HOP

Objective

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HOP is a SaaS platform built for home health and hospice providers — turning quality data into targeted education. Like every SaaS company, its website had one job that mattered above all others: convince the right people to request a demo.

I was brought in to design and build new pages within the platform's Webflow site. The objective wasn't decoration. It was clarity and momentum — pages that explain a complex product in seconds, build trust with a cautious healthcare audience, and move the visitor toward action without friction. Every section had to earn its place by pushing the demo request closer.

Solution

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I created new pages from the ground up in Webflow, paired with custom JavaScript where the platform needed behavior beyond what Webflow offers natively. The design balanced two demands that usually pull against each other: a healthcare audience that needs to feel reassured, and a SaaS funnel that needs to convert.

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Structure did the heavy lifting. Each page leads with the outcome the customer cares about, supports it with proof, and removes every reason to hesitate before the demo request. Custom JS handled the interactive logic cleanly — fast, lightweight, and invisible to the user, which is exactly how good engineering should feel.

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On-page SEO was built in from the start, not bolted on later — semantic structure, clean markup, and content shaped around how this audience actually searches.

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The result is a set of pages that don't just look professional — they work. They take a complex platform and make the next step obvious. For a SaaS business, that's not a design detail. That's revenue.