Project at a glance
Client
Doxel
Industry
AI-powered construction technology
Website
https://doxel.ai/
Engagement
Complete website redesign
Platform
Webflow
Website type
Enterprise B2B SaaS product website
Duration
2-3 months
Complexity / status
Medium / Completed
Project owner
Inboundsys
THE OUTCOME
A modern, responsive and scalable website that explains Doxel's AI-powered construction intelligence clearly, improves product discovery and website speed, supports enterprise sales conversations, and gives the marketing team an efficient CMS for ongoing growth.
Executive summary
Doxel helps owners, developers and general contractors automate construction progress tracking. Its platform combines computer vision, reality capture, BIM models and project schedules to deliver objective insights into project progress, helping teams reduce delays, improve productivity, minimize rework, and deliver projects on time and within budget.
The technology is sophisticated; the website experience needed to make it feel understandable. Doxel approached Inboundsys with an outdated digital presence that did not adequately reflect the maturity of its brand or make its value proposition immediately clear to both technical specialists and executive decision-makers.
Inboundsys completed a full Webflow redesign and development engagement. We reshaped the information architecture, improved content hierarchy, created custom page layouts and reusable CMS structures, and built responsive components and intuitive conversion paths. Performance, mobile usability, search visibility and maintainability were treated as core requirements rather than post-launch additions.
The Client and Its Digital Context
Construction projects generate large volumes of visual, schedule and model data. Doxel converts that complexity into usable progress intelligence. The website therefore had to do several jobs at once: establish trust in an AI-led category, explain a technically advanced product, help different stakeholder groups recognize their own value, and move enterprise prospects toward a meaningful sales conversation.
Audience range:
project owners, developers, general contractors, operational teams, technical users and executive stakeholders.
Value story:
objective project visibility, fewer delays, improved productivity, reduced rework and stronger schedule and budget control.
Commercial requirement:
make sophisticated capabilities easy to explore without oversimplifying the platform.
Marketing requirement:
support frequent updates to product pages, resources, customer stories and blog content without rebuilding layouts each time.
Search and content
Technical SEO, content, keywords, competitors, backlinks, local and international SEO
Search and content
Technical SEO, content, keywords, competitors, backlinks, local and international SEO
Search and content
Technical SEO, content, keywords, competitors, backlinks, local and international SEO
Search and content
Technical SEO, content, keywords, competitors, backlinks, local and international SEO
The Challenge
An outdated design was weakening a highly advanced proposition
The pre-project website design no longer presented Doxel as a modern AI and construction technology leader. More importantly, complex themes computer vision, reality capture, BIM integration and construction analytics needed to be translated into a clear narrative for readers with different levels of technical knowledge.
| Challenge | What the website needed to do |
|---|---|
| Complex technology | Explain platform capabilities in plain, structured language while retaining enterprise credibility. |
| Mixed stakeholders | Serve technical evaluators and senior decision-makers through clear hierarchy and intuitive navigation. |
| Brand modernization | Create a contemporary visual experience aligned with an AI-powered category leader. |
| Website speed | Reduce avoidable page weight and improve the conditions that influence Core Web Vitals. |
| Mobile experience | Make content, navigation, CTAs and forms effective across screen sizes. |
| Lead generation | Build logical journeys from discovery to product understanding to contact or form submission. |
| Content scale | Give marketing reusable Webflow CMS structures for ongoing pages, resources and stories. |
What Doxel Wanted to Achieve
Modernize the brand and create a website experience appropriate for an enterprise AI company.
Improve user experience through clearer navigation, stronger content hierarchy and more engaging product pages.
Improve website speed and strengthen performance across devices.
Create optimized conversion paths for enterprise prospects.
Make future content publishing and site expansion easier for the marketing team.
Our Approach: From Audit to Scalable Webflow System
The engagement began with a website audit. This gave the team a practical baseline for deciding what needed to change in the experience, how information should be organized, and where design or technical choices could improve usability and performance.
1. Strategy and information architecture
Reviewed the existing website experience and identified the gap between Doxel's technology, brand positioning and on-page communication.
Reorganized information so visitors could understand what Doxel does, how the platform works and why its insights matter to construction outcomes.
Improved navigation and page relationships to reduce friction between discovery, product exploration and conversion.
