What the best B2B websites do first
Lists of the best B2B websites tend to rank the prettiest. The ones that sell share four habits above the fold, and none of them is a design trend.
Sectors / SaaS and technical products
Product design for SaaS companies
The product is better than the interface. We fix that.
We design SaaS products, websites & design systems for founders whose product is better than its interface
Trusted by SaaS and product teams
sign-up rate on Offwork, from 6,774 users.19%
Why SaaS
The product is good. The buyer never finds out.
The trial route and the pricing page make the product look worse than it is. We fix that, from the architecture under the screens to the website that sells it. Most SaaS companies that come to us have the same shape of problem. The product does something hard and does it well. The interface was built by the engineers who understand it, for people who do not yet. The website leads with features because that is what the team is proudest of. The buyer, evaluating four tabs at once, wants one plain sentence on what it does and what it costs. So the trial route and the sales route are tangled together, pricing sits three clicks down behind a form, and onboarding is a wall of settings. Every new feature makes the product harder to use and no easier to buy. Better colours and fonts will not fix that. The structure has to change, and structure is our work. We start with the architecture: who the product is for, what they are trying to get done, and in what order. Then every state and every flow, documented so your engineers can extend them. Then the website, built on the same understanding, so the thing that is sold is the thing that gets used.
What we have built
Built for SaaS
TSRGD, compliance software
Six hundred pages of UK traffic signs law made searchable. Search comes first, and one screen replaces three tabs. 440 hours saved per team, per year.
See TSRGDOffwork, travel perks platform
A points platform that books flights and hotels, with gifting for admins, designed from scratch with the website and brand. 6,774 users, 19% sign-up rate.
See OffworkFreelogo, AI logo platform
An AI product founders can trust. They start from intent and stay in control, and one set of rules holds across thousands of outputs. Concept to MVP in three months, for HostPapa.
See FreelogoAir Landline, VoIP and app
Website, Control Panel app and brand for a virtual landline. Price first, a trial in three clicks, and an app as simple as the ad. Organic traffic up 62%.
See Air LandlineWhat we already know
You will not be teaching us what a trial-to-paid funnel is
We arrive fluent. Why the trial route and the sales route need separating so neither audience flattens the other. Where pricing belongs on a page and how to show it without a form in the way. What activation actually is for your product, and how onboarding gets designed before the homepage because a bad first session creates support load for a year. How a design system with tokens named against your code stops engineers inventing components. What a human-in-the-loop step looks like when the model is sometimes wrong. Compliance, payments, hosting, telecoms, AI tooling: what links them is difficulty. Products where the technology is good and explaining it is the bottleneck. If your product needs a glossary before a designer is any use, that is our normal starting position.
Our work
Judge us on this
TSRGDA modern platform for the UK's traffic signs regulations.OffworkA travel perk teams actually use, from brand to booking.WHMCS Buy FlowA hosting checkout built for the person buying.FreelogoDesigning an AI logo platform.Air LandlineA phone company that sounds human, from website to app.ServeboltRedesigning the web's fastest host.
Numbers you can check
- 440
- hours saved per team, per year, on TSRGD.
- 62%
- more organic traffic to Air Landline after launch.
- 3
- months, Freelogo concept to MVP.
“As someone who had never managed a website project before, I couldn’t have asked for a better company to work with. … Highly recommend for anyone looking to work with a company that knows their stuff.”
FAQs
Questions SaaS companies ask us
Mostly, yes. Compliance software, payments, travel perks, telecoms, AI tooling, and the hosting and infrastructure platforms that sit underneath a lot of SaaS. What links them is that they are hard to explain, and that is the category we know best.
Yes, and it is most of our product work. TSRGD, Air Landline and the hosting control panels we design are live products with real users. We rebuild the architecture underneath the screens so your team can ship the new version in stages rather than switching everything off for a relaunch.
The product is what people use after they buy; the website is what sells it. Most agencies do one. We do both, on the same understanding of the buyer, so the thing that is sold is the thing that gets used. Servebolt, Offwork and Air Landline were all website and product together.
A full engagement, from discovery through research, architecture, prototypes, interface and design system, is a twelve-week project priced as a fixed scope. A design system on its own is closer to five weeks. We give you the number at proposal stage, before you commit to anything.
Either. For products we hand over documented components and tokens named against your code, every state specified, and stay on hand while your team builds. For websites we build in WordPress, React or headless, picked for what your team has to run afterwards. You own everything on final payment.
Yes. In an AI feature the chat box is the easy part. The hard part is showing the working: what the model did, how sure it is, and how a person checks or overrides it. Freelogo, an AI logo platform, went from concept to MVP in three months on exactly that basis.
Related reading
Worth reading before you call
Your website should rule buyers out
Most of your buyers decide before they fill anything in. So the useful question is what they go looking for on your site and cannot find.