The goal

As Benepass evolved its narrative and moved upstream to target enterprise buyers, we identified the need for refreshed messaging and a more modern design. The existing experience was clunky and lacked engaging visual elements, clear value propositions, and an intentional flow. In partnership with our web developer, we explored and iterated on new homepage concepts designed to strengthen branding and better communicate product value.

The outcome

Our updated homepage fulfilled several objectives:

• Simplified the visual design to improve clarity, scannability, and focus

• Consolidated navigation to better communicate the platform and product offering

• Clarified the above-the-fold value proposition for modern benefits buyers

• Emphasized customer logos and social proof to build trust and credibility

• Showcased product strengths and platform scale through clear, high-impact stats

These improvements drove deeper engagement, resulting in a 34% increase in views per active user and a 104% lift in average engagement time year YoY. Take a look at the before-and-after below, and click the second design to see it in action.