Infrastructure security hero concept

SaaS companies move fast. New features, new pricing, new customers every month. If every website change means waiting on a developer or your AI credits to reset, it’ll always be a step behind. Your site should be able to keep up with your product.

Hero redesign concept for Digital Mirror

The absolute worst thing a SaaS company can do is lie. Tell me I can try it for free, then paywall me before I’ve even seen the product. I leave annoyed and disappointed. Then the emails start. Several a day. You got my email by tricking me, and now you’re using it to upsell me. Don’t do this.

Hero section redesign concept for Digital Mirror Before → After What changed: - Reworked the headline so it talks about the problems they solve - Real features from the product are showcased to back up the message - Turned the eyebrow tag into a trust signal instead of repeating the headline - A real next step, “Learn more” doesn’t book demos - Added basic compliance information

Fixed another small bottleneck in my design business today. Stopped typing to AI and started talking to it instead. Way quicker. And no more starting a long message, checking one notification, and forgetting I was even writing something.

When your SaaS company raises, more people look at your website than ever. New buyers, future investors, potential talent. Most of them land on the version you built before the announcement. The company moved on. The site didn’t.

Your SaaS company’s funding announcement probably sells harder than your homepage. The press release names the customers, the numbers and the plan. Then people click through to your site and find the version from before the raise.

Hero concept for DesignVerse

Spent part of this morning clicking “try for free” on a few SaaS tools. Most of them wanted an account first, then sent me straight to the pricing page. I don’t mind paying for good software. I just don’t like being told it’s free when it isn’t.

When you’re just trying to finish the design before the meeting but forgot you’re in the new Tesla 😂

Hero section redesign concept for DesignVerse Before → After What changed: - Changed the layout to create a much more impactful and long lasting first impression - Made the industry they work in more prominent and obvious - Added trust signals with partner logos - Rewrote the supporting copy to name the problem they solve

If your SaaS button says “try for free”, people expect to actually try it Not make an account just to land on a pricing page It’s the very first thing they do with your product, and it starts with a lie

Some of my recent work

People landing on a SaaS homepage are already a bit sceptical. They’ve heard every big claim before. So don’t just tell them. Show them the product, then the proof that it works, and it stops sounding like another empty promise.

Your product is the most convincing thing your SaaS company has. Put it front and centre. Let people see what it actually does. Then back it up with numbers, logos, awards, whatever you’ve got. The product makes the claim, the proof makes people believe it.

Hero redesign concept for Axoflow

Hero section redesign concept for @AxoFlowIO Before → After What changed: - Swapped the low-res video for the actual product, so visitors see what they’re getting in the first second - Broke up the wall of text on the left, the headline, copy and buttons now each get room to do their job - Cut the copy in half and built the numbers into it, 50% lower SIEM spend is a reason to book a demo, a feature list isn’t - Moved “from the creators of syslog-ng” to the top, it’s the strongest trust signal they have and it was buried - Made the demo the one clear next step instead of three buttons competing for attention Happy to walk the Axoflow team through the thinking behind it

When your SaaS company is moving fast, skipping the design foundations might feel like saving time. It’s not saving anything. It’s borrowing it. Every page you add on top makes it harder to fix later, and one day you pay it all back at once.

When I built my own website, I rushed it. No design system, nothing organised, every page built quickly. Fine at first. Then I couldn’t find anything, and every small update took ages. Fix one thing, something else breaks. Weird bugs I couldn’t even trace. Ended up having to rebuild it from scratch. And that was just my own small site. On a SaaS site with a team shipping every week, skipping strong foundations costs a lot more.

Started going on morning walks to keep burnout away Feels good not to start the day straight in front of a laptop