal media: the only imagery was static photos of clients, while a promotional video lived on Google Drive and required extra clicks and a login.

04

Information architecture and sitemap

We started by mapping the existing content in a Figma sitemap. That clarified the different user types, founders searching for a sales team, salespeople looking for careers, and partners exploring services, and it highlighted redundancies. The sitemap let us restructure the site into three pillars.

• Services: explain how Closers.io recruits, hires, trains and manages sales teams, with each phase of the four-phase methodology given its own section, concise text and icons for scannability.
• Proof: feature success stories, testimonials and recognisable clients to build trust.
• Resources and Careers: blog content, FAQs and career opportunities in a secondary navigation area, so they do not distract prospects from booking a call.

05

Hero section with video

To engage visitors immediately we designed a clean hero banner featuring a short video that showcases high-energy sales calls, team culture and success metrics. The headline is reduced to a single promise, "Unlock the power of the top 1% sales talent", supported by a subheading that invites users to book a call. A prominent button drives users to the scheduler and stays sticky as they scroll.

06

Visual design and branding

• Colour palette: refreshed to emphasise trust and professionalism, deep blues and slate greys paired with a vibrant accent orange for calls to action.
• Typography: a modern serif for headlines paired with a clean sans-serif for body copy, improving hierarchy and readability.
• Imagery: custom illustrations depict the four-phase methodology, while photos of the sales team humanise the brand.
• Design system: components built in Figma for buttons, cards, testimonials and forms, so everything stays consistent across breakpoints.

07

Conversion improvements

• Clear calls to action: every section ends with a relevant CTA such as "Schedule a Call" or "See How It Works".
• Social proof: testimonials and client logos moved closer to the top of the page, supporting the claims about results.
• FAQ integration: frequently asked questions now sit inside the Services page rather than hidden at the bottom.
• Optimised forms: a simplified form captures only essential information, reducing the friction of booking a call.

08

Implementation process

• Wireframing and prototyping: low-fidelity wireframes in Figma let us iterate quickly on layouts, testing variations of the hero, navigation and service sections before committing to high fidelity.
• High-fidelity design: once the structure was validated we built a polished prototype with final typography, colour and imagery, including responsive states for mobile and desktop.
• Development handoff: components were organised and design tokens defined to streamline handoff, with a detailed style guide accompanying the prototype to ensure implementation fidelity.

09

Outcomes

Detailed analytics will be tracked post-launch, and the redesign is expected to yield measurable improvements.

• Higher engagement: reducing cognitive load and adding a compelling video makes visitors more likely to stay on the site longer.
• Improved conversion rate: clear calls to action and persuasive social proof should increase scheduled calls compared with the previous layout.
• Stronger brand perception: the modern design and consistent visual language convey professionalism and trust, aligning with the company’s mission to provide world-class sales teams.