Lanesurf · CNVRT Labs

Lanesurf

A website hero with a chrome truck and a container above a table of loads. Shipped. — Shipped.Hero. A load table under a chrome truck: the workforce, introduced by the work it does.

Project facts

Client: Lanesurf
Sector: Voice AI for freight brokers
Stage: YC S25
Year: 2025–26
Services: Positioning, launch website and launch narrative

Situation

A load gets posted. Carriers start calling. A broker can take one call at a time, and the good carrier may be the one that goes unanswered. Lanesurf’s agents answer in parallel. The site had to make that obvious to a broker in the first scroll.

The reframe

What we saw

~~“AI voice agents for freight brokerage operations.”~~

What we said

A parallel workforce for the moment calls spike.

Accurate is not memorable. The operational moment is where a broker recognizes the problem.

The work

The site reads like the demo: loads arrive, bids sort best to worst, and an agent finishes the booking, all on scroll.

Shipped. The agent’s workflow as a blueprint: parallel carrier outreach, then controlled negotiation.

A blueprint diagram of an agent workflow reaching many carriers at once. Shipped. — Shipped. The agent’s workflow as a blueprint: parallel carrier outreach, then controlled negotiation.

A product panel showing many conversations running in parallel. Shipped. — Shipped. Parallel conversations, side by side.

A blueprint-style section about missed calls and fatigue. Shipped. — Shipped. The cost of the call spike, said plainly.

Exploration. Not shipped. An earlier hero direction, with a route drawn coast to coast.

A dark hero with a route line between two cities. Exploration. Not shipped. — Exploration. Not shipped. An earlier hero direction, with a route drawn coast to coast.

Decisions

insight

Start from the call spike.

What we chose Open on the operational moment: a load posted, calls spiking, one broker.

Rejected ~~A category headline about voice agents.~~

Why Brokers recognize the scene before they care about the category.
finding

Scroll is the demo.

What we chose A scroll-driven sequence built from the product demo.

Rejected ~~A video player above the fold.~~

Why Brokers believe what they watch happen in their own workflow, at their own pace.
insight

Flatter the trucker; don’t sell the algorithm.

What we chose A voice that is road-worn, straight-talking and fair, from a cultural map of the people on the other end of the call.

Rejected ~~A slick tech-product tour.~~

Why The moment it sounds like a pitch, the room is lost.