Positioning before pixels
The one idea the company is for, settled before anything is designed.
Brand & web ยท B2B SaaS
Websites for software with a complicated proposition
The job is not to explain the product. It is to make the category feel obvious and the company feel like the safe choice.
The short answer
Most B2B software sites fail in the same way. They explain the product in the founder's language before the visitor has accepted that the problem is worth solving, and they look like a startup when the buyer needs to feel like they are choosing the safe option.
We do positioning first and design second. What is the one idea this company is for? Once that is settled, the wordmark, the palette, the structure and the copy all come out of it, which is why the result reads as inevitable rather than decorated.
Brand identity
Wordmark, palette and type that signal the right level of seriousness.
The site
Structured for a buying group, not a single reader.
Proof architecture
Where credibility goes, and in what order, for a sceptical buyer.
Demo and pipeline
Conversion paths built for a considered purchase, not an impulse one.
Built to scale
So the next three products do not require a rebuild.
Proof
DataTruth, an AI readiness platform for private equity, and Planr, a portfolio monitoring platform.
FAQ
Common questions
We are pre-revenue. Is it too early for brand work?
Often it is exactly the right time, because positioning is cheaper to change before a sales team, a deck and a product have been built on top of it. What is usually too early is a large custom site.
Can you work with our existing design system?
Yes. If there is a system worth keeping we extend it rather than replace it. Rebuilding something that already works is an easy way to spend a budget without moving anything.
Who writes the copy?
We do, because on a B2B software site the copy is the product of the positioning work and cannot sensibly be handed to someone else afterwards.
How long does it take?
Positioning is usually two to three weeks. A marketing site follows in four to eight depending on scope. We quote fixed and in writing before anything starts.
Start a project
Tell us what you are trying to do.
A fixed, written quote before anything starts. We come back within a working day.
- A reply within one working day
- Fixed price, agreed in writing
- No obligation, and no hard sell