Landing Page

The landing page is the hardest visual artifact for a pre-revenue product because it has to look confident without lying. Every SaaS template fights you on this — they're built to dress up a product as if it has 10K users. You don't. Don't pretend you do.

The two failure modes

Mode 1: SaaS theater. Customer logos you don't have. "Trusted by 10,000+" when there are 3. Countdown timers. "Be the first to" buttons. Pricing tiers for a product that doesn't ship. FAQ sections nobody asked for. Quote carousels with stock-photo founders. Multiple CTAs fighting for the click.

When you see this on someone's landing it shows they don't know what they're doing — they're papering over the fact that the product is unproven by stuffing the page with credibility theater.

Mode 2: too much explanation. Three paragraphs in the hero. Five "key benefits" with icons. A 6-step "how it works" section. A 12-row feature comparison table. Eyebrow text + headline + sub-headline + lede + bullet list + two CTAs all in the hero. A 6-stat row.

When the design is working, you don't have to explain. The visual should land before the words. If you find yourself writing more, your hero visual is weak — fix that, not the copy.

The shape that works

Asymmetric hero, two-column on desktop, one column on mobile.