Website strategy and design and for B2B SaaS startups
Take a look behind the scenes of our tried and tested B2B website strategy and design process that focuses on improving clarity and conversions from day one.
We start by choosing either a website refresh or website redesign strategy depending on your needs.
Website refresh
A fast tracked project that focuses on elevating the look and feel of your website without modifying the structure and content to heavily.
"We love our partnership with Overpass. We have worked on many projects with them, including branding and messaging, fundraising decks, product development, sales and marketing, and website redesign. They are an extension of our team and understand our business as well as an employee does."
Adam Montgomery
Why Choose Overpass?
We have redesigned 50+ websites over 5 years and our clients choose to keep working with us for on average length of X years.
B2B strategy and SaaS expertise
We guide you through ICP definition, product messaging and positioning as part of our website process to ensure your site converts more highly qualified leads.
Scalable design systems
As part of the website revamp we deliver a library of components and website section templates. This allows you to scale efficiently and manage your own website internally in the future.
Optimised for clarity and CRO
In order to improve conversions, first you must improve clarity. Our strategy workshops our engineered to align your team and ours on your product offer.
Our process
We have redesigned 50+ websites over 5 years and our clients choose to keep working with us for on average length of X years.
Recent work
Some of our recent client launches from 2024
Centrifuge
Redesigning and developing a Fintech SaaS marketing site for finance managers and investors
Commsor
Refresh and rebuild the Commsor marketing website one page at a time elevating the UX, UI while improving the SEO performance.
We take a collaborative approach to defining the strategy and architecture of your site to ensure it is future proofed and allows for effective scaling when growth occurs.
Strategy workshop
Our remote workshop series align your team and ours on everything from ICP definition to product proposition and category analysis.
The strategy survey
60 questions across 6 categories including brand, customer, product and category. This forms the stimulus for the workshops.
Website strategy workshop
A collaborative session defining your website specification. Focussed on prioritising business and user goals with technical requirements.
Website specification
Outlines your website strategy, architecture and communication strategy for each page. We also include a feedback table to allow you to give precise feedback and assess our work.
Information architecture
This is a simplified visual representation of your website, so you can see the page and navigational structure.
The sitemap
A flowchart that shows all of your website pages and how they are structured and linked together.
Page information architecture
We detail the sections and narrative flow of each page. Allowing you to get a sense of the storytelling and flow of information.
Product messaging
Our messaging framework and workshop gives you complete clarity on your product offer and how to articulate it for web.
Product positioning
We look at your category maturity and 3 closest competitors to inform your product positioning strategy and market opportunities.
Product narrative
From customer problems to core features, capabilities and benefits we work with you to define a messaging strategy that can be used across your marketing activity.
Homepage copy doc
We take the messaging strategy and write a best practice homepage copy doc crafted to convert and convey your product offer with maximum clarity.
Wire framing
Building upon the specification and Information architecture we create a complete set of desktop and mobile wireframes.
Low fidelity wireframes
Our first rapid pass of wireframes include contextual placeholder copy to give you an understanding of the narrative we want to tell.
High fidelity wireframes
We then refine the wireframes adding in detail so you have a complete set of desktop and mobile wireframes with ready to publish copy.
Interactive Prototype
The final deliverable is a interactive prototype you can click through to experience the full scale of your site and narrative before we commence with visual design.
We bring to life your website to life with pixel perfect interface design, custom content and micro animations.
Art direction workshop
Building upon the specification and Information architecture we create a complete set of desktop and mobile wireframes.
Category analysis
As a startup your strategy should be to stand out from your competitors. We start by visually charting your category and competition norms and find open spaces for you to own visually.
Inspiration safaris
We bring best in class inspiration from inside and outside your category and explore what you like and dislike as a team.
Visual axis
We map where you want to position your new website visual style and create collaborative mood boards that act as a starting brief.
Stylescapes
These are next generation mood boards that bring to life your future website
Stylescapes
We create 3 initial visual routes for you to give feedback on. These are a mix of original design work and curated graphics to convey an art direction.
Refined routes
Next we take 2 routes forward and refine the design takin on board your feedback and adapting the designs.
UI concept
The lead route is taken forward with additional feedback from your team and we create a website concept so you can see the route in detail before we roll it out across your wireframes
Design system
We create a scalable and flexible library of components and sections that allow you to manage your site with ease.
Elements
These are the elemental parts of your website that make up the foundation of your website. Includes buttons, typography, links and image blocks.
Components
These are the elemental parts of your website that make up the foundation of your website. Includes buttons, typography, links and image blocks.
Sections
Are configurations of components to create website sections. Such as feature grids, pricing blocks and forms.
Templates
Are configurations of sections to create page templates. These include home, product and pricing pages.
Content design and animation
From custom illustrations to product animations we deliver a white glove service and create absolutely everything for your website.
Custom graphics and illustrations
From iconography, to data visualisations and custom illustrations our team create pixel perfect content that communicates your product offer with clarity.
Product visuals
We take your product and bring it life for web. From simplifying or elevating UI elements to creating user flow animations.
Motion animations
We carefully consider on page micro animations and content animations to communicate your product with clarity and create an engaging website that does not distract.
Development preparation
You can work with us in a design only or design and development capacity. Either way we prepare our design files to ensure the development handover is frictionless.
Development notes
We capture design intent for every component and section so our development team can build hyper efficiently.
Quality assurance
Our 2 factor QA process ensures there are 2 rounds of internal feedback before any design or development is shared with a client. Saving you countless hours of feedback time.
Build plan
We work with you to deliver a strategic build plan, so we can launch core pages sooner and you can see value sooner and launch to market faster.
40+ success stories
Our results speak for themselves and we will let our clients sing our praises without tooting our own horn.
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Mac Reddin
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Veronique Trang
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Georgina Cooke
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Maddy Muirhead
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Hannah Birch
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Adam Montgomery
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Tabetha Cushway
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Hannah Samano
FAQs
Ask away. From our culture to our creative process and pricing models. Nothing to hide here.
It is a retainer model that allows product marketing teams to have access to our strategists, designers and developers at a comparable monthly cost to hiring a single designer. You can pause or cancel anytime.
On our Essential Engine tier you get 25 hours per month of design and development. Plus a dedicated project manager.
On our Vision Builder tier you get 40 hours per month of design and development. Plus a dedicated project manager.
On our Growth Machine tier you get 65 hours per month of design and development. Plus a dedicated project manager, UX copywriter, conversion rate optimisation, heat mapping analysis and a monthly website strategy workshop.
We ensure all of your time with us is productively spent and used, as we proactively suggest tasks every month to ensure there is constant cycles of improvement.
We handle design and development tasks differently.
Our developers are always available to turnaround small tasks in 24 hours.
Our dedicated designers are booked to work on your website on specific days every week depending on what tier you are on. So you know exactly when we are working and on what.
Just that. We set you up in Linear (our task management platform) and you can add as many tasks to the backlog as you like. We work through them in order of priority
Small development tasks and bug fixes are typically resolves within 24 hours.
Designing and developing a entire new pages takes about 2 weeks including feedback rounds.
Book a call so we can talk you through the plans and recommend the best to solve your current problems.
Usually we recommend starting out on our Vision Builder tier and then we can take it from there. You can always bolt on more hours if you have more tasks you want us to get through faster.
All our subscriptions are rolling 90 day contracts which you can pause or cancel anytime.