A product site that turns visitors into trials and demos.

What should the first screen make clear?

Who the product is for, the problem it solves and the next step. A visitor should understand all three without scrolling. Feature lists belong further down, once the value is clear.

The main call to action should match your sales model. Self-serve products lead with sign-up or trial. Products with longer sales cycles lead with a demo request.

Which pages does a software website need?

Buyers and evaluators look for different things, so plan pages for both:

• Product or feature pages built around use cases, not internal module names
• A pricing page that explains plans, limits and what happens when a customer upgrades
• Solution pages per industry or role, if you sell to more than one audience
• Security, privacy and data handling information for procurement reviews
• Links to documentation, a changelog or a help centre for technical evaluators
• Honest comparison pages for buyers who are already weighing alternatives

What should you decide before the project starts?

Decide where the marketing site ends and the product begins. Sign-up, login, docs and billing may live on different systems, and the handovers between them need planning.

Choose the CMS based on who will publish. If your marketing team ships pages every week, they need to do it without a developer. Agree the analytics events for sign-up, trial and demo before design starts.

Which mistakes are common on software sites?

Most of them blur the message or break measurement:

• Vague headlines that could describe any product in the category
• Screenshots that no longer match the current product
• Pricing that is unclear or hard to find, which slows evaluators down
• A slow, script-heavy marketing site for a product that promises speed
• No link between site visits and in-app activation, so marketing cannot see what works

How do you judge an agency and measure the result?

Ask how the agency will turn your features into a positioning story, and who writes the copy. Ask how the site connects to your app, CRM and analytics, and who maintains it after launch.

After launch, measure sign-ups, trials and demo requests by page and by source. Test changes to headlines and pricing pages one at a time, so you know which change moved the numbers.