The product as its own demo.
The site shows the real interface: document types (essay, research paper, literature review, scientific article), editor, citations. We prove the value instead of promising it.
Case study
EdTech · Academic AI
Samwell.ai
A rich, technical tool operating on sensitive ground (academic integrity), one that has to inspire instant trust while staying simple and desirable for a student in a hurry.
The context
Samwell.ai is an AI-powered academic writing assistant: it generates essays, research papers and literature reviews with authentic citations drawn from more than 20 academic databases, plus a full editor (images, charts, tables), an AI tutor and text-improvement tools. A product built for students and academics, with an already sizeable community.
The brief
Samwell came to us with one priority: convert as many visitors into sign-ups as possible, without ever sacrificing academic credibility. The expectations:
- Clarify a dense value propositiona single tool that writes, improves and reviews: it had to be readable in a matter of seconds.
- Build trust from the hero onwardauthentic, verifiable sources, adoption by major universities, a large user base: the proof had to be visible right away.
- Reduce sign-up frictiona smooth onboarding flow and one-click Google login.
- Lay a genuine SEO foundationa constellation of use-case pages (outline generator, literature review, research paper generator and more) to capture organic search on every intent.
- Think internationala multilingual architecture to address several markets.
The design approach
We chose a \"modern academic\" direction: understated, credible, product-first; the opposite of a loud marketing site that would have undermined trust.
Value in three beats.
A clear structure (Write · Improve · Learn) to absorb a dense offering without overwhelming the visitor.
Proof above all.
University adoption, user base, verifiable sources: the trust signals are prioritized at the top of the page, exactly where the decision is made.
Minimal friction.
One recurring CTA ("Start for free"), one-click Google sign-up, a free-trial promise made with confidence.
Content that reassures.
Video tutorials, a detailed FAQ and educational pages woven into the journey to clear the last objections.
The build
- Multilingual architecture with clean international SEO (canonical, hreflang, complete markup).
- Network of use-case pages built for programmatic SEO (one page per search intent), a long-term organic acquisition lever.
- Sign-up flow integration: Google login (OAuth), onboarding, free trial.
- Product integrations: interface previews, video content, dynamic FAQ.
- Performance and Core Web Vitals optimization, on mobile as well as desktop.
The project in numbers
- 1,000,000+ students and academics on the platform
- Citations drawn from 20+ academic databases
- 3 citation formats supported: MLA, APA, Harvard
- Documents up to 50 pages
- 15+ use-case landing pages built for SEO
- Multilingual site
The results
- Overall traffic (GA4): 485,000 visits/month (6 months after the redesign)
- Programmatic SEO traffic (GSC): 62% of traffic comes from the 15+ use-case pages (outline generator, literature review, etc.)
- Mobile / Desktop split: 68% Mobile / 32% Desktop (in line with a student audience)
- Sign-up conversion rate (GA4): 17.8% of visitors create a free account
- Free → Premium conversion rate (Stripe): 6.4% by day 14
- Core Web Vitals: 94/100 despite the interface previews and tutorial videos
- International SEO (GSC): +340% visibility across the ES, FR and DE markets
In their words
We had a powerful product that was hard to sum up in a single sentence. The team translated all of Samwell's richness into a simple, seamless journey, without ever watering down our academic standards. The site is fast, it converts, and the multilingual approach opened new markets for us from launch day. A rock-solid collaboration from the first day to the last.
I discovered Samwell while searching Google for a literature review generator. Within 5 minutes I had a structured document with real, verifiable citations, not the usual AI hallucinations. The video tutorial on the site immediately reassured me on the ethical side. I use it for all my exams now.
More work
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