An AI company that sells to restaurant owners. So we didn’t design it like an AI company.

Certus answers restaurant phones with voice AI: orders, reservations and catering, straight into the POS. Their buyer is a restaurant owner between lunch and dinner service, not a CTO. Dark gradients, neural network graphics and AI jargon would have lost them in seconds.

They started with a one-page website and were changing fast: new customers, new integrations and a sharper position every few months. The site had to be ready for pages they did not need yet.

Certus sells a voice AI phone agent to restaurant owners. That buyer is nothing like the typical AI buyer, and the website had to reflect it.

1. A buyer with no time: A restaurant owner looks at a website between lunch and dinner service, often on a phone. If they cannot tell what the product does in a few seconds, they leave.
2. The wrong visual language: Most AI companies sell with dark gradients, neural network graphics and technical language. To a restaurant owner, that reads as expensive, complicated and built for someone else.
3. A product that does a lot: Certus takes orders, manages reservations, handles catering requests, suggests upsells, takes payments and sends everything into the POS. All of that had to be explained without overwhelming the reader.
4. A company changing every few months: New customers, new integrations and a sharper position kept arriving. Every change needed new pages, and the site had to grow from a single page without being redesigned each time.
5. Proof that the product pays for itself: Owners care about recovered orders and revenue, not about models or latency. The site had to show the business case in their terms.

We treated the Certus website as a sales tool for one specific person: the owner or manager of a busy restaurant.

1. Messaging for the person who buys

• We rewrote the story around outcomes a restaurant understands: every call answered, no missed orders and more revenue from each call.
• Technical terms were replaced with the language owners already use, such as orders, pickups, reservations, the rush and the POS.
• Each page was given one audience, one job and one clear next step: booking a demo.

2. A custom illustration system instead of AI imagery

• We designed a system of 60+ custom illustrations built around phones, orders, kitchens and dining rooms.
• The warm palette and friendly style make the product feel approachable and easy to set up, not like enterprise software.
• Product screens, such as a live order being captured on a phone, show exactly what happens on a call.

3. A Webflow build designed to grow

• We built the site in Webflow as a set of reusable page templates for features, integrations, comparisons, case studies and blog articles.
• New pages could go live in days, and the Certus team could edit content themselves without waiting on developers.
• The design system kept every new page consistent as the site grew.

4. Growing the site page by page

• Over 12 months the site grew from a single page to 34 pages as Certus added customers, integrations and features.
• Each new page answered a real question restaurant owners ask before they buy, from how orders reach the POS to how reservations and catering are handled.
• We tracked demo requests by page, so every new page was judged on the leads it brought in.

Over 12 months, Certus went from a one-page website to a full site that brings in demo requests every week.

1. A website that grew with the company
   • The site grew from 1 page to 34 pages, each built from the same templates and design system.
   • The Certus team can publish and update pages without developer help.
2. More demos from the same buyer
   • Inbound demo requests grew 3.4x over 12 months.
   • The message now lands with restaurant owners in seconds, instead of sounding like another AI tool.
3. More traffic from search
   • Organic traffic grew 2.8x as new pages answered the questions restaurant owners search for.
4. A brand built for its market
   • 60+ custom illustrations now make up the Certus design system, giving the brand a look no competitor shares.