SaaS & Digital Products
Sector projects.
A digital product is the one thing we work on that nobody can pick up. Whoever lands on the page cannot see what they are buying, and has a few minutes to decide whether it beats the tool already in use — often a paper diary. We have come at this sector three times: an operating system for restaurants, a subscription platform for Pilates, and the site of a creative studio that had to prove it can do what it sells.
Why the page fails
Software pages list features. It is the wrong index. Nobody is counting how many things the software does; they want to know which of their own problems disappears. "Integrated CRM" says nothing. "You know who came back and who didn't" says it.
Then the entry barrier. Every extra signup field loses a share of the people who were about to try, and a countdown hurries someone still working out whether they need it.
Then the comparison. Anyone choosing a management tool opens three in one afternoon. If your page cannot say in thirty seconds who it is for — and who it is not for — the only ground left is price, which is the worst way to win.
What a product page has to carry
The jobs the product lifts off a desk, ahead of the functions it contains. Modules, when it does many things: people switch on two and meet the rest later. Onboarding in steps, with a free tier that is a tier and not a stopwatch. Prices in levels that say who each level suits. Real screenshots, because an invisible product is judged on those. And a plain line about what it does not do: whoever reads that believes the rest.
What we built
hoopit is an operating system for restaurants and hospitality, and the size was the problem: eight modules — QR menu, smart bookings, zero-commission takeaway, WhatsApp automation, customer CRM, inventory, real-time analytics, a white-label multi-venue console — read as one more thing to learn when listed together. They activate on demand instead: today's need first, the rest stays off. Bookings run 24/7 with automatic confirmations, and customer data belongs to the venue.
Flow's platform is the subscription case: an on-demand video library, guided premium programmes, live sessions that stay watchable as replays, three tiers — Free, Essential, Complete — and Gift Cards delivered over WhatsApp. Free is not a trial that expires but a level people can stay on, so anyone who moves up does it because they want more, not because the clock ran out.
Wonder Creators was the uncomfortable one: the site of a social media and content studio, people whose trade is making content. Anything ordinary would have argued against the service. Editorial identity, four services numbered like chapters — /01 Content Creation through /04 Branding & Web — the studio's figures on a grid, and photographic collage cut inside the lettering.
Three products, two routes: applications when the product is the tool, and websites that explain something invisible to a reader with three tabs open.
If the product works and the page still lists functions, the product is not the problem. Tell us what yours takes away in the online quote: a few questions and a clear estimate.
Frequently asked.
As modules, not as a list. hoopit has eight — QR menu, smart bookings, zero-commission takeaway, WhatsApp automation, CRM, inventory, analytics, multi-venue console — and a venue switches on only the ones it needs. The page says which problem each one removes, never how many there are.
Usually the web is enough. eSLA has to use the front camera as a pointer and keep working with no connection, and it is still a PWA: it installs from the browser in a minute, on iPhone, iPad and Android, with no App Store in the way.
Almost everything. Someone trying a management tool decides within minutes whether it is worth the switch, and every extra signup field costs part of them. Flow's platform opens with step-by-step onboarding that ends on a free account and a suggested path.
When the studio is the product, yes — and it is the hardest brief on the list. The Wonder Creators site had to prove they can do what they sell: editorial identity, services numbered like an index, the studio's figures set on a grid.
In tiers that say who each one is for, not how many seats it buys. Flow runs three — Free, Essential at €19, Complete at €39 — and the free tier is not a countdown: it is a level you can stay on. People move up when they need more.