--- title: "Rafi (heyrafi.com) — SaaS Redesign Case Study | Thrive Media" description: "How Thrive Media rebuilt heyrafi.com from a single-ICP wholesaling site into a modern SaaS platform for 6 ICPs — 98 Performance, 100 SEO, 3/3 Agentic Browsing." lang: en json-ld: | [ { "@context": "https://schema.org", "@type": "ProfessionalService", "name": "Thrive Media", "description": "Custom AI agents, workflows, applications & websites built for your business.", "url": "https://thrivemedia.co", "serviceType": "AI Implementation", "areaServed": "Worldwide", "foundingDate": "2019", "sameAs": [] }, { "@context": "https://schema.org", "@type": "Article", "headline": "Rafi (heyrafi.com) — Website Redesign Case Study", "description": "Thrive Media redesigned heyrafi.com from a single-ICP wholesaling site into a modern SaaS platform serving wholesalers, investors, agents, home services, lenders, and high-volume sales teams — with a 98 Lighthouse Performance score and full Agentic Browsing compliance.", "author": { "@type": "Person", "name": "Chris Lewis", "url": "https://thrivemedia.co/about" }, "publisher": { "@type": "Organization", "name": "Thrive Media", "url": "https://thrivemedia.co", "logo": { "@type": "ImageObject", "url": "https://thrivemedia.co/og/og-home.jpg" } }, "datePublished": "2026-07-29", "dateModified": "2026-07-29", "mainEntityOfPage": "https://thrivemedia.co/portfolio/hey-rafi", "image": "/__l5e/assets-v1/0ee11646-3f92-474e-bd02-8cb453eb1f63/hey-rafi-new.png" }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://thrivemedia.co/" }, { "@type": "ListItem", "position": 2, "name": "Portfolio", "item": "https://thrivemedia.co/portfolio" }, { "@type": "ListItem", "position": 3, "name": "Rafi", "item": "https://thrivemedia.co/portfolio/hey-rafi" } ] } ] --- ![Rafi website](/__l5e/assets-v1/0ee11646-3f92-474e-bd02-8cb453eb1f63/hey-rafi-new.png) [![Thrive Media](/assets/thrivelogo-B9CkfDC_.png)](/) [Services](/services) [Pricing](/pricing)[Results](/results)[Portfolio](/portfolio)[About](/#about)[Schedule a Call](/contact) [Home](/)/ [Portfolio](/portfolio)/ Rafi Case Study — Redesign # Rafi — from single-ICP wholesaling site to a modern SaaS platform for 6 ICPs. Thrive Media rebuilt heyrafi.com with a clean, modern SaaS design, expanded ICP targeting from wholesalers only to six verticals, and shipped a Lighthouse-perfect page that AI answer engines can actually cite. [Visit live site](https://heyrafi.com) [Book a strategy call](/contact) 6 ICPs targeted (up from 1) 98 Lighthouse Performance score 3/3 Agentic Browsing checks passed ![Chris Lewis](/assets/chris-headshot-B0l24Jcw.jpeg) Chris Lewis Founder, Thrive Media · Published Jul 29, 2026 ## What Rafi does Rafi is a 24/7 AI sales partner that answers, qualifies, and books inbound leads onto your calendar without a human touching the conversation. It plugs into your existing phone number and CRM, handles objections in real time, and hands warm, qualified appointments to closers — the way a full acquisitions team would, at a fraction of the cost. The old site treated Rafi as a wholesaling-only tool. In practice, the same product solves speed-to-lead for any high-ticket service business with inbound volume. The redesign catches the site up to what the product actually does. ## Before & after Two versions of the same product page — one built for one persona, one built for a category. Before heyrafi.com (v1) ![Before — heyrafi.com (v1)](/__l5e/assets-v1/8c1e6f6c-c26f-4338-b5f5-4f9c52d86c39/hey-rafi-old.png) After heyrafi.com ![After — heyrafi.com](/__l5e/assets-v1/0ee11646-3f92-474e-bd02-8cb453eb1f63/hey-rafi-new.png) ## Who Rafi is for now The old site aimed at one ICP. The redesign speaks directly to six — each with their own use case surfaced in copy, screenshots, and social proof. Wholesalers Original ICP — deeper follow-up automation retained Investors Deal-flow and acquisition workflows Agents Buyer/seller lead qualification 24/7 Home Services Speed-to-lead for repair, install, restoration Lenders Borrower intake + qualification hand-off High-Volume Sales Teams Inbound triage at scale, no more missed calls ## Performance, SEO, and Agentic Browsing A modern SaaS site has to do more than look good — it has to load fast, rank in Google, and be readable by AI answer engines. Google's PageSpeed Insights validates all three. ![Google PageSpeed Insights results for heyrafi.com — 98 Performance, 100 Accessibility, 96 Best Practices, 100 SEO, 3/3 Agentic Browsing](/__l5e/assets-v1/9c47b74c-e04b-4a47-bb07-a636dc8cf2fc/hey-rafi-pagespeed.png) 98 Performance 100 Accessibility 96 Best Practices 100 SEO 3/3 Agentic Browsing **Performance (98/100).