We think in systems. We design for outcomes.
Funnls isn't a design studio. It's a conversion architecture practice. We believe the best websites aren't the prettiest — they're the ones where every page has a job and every click has a destination.
A tip-to-tail redesign for lafeber.com
Aligning digital presence with legacy, scale, and future ambition.
Brand Repositioning
Website & Digital Experience
Growth & Go-To-Market
Before
After
We partnered with Lafeber to modernize their digital presence while preserving the brand equity built over decades. Rather than starting from scratch, we guided design direction, site architecture, and visual language based on leadership input and long-term positioning goals. Legacy elements were intentionally retained, while products were showcased in a more compelling, conversion-focused way than ever before.
This was not a one-time redesign — it was a strategic repositioning of how the brand showed up digitally and how it supported revenue.
Outcome
Direct online sales increased by over 560%, transforming digital from a minor channel to a primary revenue driver.
Principles
01
Structure before surface
We don't start with colors, fonts, or layouts. We start with why each page exists and what it must achieve. Design follows architecture.
02
Intent over aesthetics
Every design decision is traceable to a conversion goal. If a page doesn't serve the funnel, it doesn't belong.
03
Systems, not one-offs
We build repeatable conversion frameworks that scale across campaigns, launches, and redesigns.
04
Clarity is the strategy
Clear pages convert better than clever ones. We optimize for understanding, not impressiveness.
Methodology over portfolio
We don't showcase pixel-perfect screenshots. We share the thinking behind why websites work. Our process starts with mapping conversion logic — the same tool we offer to you — and ends with sites that perform because every structural decision was intentional.