Speculo AI
Speculo AI: From Legacy Website to High-Converting AI Demo Engine
From Product to Platform: Rebuilding the Speculo Website
Speculo.ai is transforming how real estate agents follow up with leads, using AI to respond within seconds, revive cold contacts, and book appointments automatically. It’s a fast-growing platform trusted by agents across the U.S.
But when co-founders Riley VanderKaay and Kyle Fedewa approached us, their website didn’t reflect any of that innovation.
Despite having a powerful product, Speculo’s old site was:
- Visually outdated
- Lacking a clear AI value proposition
- Missing interactive product experiences
- Light on credibility and proof
- Not built to convert
Having seen our work with Bland.ai, another fast-scaling AI company, the Speculo team brought us in to redesign the site from the ground up, with one goal:
Showcase the product. Drive demand. And lead with clarity.
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The Challenge: Visually Refined, but Strategically Misaligned
The product was doing the hard work. The website was holding it back.
Before the redesign, Speculo's site created friction instead of flow. Users weren’t engaging. The AI offering was buried. And the design didn’t reflect the credibility needed to win over agents, partners, or investors.
Key issues we tackled:
- Weak hero messaging and generic CTAs
- No product demo or real interaction
- Outdated design system with limited scalability
- Minimal trust elements (case studies, results, social proof)
- No clear story around how the AI actually works
Our Strategic Approach: Turning a Technical Product Into a Conversion Machine
We treated this like a product marketing launch, not just a visual facelift. As a Webflow-first team, we knew this project needed more than visuals; it required the kind of technical and strategic execution that defines our approach as a Webflow development agency. Our scope included brand positioning, conversion strategy, UX design, and CMS development.
Messaging That Connects
We collaborated with Riley and Kyle to tighten the positioning:
"The smartest AI in real estate — built to follow up, revive leads, and close more deals without manual effort."
We clarified the problem, elevated the product’s value, and wrote with a tone that feels human, credible, and fast-moving, just like Speculo’s AI.
A Product-Led Experience
Instead of long paragraphs about automation, we created an experience that lets the product speak for itself.
At the top of the homepage, users can enter a phone number and trigger an AI call instantly, with no signup required. That interactive moment builds trust and shows off the product’s core advantage in seconds.
Conversion-First Structure
We rebuilt the site’s structure from scratch:
- New site map with dedicated pages for product, pricing, and team
- Demo CTAs placed strategically based on visitor intent
- Embedded proof (metrics, testimonials, case study clips) throughout
- Clean scroll-based storytelling with subtle motion and visuals
The result is a funnel-friendly experience that educates, engages, and converts.
Visual Identity Uplift
We introduced a scalable visual system with:
- Modern typography and color palettes
- Soft gradients to suggest tech-forward ease
- Confident layouts with more breathing room
- Micro-interactions that support clarity, not making noise
The new design builds instant credibility, especially important in a category flooded with vaporware.
Built for Scale
Everything was developed with future content and growth in mind:
- Fully CMS-powered testimonial and press modules
- Flexible component library for the internal team
- Performance-optimized build for fast load times
- Clear dev handoff and documentation
Content That Supports Long-Term Growth
Prior to the redesign, Speculo had no structured way to publish customer stories or insights. We built dedicated CMS collections for case studies and thought leadership, making it easy for their team to add, manage, and grow content without dev support.
The system is designed to scale, meaning future content can be added in minutes and automatically styled to fit the site. It’s now easier for Speculo to share proof, establish credibility, and support SEO with meaningful content over time.
Results and Outcomes
The new website launched alongside a wave of product growth, a result we’ve seen across our work as a B2B web design agency partnering with high-growth startups.
Speculo's Key wins included:
- 300% increase in on-site demo engagement
- Shorter sales cycles thanks to better product education
- Stronger positioning in the real estate AI space
- Improved trust with agents, partners, and investors
- A foundation for all future marketing initiatives.
Feedback from the Client
Conclusion
Speculo’s transformation is a reminder that great products deserve great websites. With the right messaging, structure, and interaction design, even a complex AI tool can feel intuitive and compelling.
Looking for more inspiration? Check out our article on the 32 Best AI Website Examples to see how other leading companies are using design to drive growth.