A behind-the-scenes look at how I rebuilt ATQLeads.com, evolving a generic lead-generation site into a warm, productized brand for their GTM model: Squads, Systems, and AI Agents.
INDUSTRY
B2B Go-To-Market
TIMELINE
4 weeks
SERVICES
Brand Strategy
UI/UX Design
Framer Development
The why
ATQLeads is a go-to-market execution partner for B2B startups and SMBs. They build the systems, deploy the AI agents, and embed the fractional squads that turn strategy into pipeline. Their old site read like a generic lead-gen agency: stock photos and broad promises. The goal was to reposition ATQLeads around one productized model, built on Squads, Systems, and Agents, and to make an outcomes-driven partner feel modern, credible, and human.
I set out to build a website that:
Explains the three-pillar model (Squads, Systems, Agents) with total clarity
Feels like a product, not a commodity lead-gen agency
Builds trust with founders and revenue leaders at B2B startups and SMBs
Puts real outcomes like pipeline, meetings, and revenue front and center
Scales as new services, case studies, and playbooks are added
The approach
Outcomes-first. Clarity always.
I took an outcomes-led approach, prioritizing clarity, structure, and a warm hierarchy that puts the model and the real results front and center.
Understand
Deep dives into their offer, their clients, and the buyers they need to win.
Architect
A structured information architecture that scales with new services and case studies.
Design
A minimal, typographic interface that removes noise, not meaning.
Build
Clean, performant development for longevity and scale.
Information architecture
Structured for depth. Not distraction.
ATQLeads spans three services, a growing case-study library, and a blog. I designed an information architecture that makes a layered offer easy to explore without overwhelming the visitor.
What We Do
Solutions
Case Studies
Blog
Company
Contact
Book a Call
gregory@atqleads.com
Socials
Explore
About
Careers
Newsletter
Legal
Terms of Service
Privacy Policy
Visual direction
A visual language that feels warm, human, and premium.
I built a visual system that feels confident, warm, and modern. Editorial by design, so attention stays on the offer and the outcomes, not the interface.
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Typography
A clean, humanist sans across the board. Friendly, legible, and quietly professional.
Space
Expansive negative space and deliberate pacing give every idea room to land.
Imagery
Warm gradients, real client logos, and product mockups. Credible, tangible, and human.
Color
A warm cream canvas lit by a confident orange accent. Approachable, energetic, and premium.
Key pages
Pages built to communicate complex ideas simply.
Every page has a clear purpose and a consistent structure, so visitors quickly understand what ATQLeads does, why it works, and how to start.
What We Do
Breaks the offer into three pillars: Squads, Systems, and AI Agents.
Case Studies
Real client outcomes: pipeline, qualified meetings, and revenue.
Solutions
Maps the offer to each stage of startup and SMB growth.
Contact
A simple path to book a GTM diagnostic call.
Results
A foundation for what’s next.
The new site repositions ATQLeads as a serious, productized GTM partner, and gives them a scalable foundation as they add services, case studies, and playbooks.
Clearer communication of the model and its value
Stronger perception with founders and revenue leaders
A cohesive experience across every service and audience
A scalable structure for new case studies and offers
Designed to evolve with their business and roadmap
Been and Team delivered a website that finally matches how we operate. Clear, modern, and built to convert.
Founder & CEO, ATQLeads
Ready to build what’s next?
Strategy, design, and AI-native experiences that drive real growth.
Book a discovery call