Fleetbase
A logistics SaaS marketing site that finally felt like the product it sells.
The challenge
Fleetbase had a great product and a website that looked like it was built in 2019. Hero stock photo. Long-winded copy. A feature page that scrolled forever. They were closing deals despite the site, not because of it.
The solution
I redesigned the entire marketing site around a single thesis: show the product, don't describe it. Every section leads with a real screenshot or a live mini-demo. Copy is half the length. The site loads instantly. The new pricing page alone increased qualified demo requests by 47% in the first 60 days.
The Fleetbase team came to me already knowing what was wrong: their site read like a brochure. They wanted it to read like a product demo.
So we cut. Hard. Three pages of "trusted by industry leaders" copy collapsed into a single line. Six feature pages collapsed into one. Every section that survived had to earn its place by either showing the product or shortening the path to a demo request.
Results
What changed after launch
Demo requests
+47%
Bounce rate
-32%
Lighthouse score
100 / 100
Total page weight
Under 200kb