Website IA for SaaS Brands — Case Files #2
Website IA for SaaS Brands — Case Files #2. If your brand feels fuzzy to you, it’s fog to your audience. Let’s make it obvious and repeatable.
Words move markets when they mirror customer reality. Start where their risk lives.
Steps
- List three proof points — Social, data, demos. Proof turns belief into trust.
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- Document decisions in one page — People use what they can read in two minutes.
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Positioning line — For [audience] who struggle with [problem], we deliver [outcome], proven by [proof].
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
- Palette tokens — CSS variables / design tokens for color and spacing across apps.
- Voice ladder — From formal to playful with examples for each channel.
How to use it: For [audience] who struggle with [problem], we deliver [outcome], proven by [proof]. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: CSS variables / design tokens for color and spacing across apps. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: From formal to playful with examples for each channel. Save the final in a shared doc; link from tickets so execution matches intent.
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- Messaging Hierarchy for Landing Pages — Guide #2
- Story Structures That Sell — Pro Tips #2
- Messaging Hierarchy for Landing Pages — Guide #2
- Value Proposition That Converts — Deep Dive #2
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