SaaS — 2025
Fieldkit
A marketing site for a product operations toolkit that finally reads like the product it sells.
The Problem
A product no one could describe.
Fieldkit had built a genuinely different way to manage field ops, but every version of the pitch collapsed into feature lists. Sales calls started with "so what does Fieldkit actually do?" — never a good sign.
Process
01.
Listen to sales calls
Twelve calls, transcribed. We highlighted every moment a prospect finally "got it" — those became the site's structure.
02.
One idea per screen
The hero says one thing. The next section says one thing. No feature grids, no ten-column comparison table.
03.
Trial-first CTA
Every scroll moment ends with a trial link. Demo requests still work, but stopped being the default path.
"Signups went 4× overnight. Sales stopped explaining the product on calls one and two."
Devon R. — Co-founder, Fieldkit
The Solution
A pitch you can scroll.
Six sections, each one making a single point. Copy leads. Product screens support. We removed a 40-item feature list, three testimonial carousels, and one pricing comparator. The page got shorter and did more.
The Outcome
Signups up, questions down.
Trial signups climbed 4× in the first three weeks. Sales calls stopped opening with "what is it?" and started with "here's what we'd use it for." That's the real win.
+4×
Trial signups
92
Lighthouse score
5 wk
Design & build
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