Notes on the craft.
Teardowns of real B2B SaaS homepages, one guide to the homepage itself, and short essays on positioning, UX writing and the operational layer behind founder-led companies.
Proof above the fold: what counts as evidence on a B2B site
A buyer who has understood your headline has one question left: why should I believe it? This post ranks the kinds of proof a B2B site can show, from a named customer with a number down to a logo wall, and says where each one belongs. It also covers what to do when you have no proof yet.
How to write the one sentence your homepage opens with (with 12 rewrites)
The headline is the one line every visitor reads. Most B2B headlines are an adjective with no product in it. This post gives you the three parts a headline needs, a short method to write it, and twelve weak headlines rewritten so you can see the pattern.
What a founder should ask before a website redesign
A redesign usually starts with a trigger. A round closes, a new sales hire complains, a competitor launches, or you are tired of the site. None of those tell you what the site fails to do. Settle these questions before you write the brief. Then you buy the right project, and you can tell whether it worked.
SuperOps homepage teardown: a 137-word homepage for a well-funded SaaS
SuperOps sells to MSPs and IT teams in the US from Chennai. It has raised serious money. Its homepage is 137 words long, has no H1, shows no customer, and opens with a private beta announcement. Here is what we would change first.
Your SaaS site answers no question a buyer asks (and the 5 it should)
Most B2B SaaS homepages answer the founder's questions: what did we build, what do we believe, what can it do. The buyer arrives with five different questions. When none of them are answered, the buyer leaves. Here are the five questions in the buyer's words, with the fix for each.
Mutiny homepage teardown: a sales assistant that never says who it's for
Mutiny has a confident brand, a real customer logo row and a product that is easy to picture. Its homepage still never names the buyer, shows no number, and asks for the same click eight times. Here is what we'd change first.
How to choose a B2B SaaS website design agency (US and India)
Most agencies show you mockups, hand you a Figma file and leave before the first inquiry arrives. This post gives you a better checklist: six signals, five red flags, the questions to ask, and how pricing differs between the US and India.
Positioning before pixels: why the sentence comes first
Your homepage can only be as clear as the one sentence it is built on. This post explains what that sentence must contain, the three tests it must pass, why you cannot write it after the layout, and how we find it before any design starts.
UX is communication, not decoration
Every screen in a product or on a website is a piece of writing. Here is how we write those screens so a busy reader always knows what to do next.