A website can contain all the right information and still make visitors work too hard to find what they need. That was the starting point for the redesign of CallZent, a call center and BPO services company with operations in Mexico and bilingual teams serving clients who need support in English and Spanish.

At Creativa Norte Marketing, we worked on a new experience that would make its value proposition easier to recognize: what CallZent does, how its service model works, and the next step for an interested company. The work covered the homepage and a range of sections across service and industry pages, all sharing a common visual direction.

The challenge: explaining a broad offering without losing clarity

CallZent offers solutions for a variety of needs: customer service, technical support, reservations, telephone research and back-office processes, among others. Each service has its own context, but all of them need to feel like part of the same brand.

The design challenge was to organize that information so visitors could quickly identify three things: the support available, how the team adapts to their operations, and how to start a conversation. To achieve this, the visual architecture needed to help both first-time visitors and people already looking for a specific service.

A first impression centered on Mexico and its people

The new homepage hero puts CallZent’s value proposition front and center: bilingual call center and BPO services in Mexico. Full-bleed photography shows the people behind the service. We adjusted the composition for large screens and mobile devices to keep faces visible and prevent information cards from competing with them.

Typography also serves a clear purpose. On CallZent’s website, Outfit headings establish a recognizable hierarchy, while Inter keeps body copy, cards and buttons readable. We used a light foundation with purple, red, yellow and green accents to guide the reader without filling every section with color.

From a visual section to a clear navigation path

A useful card needs to do more than look good. In the redesign, cards summarize services, benefits or capabilities and help visitors decide where to learn more. We paid attention to text size, spacing and interaction states: hovering over a card provides a clear visual cue while keeping its content easy to read.

Call-to-action buttons follow the same principle. We reviewed their contrast, type size, animated arrows and links so actions such as requesting a proposal or exploring a service are easy to identify. On mobile, the layout preserves readability and access to those actions.

This system extends across industry and service pages. A company looking for healthcare support, financial services, e-commerce, SaaS or technical support can find specific content while staying within CallZent’s visual identity.

Liquid glass, designed for readability

One visual decision was to introduce translucent surfaces on selected cards and panels. The liquid glass effect adds depth through transparency, blur and soft highlights. We used it carefully, especially where content sits over photography or colored backgrounds.

In those situations, contrast remains the priority: text must be readable both at rest and on hover. We also adjusted small text that could go unnoticed on large monitors or become uncomfortable to read on smaller screens. Interaction adds character when it reinforces the message, rather than requiring extra effort to read it.

Designing for real-world operations, too

A BPO services page needs to communicate more than a visual promise. It should explain how a team can fit into the client’s processes: support channels, approved tools, documentation, escalations and coverage. We developed sections that translate those operational topics into information that is easier to navigate.

We also made sure the pages retained relevant calls to action at different stages of the reading experience. A visitor may be ready to get in touch from the hero, or may first need to understand the services, industries and working model. The structure accommodates both paths.

Tools and process: from visual concept to code

To develop the redesign, we combined creative direction, visual production and web development. Adobe Illustrator helped us work on graphic elements and identity details; Photoshop helped us prepare and adjust visual assets. Adobe Stock and Adobe Firefly were part of sourcing and creating visual material, while Magnific joined the image enhancement workflow. We also used Hey Tony as part of the project’s creative toolkit.

For implementation, WordPress and Elementor provided the environment for building and refining the pages. ChatGPT served as a coding collaborator in HTML and CSS, helping develop sections, adjust responsive layouts, refine hover effects and animations, and review typography and contrast. Each proposal was evaluated within the overall design and revised according to how it worked on screen.

Together, these tools allowed us to turn a visual intention into editable, consistent sections. Creative direction—what to show, what to prioritize and how the brand should feel—guided decisions at every stage.

What we learned from this project

The CallZent redesign shows how a consistent visual direction can help explain a complex offering. Strong photography, readable typography, purposeful cards and clear buttons create an experience in which each section answers a visitor’s question.

The result is a new page concept and a set of sections designed to present CallZent more clearly. Their effect on conversions, search performance or business outcomes will need to be evaluated using data once the changes are published; the design provides a foundation for measurement and continued improvement.

At Creativa Norte Marketing, we design websites for brands that need to communicate what they do more effectively and make the path from a first visit to a business conversation easier. If your website no longer reflects the caliber of your company, let’s talk about refreshing it.