Product Launches
A launch site has one window to work in. The window between "people hear about this" and "people decide whether to care." Most launch sites do not use that window well.
How this works
Product launch sites fail in two ways. The first is being too generic: a hero image, a feature list, a pricing table. Nothing that answers the question "why would I actually use this instead of what I already use." The second is being too ambitious: trying to explain everything about the product before the visitor has any reason to care. Product Launches starts from the question that the visitor is silently asking: "what does this do for me and why would I believe you?" The answer has to be visible in the first scroll. We design around a specific conversion goal: sign-up, waitlist, purchase, or a call. Every section of the site is evaluated against that goal. If a section does not move the visitor closer to converting, it gets shorter or removed.
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