Most redesigns do not fail in Figma. They fail before it, when nobody agreed on what the company actually says. The team picks colours and layouts for a message that is still moving, and three months later the new site says the same vague thing in a nicer font.
So before we design anything, we run a short positioning workshop. It comes down to four questions.
Not “mid-market companies”. A person, with a job title, who gets blamed when this goes wrong. If you cannot name them, the homepage will talk to everyone and land with no one.
Your real competitor is rarely another startup. It is a spreadsheet, an agency, an intern or doing nothing. Knowing the current alternative tells you what you need to beat and what language the buyer already uses.
Every buyer has a trigger: a new hire, a missed quarter, a tool that stopped scaling. Name the trigger and the page can meet the buyer at the moment they start looking.
If the message changes every time a different founder explains it, the website cannot fix that. The workshop can.
Logos, numbers, quotes, a live demo, a free audit. Different buyers trust different evidence. We decide which proof leads before we decide where it sits on the page.
With that on one page, design gets faster and the debates get shorter. Nobody argues about the hero image when everyone agrees on the headline.
We review your homepage and key pages and send back a prioritised list of fixes.