The brief
A business automation platform sells something invisible: rules that run on their own behind the teams' backs. The product connects more than a hundred and twenty tools, learns the company's procedures and deploys its first automations within five working days — but none of that can be seen.
So the page had to make an abstract benefit visible, and make it credible to two audiences at once: the operator who wants to stop re-keying data, and the decision-maker who wants a figure before committing a budget.
The constraints
- A single page. No funnel, no intermediate sign-up: everything plays out between arrival and the demo form.
- Two readers, one text. No "for the technical team" version and "for executives" version.
- Speed as an argument. Selling efficiency on a slow page is a contradiction: performance was part of the message, not part of the plumbing.
The decisions
A simulator rather than a figure.
Displaying "+34% performance" convinces nobody: it is some other company's average. The return-on-investment simulator takes three sliders — team size, hours lost per week, hourly cost — and returns an annual projection along with its equivalent in freed-up headcount. Visitors do not read a promise, they read their own. It is also the only section of the page that produces a number worth writing down.
The pricing grid before the FAQ, not after.
The usual order — convince first, announce the price later — assumes something is being hidden. The three tiers (€49, €89, custom) appear before the FAQ, with a monthly/annual toggle. The FAQ then handles the objections the price has just raised: deployment time, available integrations, reversibility, data security. Every question answers a reason not to sign.
Compliance as proof, not as a footnote.
GDPR compliance, AES-256 encryption, European hosting: on a product that reads a company's internal data, these mentions are not legal, they are commercial. They move up into the body of the page, at eye level.
The result
A single page that runs from promise to booked meeting without a break: value proposition, four capabilities, a four-step method, simulator, pricing, FAQ, form. All of it at 100 out of 100 on Lighthouse performance — on a page carrying an interactive simulator and a dozen animations.
What I would do differently
The simulator arrives late in the page. It is the element that engages the most, and it sits after four sections of argument. I would test a version where it appears right below the value proposition: you hand visitors their figure before explaining how you arrived at it.