20,000
Website visitors
Comparison
The website was the conversion crossroads of the Radiant brand, where category positioning, customer trust, product clarity and signup intent all had to meet. Less a website redesign than the redesign of the brand's most important conversion touchpoint.
National Attention, A Conversion Gap
Radiant launched into significant national attention: more than 80 news stories, coverage across 27 countries, real controversy, and a surge of traffic to the site. The product was differentiated and the audience was unusually aligned. The decision, though, happened on the website, and that is where the opportunity narrowed.
20,000
Website visitors
144
New subscribers
0.72%
Visitor to subscriber
The opportunity gap · at 20,000 visitors
Not catastrophic. Not optimized.
For a mobile carrier, 0.72% is not a disaster. Switching is a high-friction decision. But against national PR and strong audience alignment, moving the path toward 1 or 2 percent was a plausible, meaningful gain. Without deeper funnel data the exact drop-off is impossible to isolate, and signup friction may share the blame. The numbers still made one thing clear: the site had to reduce friction faster and give a stronger reason to switch.
The Strategic Problem
The site I inherited answered one of the customer's two questions well, and the other poorly. It was strong at "What is Radiant?" and weak at "Why is switching worth the hassle today?" For a telecom product, the second question is the conversion battle.
Switching carriers is hard before a website says anything. A customer has to overcome real friction:
The inherited site made that friction worse instead of compressing it:
It asked customers to work too hard.
Too much scrolling.
Pricing buried.
Too many competing calls to action.
Differentiation buried.
No compression from curiosity to confidence to action.
Radiant's only winnable ground was telecalm: intentional technology, peace, protection, a calmer relationship with devices. Those are outcomes, not features, and they were the only terms on which Radiant could win. This is the thesis of Category Positioning, carried into culture by Chaos Not Included. The website is where that belief had to reduce friction and earn the switch.
The Sales-Letter Journey
The inherited homepage tried to show everything at once: value, controversy, features, partnerships and programs, all before organizing the customer's decision. The prototype reorganized the page as a sequential sales letter. Open with the desired future, define the problem, build trust in the mechanism, make the decision easy, then narrow toward action.
First Impression
Old: Radiant leads with itself: the first Christian carrier, the controversy, the media attention, the anti-porn messaging. New: the prototype leads with the customer's desired future, a calmer, safer, more intentional digital life.
Strategic shift · company-first introduction → customer-first transformation
Differentiation
Old: coverage, the T-Mobile network, the Compax partnership, 5G, talk, text, data, keep your number. New: differentiation becomes meaning. Radiant is structure where chaos used to be.
Strategic shift · feature stack → reason to believe
Trust
Old: the customer reaches plans before the mechanism is understood, and switching depends on a video. New: the prototype explains how protection works before asking for the purchase decision.
Strategic shift · information burden → confidence building
Plans
Old: plans arrive in heavy typography with low scanability. New: plans become clear decision options inside a calmer hierarchy.
Strategic shift · plan exposure → decision facilitation
Features Comparison
Old: programs, incentives, partnerships and movement language compete for attention, and the customer is offered incentives before understanding the filtering mechanism. New: the filtering system becomes visible and understandable. Customers can explore what Radiant blocks and how protection is structured before being asked to join.
Strategic shift · promotional incentives → feature comprehension
Redesign Principles
Answer customer questions first.
Differentiate before persuading.
Reduce friction before increasing traffic.
Show difference, don't claim it.
Clarity creates trust.
Fewer choices create momentum.
Where this sits
Relationship to Category Positioning. The website is where the category reframe stops being an argument and becomes something a visitor can feel. Positioning sets the claim; the site has to make it legible in seconds.
Relationship to Signup & Onboarding. The site's job ends at the decision. The signup and onboarding work begins the moment the visitor says yes. The two were designed to hand off without a seam.
Category PositioningDefines the strategic thesis.
→Website StrategyTurns the thesis into an experience. You are here.
Signup & OnboardingCarries customers through commitment.
→Website strategy is the bridge between belief and action.
Comparison