Arredametro

Challenge

CRM websites are one of the most competitive categories in SaaS. Every platform promises the same thing: automation, productivity, visibility, AI insights. The issue is that buyers don’t struggle to find CRMs with features. They struggle to find CRMs they can trust. Most teams have already used a CRM that became a messy database. Stages got inconsistent. Forecasting became unreliable. Reporting looked good but didn’t match reality. So the goal of Arcline’s homepage wasn’t to “introduce another CRM.” The goal was to communicate one thing clearly: this is a CRM built for pipeline discipline, not chaos.

That’s what makes a sales leader book a demo.

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Conversion

If Arcline launched with a generic SaaS website structure, it would fall into the same trap as most CRM platforms: looking polished, but failing to build belief.

We designed against the exact friction points that usually kill demo conversion:

  • unclear positioning in the first scroll
  • feature overload without narrative structure
  • weak credibility signals early in the page
  • no proof that forecasting is actually reliable
  • product visuals used as decoration instead of evidence
  • pricing that feels either too vague or too enterprise-heavy
  • CTA flow that doesn’t guide a decision, only asks for one

A buyer doesn’t need more information.

They need confidence fast.

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Decisions

This concept was built with one principle:

The homepage should feel like a sales conversation led by a strong RevOps operator.

Instead of writing feature-heavy copy, we structured the page around buyer questions and decision pressure.

Key strategic decisions:

  • Position Arcline around forecasting confidence and pipeline structure, not automation
  • Use the first scroll to establish category clarity immediately (CRM + pipeline discipline)
  • Stack trust early to reduce skepticism before product claims
  • Use UI visuals as proof of structure and usability
  • Keep copy short, operational, and confident
  • Build section order around evaluation logic: clarity → proof → capabilities → pricing
  • Design pricing to support decision-making, not overwhelm it
  • Repeat CTAs naturally as checkpoints, not aggressive pushes

This is the difference between a design-first site and a conversion-first site.

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Homepage Structure

The homepage was designed as a linear decision path, based on how SaaS buyers evaluate CRM platforms.

The structure follows this sequence:

  1. Clear positioning and outcome-led hero
  2. Immediate credibility layer (logos + trust signals)
  3. Problem framing: why pipeline breaks inside most CRMs
  4. Product explanation through visual proof
  5. Capability breakdown (organized, not overwhelming)
  6. Pricing designed for scale and upgrade clarity
  7. Integrations to reinforce ecosystem readiness
  8. Testimonials to validate real-world trust
  9. FAQ to remove objections and procurement hesitation

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