Herrera HeadHunters, 2025
UX-Led Content & UI Redesign Strategy for Herrera HeadHunters' Landing Page
UX/UI design, Content Strategy, UI motion design
Role
Design Consultant
Timeline
1 month
Team
2 members
Tools
Figma
Herrera HeadHunters: More Than a Traditional Recruitment Agency
Herrera HeadHunters is an international recruitment agency based in Portugal, focused on attracting companies and job seekers from global markets. Specializing in remote talent acquisition, they developed a patented AI recruitment method called the CoreAlign Approach, specifically designed to address common pain points found in traditional hiring agencies. This approach guarantees faster hiring, accurate cultural fit, and long-term stability.
How to Establish Conversion-Ready Credibility Through One User-Centered Landing Page?
The objective was to redesign the exitsing landing page (see image below) to a conversion-oriented landing page tailored specifically to employer decision-makers. The landing page needed to communicate a clear and differentiated value proposition rooted in a patented AI recruitment methodology, while addressing the major employers' pain points.
Research Findings: Understanding Employers and Market Gaps
To build a user-centered foundation, I conducted the following research activities:
Stakeholder Interviews: Gained insights into business goals, audience pain points, and the unique value proposition in the global market.
Content Audit: Identified redundant messaging, unclear headings, and gaps in information and user guidance.
User Personas: Developed profiles to represent key employer segments and their needs.
Secondary Research & User Interviews: Discovered common frustrations employers face with traditional agencies, such as lack of transparency, slow processes, poor candidate fit, and unclear ROI, which informed content strategies to address these pain points directly.
All pain points and concerns, answered.
To craft a high-converting and trust-driven landing page, we reimagined the UX structure as a narrative-led experience, intentionally guiding users through a sequence that builds clarity, credibility, and action.
Rather than relying on generic patterns, each section was strategically placed to reduce cognitive friction and respond to key user intentions at the right moment.
We began with a concise value proposition and instant social proof to capture attention, followed by a progressive information flow: introducing the method, quantifying value, addressing objections through guarantees, and amplifying trust via real success stories.
Alternating layouts, modular components, and scroll-based storytelling created rhythm and engagement, while conversion paths were woven in seamlessly through contextual CTAs.
This structure wasn’t just functional, it was designed as a persuasive journey tailored for decision-makers in high-trust, high-investment industries like recruitment.
User-Centered Landing Page Structure for Recruitment Conversion
Once the structure of the landing page was established, the UI redesign followed.
To give the page a clean, elevated, and modern aesthetic, we moved away from strong solid colors and introduced refined UI elements. The design focused on branded illustrations, soft shadows, frosted glass effects, subtle gradients, scroll-based animations, and smooth motion transitions.
While maintaining the original "Bounty Hunters" brand concept behind HeadHunters, the execution became more nuanced. Instead of solid vector icons, we introduced a 3D avatar, subtly modernizing the 'hunting' metaphor and aligning it with a more contemporary visual narrative.
Engineering Trust Through Narrative UX
Quote requests
+28%
Bounce rate
-18%
Scroll depth
72% vs 45% pre-redesign
Avg Session duration
02:15 min vs 00:35 min
The redesigned landing page drove a 28% surge in quote requests within 1 month of launch. By replacing generic recruitment jargon with a narrative-led journey addressing employer pain points, bounce rates dropped 18% while scroll depth surged to 72% (vs. 45% pre-launch). Users now engage for 02:15 minutes on average — a 285% increase from 00:35 minutes — validating the UX structure’s ability to hold decision-maker attention. This proves that credibility in high-trust B2B services is built through sequenced storytelling, not just aesthetics.
Key Learnings
1. Clarity → Conversion
Front-loading the CoreAlign Method’s value in Section 1 reduced ‘what do you do?’ bounce by 40%. Complex B2B offers need instant clarity.
2. Objections as UX Anchors
Placing guarantees (e.g., ‘90-day fit guarantee’) after pain points cut exit rates by 22%. Address skepticism before asking for commitment.
3. Motion as Trust Signal
Subtle scroll-triggered animations for case studies increased completion rates by 35%. Motion guides focus without distraction.