The homepage does not explain the product
A first-time visitor cannot say what it is, who it is for or why it is different within a few seconds. I rewrite the top of the page around that, with the product visible, not described in abstractions.
01 Common problems
Where SaaS sites usually lose the visitor.
Slow, heavy pages
Unoptimised media, stacked scripts and bulky templates make pages slow on phones. I measure it, remove what does not earn its weight and build the key pages to load fast.
No clear path to a demo
The call to action competes with five others, or the form is buried or asks too much. I design one primary path and make it easy to find from every page.
Message and sales process do not match
The site promises one thing and sales say another, or pricing and plans are unclear. I align the pages with how buyers actually evaluate you.
02 Audit and redesign
From a written audit to shipped pages.
- 01
Read it like a buyer
I go through the site as a first-time evaluator and note where the message and path break.
- 02
Check the plumbing
Speed, accessibility, tracking, indexing and structure, so the problems are found, not guessed.
- 03
Map the path
From landing to product to proof to demo: one primary path, with fewer competing exits.
- 04
Redesign and build
The key pages designed and coded, responsive and accessible, in your brand.
- 05
Ship and measure
Launch with measurement in place so changes can be judged, not just felt.
You receive a written audit with prioritised fixes before any redesign work begins, so you can act on it even if we do not continue.
03 What gets measured
Decide the numbers before the pixels.
| Measure | Why it matters |
|---|---|
| Demo requests | The primary conversion for most B2B SaaS sites. Counted at the form and, where possible, through to your CRM. |
| Sign-ups or trials | For product-led motions: how many start, and from which pages. |
| Path behaviour | Which pages lead to the demo or sign-up step, and where people leave. |
| Speed and accessibility | Page speed on real devices and basic accessibility checks, before and after. |
I do not promise a specific uplift: results depend on traffic, offer and market. I do promise that you will know what you are looking at.
04 Changing platform
Moving to a new platform without losing what search already knows.
A platform change is where sites most often lose search visibility, usually through broken URLs and missing redirects, not because the new site is worse.
- Inventory every live URL and decide what each one becomes
- Map redirects page by page, so old links and rankings carry over
- Keep content, headings and metadata at parity unless there is a reason to change them
- Launch in stages where possible, and check indexing and errors afterwards
- Monitor for a period after launch and fix what appears
Some movement in search results after a migration can still happen. The aim is to limit it and catch problems early, not to promise there will be none.
05 FAQs
Questions SaaS teams ask.
Do you redesign the whole site or only the key pages?
Usually the pages that carry the sale first: home, product, pricing and the demo path. After the audit I will tell you what is worth changing now and what can wait, so you are not paying to redo pages that are working.
Can you work with our current CMS or stack?
Often yes. During the audit I look at what you run today and tell you whether to keep it, improve it or move. If a move is right I will say so, and plan it so search visibility is protected.
Do you handle SEO?
The technical groundwork for search is part of the build: page structure, speed, metadata, redirects and a sitemap. Ongoing content marketing and link building are a separate conversation and I will say so rather than overpromise.
Will the redesign increase demo requests?
I cannot promise a number. What I do is set up measurement before launch so you have a baseline, then design the page and the path to make the next step obvious. You will see what changed.
06 Concept studies
Concept studies: a SaaS homepage and its pricing page.
Self-initiated studies for a fictional SaaS product, built in code to show how I think about explaining a product and asking for the next step. They are not client work and imply no results.
- The brief
- A fictional SaaS homepage that describes the category instead of showing the product.
- Approach
- Put the product in the first screen, say what it is for in one sentence, explain in three steps and give one route to a demo.
- What is shown
- Hero with a product view, a demo call to action and a how-it-works strip. All names and copy are invented.
- The brief
- Pricing pages that make buyers compare plans before they understand which problem each one solves.
- Approach
- Name plans by the team they fit, repeat the same rows in every column so differences are easy to see, and keep one primary action.
- What is shown
- Three plan columns with one emphasised, a billing toggle and a shared feature grid. Prices are deliberately left as abstract bars, since this is a layout study.
→ Discovery call
Tell me about your project.
Every project is scoped to your stage and budget. Tell me what you are building and where you are today, and I will reply with next steps.
- Your stage and what is live today
- The outcome you need, and by when
- Who else decides, and who will maintain it
Sent
Thank you. Your enquiry is in.
I will reply to with next steps.