** Lean images, deferred scripts, and tight component bundling put heyrafi.com in the top decile of B2B SaaS marketing sites. LCP lands inside Google's “good” threshold on both mobile and desktop, so ad spend and organic clicks don't bleed out at the first paint. **SEO (100/100) & Accessibility (100/100).** Every image has alt text, every heading is in order, every meta tag resolves. Crawlers get a clean surface and screen readers get the same content as sighted users — table stakes that most agency-built SaaS sites still miss. **Agentic Browsing (3/3).** This is the metric that matters most in 2026. AI agents like ChatGPT's browsing tool and Perplexity's crawlers score sites on whether they can be understood, cited, and acted on by an LLM. A 3/3 means Rafi shows up when a wholesaler, investor, agent, lender, or sales manager asks an AI “what tool answers my inbound leads 24/7?” — that's AEO (Answer Engine Optimization) at work, and it's where organic acquisition is moving. **The old site scored dramatically lower** on every one of these axes — slower load times, un-scoped headings, and single-persona copy that AI engines had no reason to cite against a cross-vertical query. ## Full before & after analysis Every axis we touched in the rebuild, and why. Axis Before After Target audience Wholesalers only — narrow TAM, hard ceiling on growth Wholesalers, investors, agents, home services, lenders, and high-volume sales teams Positioning "AI wholesaling partner" — locks Rafi into a single vertical "24/7 AI sales partner" — category-defining, cross-vertical Design language Long-scroll marketing page, dense text blocks, dated card stacks Clean SaaS aesthetic, tight hierarchy, product-first UI screenshots How-it-works clarity "Not a chatbot" defensive framing buried mid-page Explicit 3-step flow: Lead in → AI qualifies → Call booked, above the fold Proof surface Testimonials + a small metrics block near the bottom Real-product screenshots, pipeline stats, side-by-side vs. traditional teams Conversion path Multiple CTAs competing (demo, calculator, form) One primary CTA on every scroll depth: book a demo Performance Heavy hero, unoptimized images, slow LCP 98 Performance, 100 SEO, 100 Accessibility, 3/3 Agentic Browsing AEO / SEO surface Single-persona copy, no structured data for AI answer engines Multi-ICP semantic surface, schema-ready, cited-friendly copy for ChatGPT/Perplexity ## The strategic shift The old heyrafi.com was a category-of-one page for a category-of-one buyer: real estate wholesalers. It converted well against that audience, but it capped the business — Rafi could only ever grow as fast as one vertical. Every dollar of paid traffic outside that vertical was wasted, and every organic query about “AI phone agent for \[insert vertical\]” sent the visitor bouncing. The redesign reframed Rafi as a category: a 24/7 AI sales partner for any high-ticket business with inbound volume. Wholesalers still convert — the workflow they loved is unchanged — but investors, agents, home services companies, lenders, and high-volume sales teams now see themselves on the page too. Six ICPs, one product, one site. Visually, the redesign trades the dense marketing scroll for a modern SaaS aesthetic: clean sections, real product screenshots, a single dominant CTA, and enough whitespace that the eye actually finishes each block. The “how it works” story now lives above the fold instead of buried after four objection-handling sections. Under the hood, the page was rebuilt to hit modern web standards on the first pass — 98 Performance, 100 SEO, 100 Accessibility, and a 3/3 Agentic Browsing score. That last one is where the compounding happens: AI answer engines can now cite Rafi against six different query shapes, in six different verticals, without a human ever writing a blog post. Live site [heyrafi.com](https://heyrafi.com) [Open in new tab](https://heyrafi.com) Website designed and built by Thrive Media. Thrive Media is not affiliated with and does not represent Rafi. Related [Custom AI Applications](/services/custom-ai-applications) [Custom AI Agents](/services/custom-ai-agents) [SEO & AEO](/services/seo-aeo) ## Ready to build something like this? Building a SaaS or AI product website that has to serve multiple ICPs? Start here. [Schedule a free strategy call](/contact) ![Thrive Media](/assets/thrivelogo-B9CkfDC_.png) Custom AI implementations and AI-powered websites. Based in Thousand Oaks, CA. 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