Freelance project
2025
160+ visitors in 30 days — turning Big Glo’s online presence into real conversations.
London-based music producer offering full-service music production.
Big Glo
Project Overview
Big Glo is a London-based music producer offering full-service music production, including mastering, mixing, recording, and custom production. He approached me with the realisation that linking a simple booking calendar through social media no longer felt professional or competitive. He needed a website that reflected his personality, his process, and his growing reputation.
Opportunity
Where Does the Need for a Full Website Come From?
In our first conversation, Big Glo shared his frustration about standing out in an increasingly crowded market. Like many independent producers, his online presence was limited to an Instagram profile and a few streaming links. While common among emerging artists, we noticed a pattern: the more successful producers almost always had a dedicated website.
📌 That insight became the foundation of our design direction.
For independent creatives like Big Glo, especially those working without the support of a label or agency, uniqueness is not just a creative trait. It is a strategic asset. Talent alone is no longer enough. How you present yourself, how you communicate your workflow, and how you build trust online all shape your perceived value.
As a freelance junior product designer, I could relate deeply. In both design and music, your digital presence is often your first impression—and sometimes your only chance to stand out.
Defining the Problem
Agencies and record labels typically benefit from structured branding, bespoke artist pages, and access to professional design resources. Freelance producers often rely on quick solutions such as social media link trees, scattered audio samples, and generic contact forms. This approach fails to tell a compelling story, does not build trust, and most importantly, it does not differentiate the artist.
Together, we identified the opportunity to create a website that went beyond being a simple portfolio. It would be a personalised experience that reflects what it feels like to work with Big Glo—showcasing his workflow, tone, and services while guiding users through a clear and engaging journey to get in touch.
Strategy
Made Big Glo’s site build trust and start real conversations fast
To understand the market, I led a collaborative review of websites from freelance producers and mid-tier record labels. Big Glo evaluated messaging and structure, while I focused on layout, content flow, and visual tone. This helped us align our perspectives and uncover valuable insights.
Key findings included the following:
• Many freelance producers used drag-and-drop website builders without thoughtful structure. While practical, these sites lacked engagement and visual identity.
• Several record label sites, although functional, felt outdated. The layouts were basic, imagery was dated, and brand narratives were unclear.
• One quote from Big Glo stood out and shaped the tone of the site:
📌 “I want something that feels creative, but also professional.”
This led me to introduce the “neon mist” visual direction, an emerging style that uses ambient light and rich gradients to create a futuristic feel while keeping the layout clean, modern, and easy to use.
We defined three primary goals for the website:
• To help Big Glo stand out visually and tonally from other freelance producers.
• To build trust with new visitors by clearly communicating value.
• To convert interest into collaboration through accessible, mobile-first contact options.
The intended audience included artists, managers, A&Rs, and collaborators, primarily browsing on mobile devices, though desktop accessibility was also considered.
Experience
Structuring a Website Around What Users Really Need
We prioritised the most relevant content based on the user journey. The structure was designed as follows:
Homepage: Unique value proposition, curated playlist, and social proof from clients
About: A personal story of how Big Glo started, his approach to music production, and testimonials from both collaborators and clients
Services: A breakdown of production offerings, studio practices, and differentiators
Contact: Integration with WhatsApp for quick mobile outreach, alongside a structured booking form for formal requests
USER FLOW
We identified two core paths to conversion:
A mobile-first path using the hero CTA button (“Start Your Glo”), which opens a WhatsApp conversation for real-time contact
A structured booking path, accessible through the contact page, where users can choose services such as mixing, mastering, or recording and submit their details asynchronously
This dual-flow approach supports both casual mobile-first users and more formal, service-focused visitors.
Impact
From visibility to real conversations
The website gave Big Glo a dedicated place to present his work, build credibility and give potential clients a clearer route to getting in touch.
160+
Unique visitors in the first 30 days
8 clicks · 131 impressions · 6.1% CTR
Google Search performance over the measured three-month period.
Client conversations
The WhatsApp route led to multiple new client conversations.
