Landing Page Design
We design landing pages for SaaS founders who care about conversion, not vanity. Hero through closer, every section earns its place — built around the job your visitor came to do, then handed off as production-ready code so your team can A/B test from day one.
Why most SaaS landing pages quietly underperform
Three patterns we see in nearly every audit. If two or more sound familiar, the page is leaking conversion before the closer.
Hero says everything except the job
Three taglines, two value props, a fly-through animation, and the visitor still cannot tell what the product does. The hero is performing, not selling. The CTA is “Get started” and the visitor scrolls because they have to, not because they want to.
Looks like a portfolio, not a product
The page won a design award, the founder loves it, the conversion rate is 0.6%. Beautiful gradients, generous whitespace, zero proof, no specifics. The pricing section is buried under three illustrations. Trust signals (logos, metrics, quotes) are missing or fake.
Pretty in Figma, broken on a phone
Designed at 1440 px, tested at 1440 px, shipped at 1440 px. On a real iPhone with mid-tier signal it loads in 6 seconds, the hero is 800 px tall, the CTA is below the fold, and the form keyboard hides the submit button. Mobile is 60% of your traffic.
What we ship in a landing page engagement
A full conversion-ready surface, not a Figma file and a goodbye. Every artefact below is part of the standard scope.
Job-to-be-done structure
Section-by-section outline derived from founder + 3 customer interviews. Each section earns its place by answering one specific question your visitor brought to the page.
Conversion copy
Headline, sub-headline, sectional copy, CTA microcopy, form labels, error states. Written for the job, edited for clarity, voiced for your founder — not generic SaaS-speak.
Hi-fi visual design
Hero plus four to six body sections, designed mobile-up. Uses your existing brand if you have one, or a one-page visual system we build alongside if you do not.
Engineering handoff
Component-based handoff in Tailwind classes or plain CSS variables — whichever your stack speaks. Token files included. No PNG-screenshot specs.
Tracking plan
GA4 + GTM event spec for CTA clicks, scroll depth, form submits, and outbound links. Wired into your existing analytics so the first traffic produces signal you can read.
A/B test plan
A 30-day test calendar — hypothesis, variant, expected lift, sample size to call it. So the page keeps improving after launch instead of becoming sacred.
SEO essentials
Title, meta description, OpenGraph, JSON-LD (FAQ + Product schema where it fits), and a sitemap entry. Yoast-compatible so you can edit later.
Why landing-page design is its own discipline
A landing page is not a homepage with the menu hidden, and it is not a brochure with a CTA at the bottom. It is a focused argument made of words, layout, and proof — designed to move one specific visitor one specific step closer to a decision.
That changes the job from “make it look great” to “make it work for one audience, on a phone, in nine seconds”. The skill is structural — what to put first, what to cut, what to defer to a follow-up email. The visual is downstream. Most agencies invert that order; the result is the page you have now.
- One audience, one job. If the page tries to talk to engineers and CFOs at once, it talks to neither. We pick the job and ruthlessly cut everything that does not serve it.
- Mobile-first, for real. Designed mobile-up, tested on a mid-tier device with throttled signal — not on the designer’s 16-inch laptop in a coffee shop on fibre.
- Performance is part of design. A 4-second LCP kills 30% of conversions. Web fonts, hero image weights, and third-party scripts are design decisions, not handoff problems.
- Built to be tested. Every section is a hypothesis. The handoff includes the variant calendar and the analytics events so the page keeps learning after launch.
How the engagement runs
A predictable three-week shape. One discovery sprint, one build sprint, one launch sprint. No surprises, no scope creep.
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1
Job interview (3 days)
Founder interview plus three customer calls. We distil the job, the alternatives, and the objections into a one-page brief you sign off before any design starts.
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2
Wireframe + copy (4 days)
Section list, headlines, supporting copy, CTAs — reviewed in plain text before pixels. This is where 80% of the conversion work happens.
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3
Hi-fi build (1 week)
Full visual layout, mobile and desktop, with component-based structure ready for engineering. Two review checkpoints, no surprise reveal at the end.
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4
Handoff + launch (3 days)
Code-ready handoff, tracking wired, first A/B variant configured, performance verified on a real device. Two weeks of free async support after launch.
Recent landing & product work
A small selection — the rest lives on the portfolio page.
More case studies on our portfolio page.
Frequently asked
Five questions we hear in nearly every founder call. If yours is not here, send it via the booking form — the answer is usually one paragraph.
- Q01 How long does a landing page design project take?
- Three working weeks end-to-end — three days of job discovery, four days of wireframe and copy, one week of hi-fi build, and three days of handoff plus launch. We can compress to two weeks for a hard launch deadline; we cannot compress below two without trading off the discovery work that does most of the conversion lift.
- Q02 Do you write the copy too, or do we bring our own?
- We write the copy by default — it is where most of the conversion work lives, and we cannot do a clean job designing around copy that has not been pressure-tested. If you have a copywriter you love, we collaborate with them: we run the discovery, they write the lines, we shape the structure together.
- Q03 Do you build the page in Webflow or code, or only hand off Figma?
- Standard handoff is component-based Figma plus a Tailwind / CSS-variable spec your engineers can implement in a day or two. We can also build directly in Webflow as an add-on if you do not have an in-house front-end team — that adds about a week to the timeline.
- Q04 Do you set up A/B testing, or do we have to figure it out?
- Setup is included. We wire the first variant in your existing tool (Posthog, GrowthBook, Optimizely, Google Optimize replacement, or whatever you already use) and hand over a 30-day test calendar with hypotheses ranked by expected lift. The first test is live the same day the page launches.
- Q05 Our current landing has traffic. Do we need to rebuild from scratch?
- Usually not. About half of our engagements are partial rebuilds — we keep the URL, the analytics history, and the working sections, then redesign the parts that are leaking conversion (often the hero, the proof block, and the closer). The discovery week tells us which path is right.
Ready to make your SaaS impossible to ignore?
Thirty minutes, no slides. We will look at your current identity together, name the gaps, and tell you whether a five-week engagement is the right call.