Designed journeys that support both high-level executive scanning and deeper technical evaluation.
2. UI design and visual storytelling
Created a modern user interface that made technical content feel structured, visual and approachable.
Established a consistent design system with typography and color rules for stronger hierarchy and brand coherence.
Designed custom page layouts for the homepage, About page, landing pages, blog, careers section and contact experience.
Used content sequencing and visual emphasis to support product storytelling rather than presenting capabilities as disconnected features.
3. Responsive design from component level upward
Responsive behavior was considered in the design system and each reusable component, not handled as a final resize exercise. Layouts, content order, navigation, CTA visibility, form usability and interaction behavior were reviewed across common device sizes.
Flexible grids and components adapt to desktop, tablet and mobile widths.
Typography, spacing and image presentation maintain readability without forcing users to zoom or navigate sideways.
CTA placement remains visible and logical as multi-column desktop sections become stacked mobile flows.
Responsive testing validates that menus, forms and interactive elements remain usable in real browsing conditions.
WHY RESPONSIVENESS MATTERS
Enterprise research does not happen only at a desk. A consistent mobile experience protects the first impression, keeps technical content readable, and lets prospects take the next step whenever intent is highest.
How We Built the Website in Webflow
Inboundsys used custom Webflow development, CMS Collections, responsive design and custom interactions to create a structured platform rather than a set of isolated pages. Reuse was central to the implementation because it improves consistency, speeds up publishing and reduces the risk of design drift as the site grows.
Reusable architecture and CMS editing
Built reusable Webflow components for recurring patterns, enabling consistent presentation across the website.
Created CMS Collections to support scalable management of product information, resources, customer stories and blog content.
Developed custom page layouts while keeping editing practical for Doxel's marketing team.
Structured landing pages so campaigns can use clear messaging, focused CTAs and lead-capture forms.
Supported content migration into the redesigned experience and reviewed migrated content for presentation consistency.
Primary deliverables
| Experience area | Delivered |
|---|---|
| Core pages | Homepage and About page |
| Growth pages | Landing pages and contact pages |
| Content engine | Blog and reusable CMS content structures |
| Employer brand | Careers section |
| Conversion tools | Forms and calls to action |
| Discovery | Website search |
| Foundations | Responsive components, design system and custom interactions |
Performance Optimization and Google Core Web Vitals
Website performance was built into the redesign through image optimization, code minification, mobile optimization and Core Web Vitals-focused implementation. These measures helped reduce avoidable loading overhead, improve rendering efficiency and create a faster-feeling experience across devices.
The optimization work
Image optimization:
prepared and delivered images in appropriate dimensions and compressed formats to reduce unnecessary transfer size.
Code minification:
reduced the weight of production code so browsers could download and process resources more efficiently.
Responsive asset delivery:
designed image and layout behavior for mobile rather than sending a desktop-only experience to smaller screens.
Core Web Vitals optimization:
reviewed the factors that affect loading, visual stability and responsiveness during page construction.
SEO-friendly structures:
combined performance work with clean page organization, crawlable content and metadata implementation.
How the work supports the three Core Web Vitals
| Core Web Vital | Implementation focus | User benefit |
|---|---|---|
| LCP | Optimized visual assets, cleaner page structures and minimized production code. | Important content can appear sooner, improving the sense of speed. |
| INP | Purposeful interactions and reduced avoidable processing overhead. | Menus, CTAs and controls can respond more smoothly to user input. |
| CLS | Responsive component rules and stable content structures across breakpoints. | Pages remain visually steady while content loads, reducing accidental clicks. |
The project record confirms faster page speed and improved Core Web Vitals as achieved results. Exact before-and-after scores were not supplied in the source spreadsheet, so this case study intentionally avoids presenting an unsupported numeric performance claim.
SEO Foundations That Work with Performance
Technical speed and search visibility were addressed together. A fast page is more valuable when search engines can understand it and users can immediately find the right path.
Created and refined meta titles and descriptions to improve page relevance and search-result presentation.
Used SEO-friendly page structures and clear content hierarchy to strengthen crawlability and topic understanding.
Optimized images to support both page speed and efficient media delivery.
Completed SEO testing before delivery to identify implementation issues that could weaken discoverability.
