Blog
Field notes on B2B SaaS design.
Visual-first insights on decks, pages, and product storytelling — from the team shipping the work.
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Three foundations
Where we point founders first — pitch narrative, landing structure, and product visuals that sell the story.
The Anatomy of a High-Converting B2B SaaS Landing Page
Every section in a B2B SaaS landing page has a job. When it does the job, conversion compounds. When it doesn't, your hero is doing all the work — and burning out fast.
Read articleProduct Visuals That Sell: A Framework for Annotated UI Storytelling
Annotated product visuals are the artefact that travels through a deal. Here's how we design them so buyers leave the room able to explain your product internally.
Read articlePitch decks
Narrative, slide order, and proof for fundraising conversations.
How to Design a B2B SaaS Pitch Deck That Closes a Series A in 2026
A field-tested framework for the deck that actually closes a Series A — narrative spine, slide order, proof density, and the design rules that earn partner conviction.
Read articleThe Traction Slide: Which Metrics Belong on a B2B SaaS Deck?
The traction slide fails when it tries to prove everything. Here is the edit pass we use before a partner meeting.
Read articleDesigning a Deck Appendix That Survives Investor Diligence
Treat the appendix as a product: navigable, numbered, and visually consistent with the main storyline.
Read articleLanding pages
Structure, copy, and conversion mechanics for B2B SaaS pages.
The Anatomy of a High-Converting B2B SaaS Landing Page
Every section in a B2B SaaS landing page has a job. When it does the job, conversion compounds. When it doesn't, your hero is doing all the work — and burning out fast.
Read articleA Simple Formula for B2B SaaS Hero Headlines and Subheads
H1 states the job. Subhead states who it is for and the wedge. Everything else is optional until scroll two.
Read articleCustomer Logo Walls That Actually Build Trust
Logos are claims. Design them like evidence, not decoration.
Read articleProduct visuals
Screens, annotations, and storytelling that travels inside deals.
Product Visuals That Sell: A Framework for Annotated UI Storytelling
Annotated product visuals are the artefact that travels through a deal. Here's how we design them so buyers leave the room able to explain your product internally.
Read articleAnnotated Screenshots vs Diagrams: When to Use Each
Screenshots prove the product exists. Diagrams explain how it fits. Mixing them without intent creates mush.
Read articleBefore/After Visuals in B2B SaaS (Without the Cheese)
Before/after is a powerful pattern — and an easy way to look like late-night infomercial design.
Read articleStrategy
Positioning, sales enablement, and the systems behind growth surfaces.
Why Most SaaS Sales Decks Fail (And the Narrative Architecture That Fixes Them)
Most B2B SaaS sales decks fail for the same three reasons. Here's the narrative architecture that fixes them — and the design rules that compound conviction across reps.
Read articlePositioning Before Pixels: Where B2B SaaS Brand Strategy Should Start
Brand design without positioning is decoration. Here's how we sequence positioning before pixels — and why it makes downstream design 3x faster and 10x more durable.
Read articleAsync Design Partnerships: A Better Operating Model for SaaS Founders
Async design partnerships beat agencies on speed and in-house hires on craft — when run with discipline. Here's the operating model that makes them work.
Read articleAll articles
The full library — browse everything beyond the highlights above.
The Traction Slide: Which Metrics Belong on a B2B SaaS Deck?
The traction slide fails when it tries to prove everything. Here is the edit pass we use before a partner meeting.
Read articleDesigning a Deck Appendix That Survives Investor Diligence
Treat the appendix as a product: navigable, numbered, and visually consistent with the main storyline.
Read articleSeries B Pitch Decks: When the Narrative Has to Shift
Series B is rarely 'the same story with bigger numbers.' Design has to reflect the new job the deck is doing.
Read articleA Simple Formula for B2B SaaS Hero Headlines and Subheads
H1 states the job. Subhead states who it is for and the wedge. Everything else is optional until scroll two.
Read articleWhy Most SaaS Sales Decks Fail (And the Narrative Architecture That Fixes Them)
Most B2B SaaS sales decks fail for the same three reasons. Here's the narrative architecture that fixes them — and the design rules that compound conviction across reps.
Read articleCustomer Logo Walls That Actually Build Trust
Logos are claims. Design them like evidence, not decoration.
Read articlePositioning Before Pixels: Where B2B SaaS Brand Strategy Should Start
Brand design without positioning is decoration. Here's how we sequence positioning before pixels — and why it makes downstream design 3x faster and 10x more durable.
Read articleDesigning Comparison Pages Without Looking Petty
Comparison pages convert when they read like analysis — not attack ads.
Read articleSecurity & Trust Pages: Layout Patterns Enterprise Buyers Expect
Enterprise buyers skim for operational and architectural trust before they read marketing copy.
Read articleDesigning for Enterprise Buyers: The Trust Signals Every SaaS Page Needs
Enterprise buyers scan for trust before they scan for features. Here are the design patterns that consistently signal credibility to a procurement-grade audience.
Read articleAnnotated Screenshots vs Diagrams: When to Use Each
Screenshots prove the product exists. Diagrams explain how it fits. Mixing them without intent creates mush.
Read articleBefore/After Visuals in B2B SaaS (Without the Cheese)
Before/after is a powerful pattern — and an easy way to look like late-night infomercial design.
Read articleWorking on a deck or page?
Tell us the surface and audience — we reply with a scoped proposal.