Behind the scenes: The making of the new Voxmind website
- Jade Maravillas
- Apr 4
- 6 min read
Wow - it's been a while since I posted here! In the last couple of months, I've been busy churning out episodes for two podcasts, All About GTM and EVOLVE Voices, and working on the new Voxmind website, which I'll be talking about in this post. I'm also announcing a big professional change in a couple of weeks, stay tuned!
Since the start of February, I've been working as a GTM advisor for Voxmind, an exciting UK-based startup innovating voice authentication. Founded by two incredibly intelligent (and genuinely nice!) visionaries Jaikiran Keerthi and Dr. Saritha Kinkiri, PhD, Voxmind's secret sauce is its proprietary, patent-pending Phoneme Frequency Analysis which was developed off the back of Saritha's research.
Before my first call with Jai at the tail end of 2024, I remember going on the old Voxmind website and thinking, "okay, they do voice biometrics which isn't new, but I still have no idea what makes them different from the incumbents." It was only after my call with Jai that I was truly blown away with how revolutionary this new technology was. I was also impressed with the traction and industry validation they were receiving as a very early stage start-up. But none of that was translated into their old website messaging.
Time for a redesign
When we set out to redesign the Voxmind website, the goal was far more than just a visual refresh. I wanted to create a platform that not only showcased the company’s groundbreaking AI-powered voice authentication technology but also felt modern, intuitive, and aligned with the best AI and SaaS brands.
The old site was static, lacked storytelling, and didn’t bring the customer’s pain points to the forefront. My mission was to build something cleaner, faster, and more engaging, and positioned Voxmind as the future of voice authentication, rather than another traditional biometric security provider. I also wanted to break free from the jargon that plagued other biometric authentication websites, and bring intelligent yet relatable language to its tone of voice and messaging. Something that reflected Jai and Saritha's own personalities.
This is the behind the scenes of making a new website.
Phase 1: Defining the strategy – the workshop (3rd February 2025)
The project kicked off with a messaging workshop with Jai and Saritha, where we mapped out the brand’s positioning, customer pain points, and competitive landscape.
Key questions we explored
Who are our early adopters? – Retail, IoT device manufacturers, and contact centres, focusing on mid-sized companies (~5,000 employees)
What are their biggest frustrations? – Traditional identity verification is slow, clunky, and frustrating.
What are their fears? – AI-powered deepfake fraud is rising, making security threats harder to detect.
Who are the competitors?
Key takeaway: We needed to position Voxmind as the smarter, seamless alternative, truly language-agnostic, AI-driven, and frictionless.
Phase 2: Messaging, content & website architecture (13th-17th February 2025)
With the strategic foundation in place, I focused on developing the messaging, brand strategy, and website architecture, ensuring that Voxmind’s unique technology and value proposition were communicated clearly and compellingly.
Key content & messaging shifts
More human, less jargon – Simplifying complex technology without losing credibility.
Emotion-driven storytelling – Leading with customer frustrations and real-world pain points.
Show, don’t just tell – Integrating demos and interactive experiences to showcase the product in action.
Old site → New site transformation
Hero:
❌ “The Next Evolution in Personal Identity Security” → ✅ “Deepfakes are getting smarter. Your security should be, too.”
CTAs:
❌ Generic “Learn More” CTAs → ✅ “Try it Yourself” + Free 7-Day Trial
I took inspiration from industry-leading AI & SaaS companies like Eleven Labs, Plaid, and Stripe, focusing on clarity, simplicity, and intuitive design rather than the dense, overly technical style common in the biometric security space.
💡 Productivity tip: I fed the workshop findings and new tone of voice guidelines into ChatGPT using the Website Copy Genie via AIPRM. I also prompted it to learn the old Voxmind website and their competitors' websites to help make improvements. This saved me weeks of copywriting time, especially doing it alone. Highly recommended, especially for independent consultants like me! If you want to know the prompts, let me know and I'm happy to share.
Phase 3: Making the new website (late February - Mid March 2025)
With the messaging finalised, I moved on to designing the website using Framer, ensuring the site was fast, responsive, and visually cohesive.
Why we chose Framer
To create a seamless modern SaaS-style experience, we built the site on Framer, which allowed us to leverage pre-built templates for a faster build, incorporate smooth animations without excessive custom coding and optimise performance for a lightning-fast user experience.
Working closely with designer Luke Hardy, who was our former Head of Design at Dojo, we refined the visuals to ensure they truly reflected Voxmind’s story and messaging.
Key design enhancements
✔ Move from static to responsive → A seamless experience across devices
✔ Brand guidelines established → New primary & secondary colours, wave imagery, and cohesive design language
✔ Simplified navigation → Users find what they need faster
✔ Demos & product showcases → Let the product speak for itself
💡 Productivity tip: We chose an off-the-shelf Framer template called Minova which reflected the layout and aesthetic we wanted to achieve. This cut development time significantly, as previously it would take weeks, if not months, of multiple teams' dev work to be able to do something similar!
Phase 4: Backend, Testing & CRM Flows (Mid March 2025)
Beyond the website’s content and design, we also developed the HubSpot integration and lead nurturing flows, ensuring that the site not only looked great but also drove conversions.
Key implementations:
Lead capture forms linked to HubSpot for seamless follow-ups
Automated nurture campaigns to guide users from interest, to trial and conversion
SEO optimisation - strengthened keyword strategy for better organic reach
Jai and Punyaslok Kar, who looks after Voxmind's business development, helped test and refine the formatting, ensuring everything ran smoothly before launch.
And... it's ALIVE!! (27th March 2025)
After weeks of collaboration, refinement, and testing, the new Voxmind website went live!
Key wins of the new site vs. the old site and its competitors
Faster, more responsive design – Thanks to Framer, animations, and optimised performance.
Stronger storytelling & brand alignment – Bringing painpoints to the forefront, and clearly communicate the benefits of the technology.
Simplified navigation - Makes it easier for people to know where to go.
Better lead generation & SEO – Optimised for visibility and conversions.
Clearer differentiation from competitors – Leaning into Voxmind’s unique AI-driven technology.
Demos & trials integrated – Users can experience Voxmind in action instantly.
Highlight traction and validation – Awards, nominations and accelerators included in the hero.
How Voxmind now stands out from the competition
✔ More human, less jargon – Making security easy to understand.
✔ Injects personality – Unlike stiff corporate competitors, Voxmind is approachable and engaging.
✔ Taps into real frustrations – Frictionless authentication that solves real pain points.
✔ Leverages proprietary science – Phoneme Frequency Analysis detects deepfakes with 99.8% accuracy.
Final thoughts: a true team effort
This project was an incredibly rewarding challenge, and I’m proud we were able to pull it off in a relatively short amount of time, thanks to teamwork, dedication and advancements in technology. Previously, a project like this would have taken months and multiple teams to do. We've definitely come a long way with AI, yet it was still imperative that human input and guidance led the creation and curation of the site.
The new Voxmind website is just the beginning. It’s now an SEO-friendly, conversion-driven, and brand-aligned platform that will grow with the company.
Check it out: www.voxmind.ai
Would love to hear your thoughts on the transformation—drop a comment below! 👇
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