Most redesigns fail quietly. The new site launches, everyone internally agrees it looks better, and the numbers stay exactly where they were. The usual cause is not bad taste. It is that the design was built to win the review meeting rather than to help the customer finish a task.
The stakeholder trap
Every review adds a preference: a bigger logo, the CEO’s favorite color, a section about the company history because the board asked. Each request is reasonable on its own. Together they push the thing a customer came for further down the page.
A simple test: for each section, ask “which customer question does this answer?” If nobody can name the question, the section is there for you, not for them.
Start from the job, not the layout
Before opening Figma, write down the three jobs visitors hire the page to do. For a B2B service it is usually: understand what you do, trust that you can do it, and know what happens next. Each job gets a section, in that order, with the proof closest to the claim.
- Use the words customers use in sales calls and support tickets, not internal product names.
- Put pricing signals or a clear “how we start” step above the fold if your buyers ask about cost first.
- Replace generic stock imagery with work, screenshots or people who actually work there.
Measure what the design is for
Agree the metric before the design starts: booked calls, trial starts, quote requests. Then review design choices against that metric, not against opinion. When a stakeholder wants a change, the question becomes “what do we expect it to do to booked calls?” That one habit removes most design-by-committee.
A quick checklist
- Can a first-time visitor say what you do within five seconds?
- Is the primary action visible without scrolling on a phone?
- Is every claim followed by proof within one scroll?
- Would a customer miss any section if you deleted it?
Designing for them is not about removing your brand. It is about making your brand useful to the person reading it. If you want a second pair of eyes on a page that looks good but does not convert, book a 20-minute call and we will walk through it with you.
