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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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Landing pages
Every insight in landing pages — newest first.
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 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.
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