Great pages pair clarity with character. Here is the expanded playbook we rely on when turning technical products into stories people can buy:
- Narrative first. Every section has a job: orient, prove, or convert. If it does not earn its space, we cut it.
- Contrast and confidence. Strong headings, tight rhythm, and visuals that signal taste—no grey mush.
- Proof inline. Case studies and testimonials live next to the claim they support, not buried in another tab.
- Motion with purpose. Animations hint at system state or direct attention; everything else is noise.
How we sequence a launch page
- Above the fold: Straight value prop + twin CTAs. Pair it with a single hero shot or short loop that shows the product in context.
- First proof: A single stat or testimonial close to the claim. Social proof belongs near the argument it supports.
- Deep dive: A scannable grid (3–4 items) that outlines how it works. Pair each with a tiny visual so the eye has an anchor.
- Conversion sweep: A repeat CTA with an alternate action (e.g., “book a call”) and a reassurance line about support or rollout.
Practical checks before shipping
- Read it aloud. If a heading feels timid, sharpen it.
- Strip any “feature salad” down to the outcomes the user actually gets.
- Keep copy blocks short; give every paragraph a job or delete it.
- Run a quick LCP/CLS pass—beautiful pages still need to be fast.
