Why This Matters
SaaS buyers skim. If your brand and product website don’t explain value in seconds and make conversion paths obvious, you lose trials to louder competitors. Misgenie needed a credible brand, crisp story, and friction‑free UX—with performance and SEO baked in—so every paid and organic click could turn into pipeline.
Client Background
Misgenie is an HRM platform built to simplify people operations—powerful where it counts, simple everywhere else. With partner announcements looming, the team needed an identity, narrative, and website that would:
- Convey trust without enterprise bloat
- Show features → outcomes clearly by role/use case
- Make Request Demo and Start Trial effortless across devices
- Launch with SEO foundations and measurement from day one
Badges: SaaS • HR Tech • Brand Identity • Web Design • Web Performance • SEO
The Challenges
- Zero‑to‑One Brand: No cohesive identity, motif, or usage rules.
- Complex Feature Set: Needed a simple, outcome‑first story and clear IA.
- Time Pressure: Tight pre‑launch window ahead of partner PR.
- Performance Targets: Core Web Vitals goals on mobile.
- Marketing Velocity: Scalable design system so marketing can ship pages without dev tickets.
Objectives
- Craft a modern, trustworthy, HR‑friendly identity.
- Ship a fast, mobile‑first, conversion‑led product site.
- Clarify Product Narrative (features → outcomes) + Use‑Cases (SMB, mid‑market, distributed teams).
- Establish SEO foundations to capture solution‑aware demand.
- Set up analytics to track demo/trial performance.
Our Approach
A) Brand Identity System
- Logo & Mark: Clean wordmark plus a simple geometric motif that subtly conveys people/teams.
- Design Language: Accessible palette, clear type scale, iconography for HR modules.
- Components: Buttons, cards, badges, chips, form patterns, empty states—documented for reuse.
- Usage Kit: Social avatars, email headers, slide master, lightweight press/brand guide.
- Outcome: A cohesive, extensible system that looks premium and ships fast.
B) Product Narrative & UX Architecture
- Positioning: “HRM made clear—powerful where it counts, simple everywhere else.”
- IA: Home → Features (module pages) → Use‑Cases (HR teams, founders, distributed) → Pricing → Integrations → Security → Resources → Contact
- Conversion Paths: Persistent top‑right Request Demo, sticky CTA, contextual CTAs on features/use‑cases, short multi‑step form (lower friction).
- Outcome: A scannable story that maps features → outcomes → proof and guides to demo/trial.
C) Website Design & Build (SaaS‑Ready)
- Performance‑First Front End:
- Hero/typography preloads, smart image strategy (WebP/AVIF), deferred non‑critical scripts
- Core Web Vitals targets: LCP ≤ 2.5s, INP < 200ms, CLS < 0.1
- Authoring Velocity: CMS collections for Features, Use‑Cases, Resources → marketing can ship pages without engineers.
- Accessibility: Color contrast, focus states, semantic headings, descriptive alt text.
- Trust Blocks: Security & compliance, data processing bullets, recognizable badges.
- Outcome: A fast, inclusive site that feels enterprise‑grade without the weight.
D) SEO Foundations & Analytics
- Technical SEO: Clean URL schema, XML sitemap, robots/canonicals, schema (Organization, Product, FAQ).
- On‑Page: Intent‑matched H1/H2s, internal links (features ↔ use‑cases ↔ pricing), FAQ blocks, glossary starters.
- Measurement: GA4 events (demo submit, trial start, CTA clicks), Search Console, UTM standards.
- Outcome: Faster indexation, stable coverage, and a clean path from query → page → conversion.
Execution Details
| Area | Action | Stack/Tools | Impact |
|---|---|---|---|
| Branding | Wordmark + motif, palette, icons, component tokens | Figma, Illustrator | Cohesive identity; reusable UI patterns |
| Narrative | Features → outcomes, use‑case pages, proof assets | Figma, Notion briefs | Clarity; higher message match |
| Web Perf | Preloads, AVIF/WebP, defer JS, reduce CLS | Modern build, CDN | LCP ≈ 2.1–2.5s, INP < 200ms, CLS < 0.1 |
| CRO | Sticky CTA, top‑right CTA, multi‑step form | CMS + form, GA4 | +15–30% demo/trial submissions |
| SEO | Schema, internal links, FAQ blocks, clean URLs | Search Console, CMS | Faster indexation; +20–50% discovery impressions |
| Analytics | Events + UTM standards | GA4, GSC | Clear funnel: visit → demo/trial |
Results (Early Wins)
(Ranges reflect typical outcomes for similar SaaS baselines in the first 6–10 weeks.)
- Speed & Stability: Mobile LCP ≈ 2.1–2.5s, CLS < 0.1, INP < 200ms
- Conversion Path: +15–30% uplift in demo/trial submissions via clearer CTAs and friction‑light form
- Indexation & Visibility: Faster coverage for feature/use‑case pages; +20–50% rise in solution‑aware discovery impressions
Client Voice
“We needed a brand and site that explain Misgenie in seconds and make demos effortless. The new experience does exactly that—clean, fast, and scalable.” — Noman, CEO
“The component system lets us ship new pages without waiting on engineers. That’s huge for go‑to‑market speed.” — Salman, COO
Before → After Highlights
| Area | Before | After |
|---|---|---|
| Brand | No consistent identity | Cohesive logo, palette, type & icon system |
| Messaging | Feature list overload | Outcome‑first story + role/use‑case pages |
| Speed (Mobile) | Heavy hero, mixed scripts | LCP ≈ 2.1–2.5s, deferred non‑critical JS |
| IA/UX | Linear pages, weak CTAs | Clear nav, sticky Request Demo, short form |
| SEO | Sparse metadata & schema | Structured data, internal links, FAQ support |
| Analytics | Limited events | GA4 events: demo, trial, CTA, scroll depth |
FAQ
Sticky/top‑right CTAs, a short multi‑step form, and contextual CTAs on features/use‑cases. Clear copy maps features → outcomes, so users know why to click.
Font/hero preloads, AVIF/WebP images, deferring non‑critical JS, limiting layout shifts with explicit media sizing, and streamlined third‑party scripts.
Clean URLs, schema (Organization, Product, FAQ), glossary starters, internal links between features/use‑cases/pricing, and Search Console coverage monitoring.
Yes. CMS collections (Features, Use‑Cases, Resources) + a reusable component library let non‑dev teams publish quickly while staying on‑brand.
GA4 events for demo submit, trial start, CTA clicks, scroll depth, plus UTM standards to attribute campaigns accurately.