Built a scalable CMS foundation so new resources, customer stories and articles can be published consistently over time.
How the Website Was Designed to Generate Leads
For an enterprise B2B SaaS website, lead generation depends on clarity and confidence before it depends on a form. The redesigned experience guides visitors from understanding the problem to recognizing Doxel's capabilities and then taking a relevant next step.
Conversion path: clarity, evidence and action
Clear positioning helps visitors quickly understand Doxel's role in construction progress intelligence.
Improved product storytelling explains the connection between platform capabilities and business outcomes such as fewer delays and less rework.
Streamlined navigation makes important pages and resources easier to discover.
Optimized landing pages provide focused destinations for campaigns and high-intent audiences.
Strategically placed CTAs create visible next steps throughout the user journey.
Lead-capture forms reduce the distance between interest and a conversation with the Doxel team.
Responsive CTA and form behavior protects conversion opportunities from mobile and tablet visitors.
CONVERSION PRINCIPLE
The redesign does not treat every visitor as ready to submit a form immediately. It first improves comprehension and confidence, then presents logical conversion opportunities as intent develops.
Testing, Quality Assurance and Delivery
A polished visual design only creates value when it works reliably. Inboundsys completed a structured validation and handover process covering presentation, functionality, search foundations and content operations.
| Quality stage | Checks completed |
|---|---|
| Design review | Visual consistency, hierarchy and alignment with the approved UI direction. |
| Responsive testing | Layouts, navigation, CTAs, forms and content behavior across screen sizes. |
| Browser testing | Cross-browser rendering and interaction checks. |
| Form testing | Validation of lead-capture behavior and submission paths. |
| SEO testing | Metadata and page-structure checks supporting discoverability. |
| Client review | Stakeholder review and final refinement before release. |
Delivery included
UI design and Webflow development.
Content migration into the redesigned experience.
Testing and client review cycles.
User training so the marketing team could manage the CMS confidently.
Post-launch support to stabilize the new website after release.
Results and Business Impact
The completed website strengthened Doxel's digital presence with a faster, modern and scalable user experience. It now communicates the company's AI-powered construction intelligence platform more clearly and provides a stronger foundation for marketing and enterprise sales.
| Result area | Achieved impact |
|---|---|
| Brand | Modernized the brand image and reinforced Doxel's credibility as an AI and construction technology company. |
| User experience | Improved navigation, content hierarchy, product discovery and overall ease of use. |
| Performance | Delivered faster page speed and improved Core Web Vitals through optimization-led development. |
| Search | Improved SEO visibility through metadata, optimized assets and SEO-friendly structures. |
| Sales enablement | Created clearer product narratives and journeys that support enterprise sales conversations. |
| Lead generation | Established landing pages, CTAs and forms as visible conversion paths. |
| Marketing operations | Enabled efficient management of product pages, resources, customer stories and blog content through Webflow CMS. |
Long-Term Value
The website is valuable beyond its launch because its architecture supports change. Reusable components and CMS Collections allow Doxel to expand content while preserving design consistency. The marketing team can publish and maintain key content more efficiently, while SEO-friendly structures and performance practices provide a durable foundation for organic visibility and user experience.
Scalability:
reusable patterns support new pages and content categories without reinventing the website system.
Maintainability:
centralized components reduce repetitive updates and help prevent inconsistent design decisions.
Campaign readiness:
landing-page structures, CTAs and forms support future demand-generation initiatives.
Content growth:
resources, customer stories and blog content can evolve within a manageable CMS.
Commercial value:
clearer storytelling and product discovery continue to support enterprise evaluation and sales conversations.
Search and content
Technical SEO, content, keywords, competitors, backlinks, local and international SEO
Why This Is a Strong Inboundsys Case Study
The Doxel engagement demonstrates Inboundsys' ability to design and develop enterprise SaaS websites for AI and construction technology companies. The work brought together modern Webflow development, responsive design, intuitive information architecture, reusable CMS components, performance optimization, Core Web Vitals practices and SEO fundamentals in one coherent customer experience.
We translated a highly technical platform into an understandable and engaging digital story.
We combined visual modernization with practical content governance and scalability.
We treated mobile responsiveness, performance and conversion as connected experience requirements.
We delivered a marketing-ready website that supports brand positioning, product education and long-term business growth.
