Ilies AllaliRebuilding the site of a brand that sells to three trades
One page per trade, a calculator for the price argument, and twelve times more new visitors since launch.
I designed and launched Mute’s website in May 2025, on Framer, and I’ve run it on my own since. This case follows the full cycle, from the research that set the architecture to the measurements that shaped the 2026 redesign.
- new visitors per month since launch
- ×12
- contact requests sent through the site
- 129
- visitors coming from Google
- 1,489
Three trades, three messages
Mute sells to three trades with nothing in common. The construction project manager wants power and equipment that can take a beating, the technical director in broadcast thinks about noise first, because a generator ruins a sound take, and the event coordinator wants outdoor power without juggling suppliers. A shared message would have diluted all three, so visitors pick their sector from the homepage and land on a page written for them. The cost is three pages to keep up to date instead of one.
One template for every trade
Every trade page starts from the same template. The structure, components and brand stay put, only the photo, the headline and the arguments change, and one edit to the template carries over to every page at once.
A calculator for the price argument
A Mute station costs more to buy than a generator and less to run, and that doesn’t fit in one sentence. I turned it into a tool that compares costs over fifteen years from running hours, power and number of generators, and shows where the two curves cross. The calculation is only as good as its assumptions, so they all stay visible.
Deciding v2 on measurements
Since launch, the site brings in twelve times more new visitors per month, and 129 contact requests have come through its form. I went back with heatmaps and session recordings to decide what came next. The sector pages hold up, close to three minutes on average on the construction page, but the homepage only sent one visitor in three to a sector page, and that became the first job of the 2026 redesign.
