Halden - Landing Page Concepts
Halden sells to grid operators, and there were two good ways to pitch it: tell them what's coming, or show them everything happening now. Rather than pick one on instinct, I designed the landing page as an A/B test so real traffic decides.
The two pages share one 12-column grid, the same section order, type system and components. Each variant changes only its message, its hero visual and its light color, so any difference in demo requests comes from the pitch and not the layout.
The work was building a system flexible enough to carry two different stories without either one feeling like the backup version.
Forecasting (act before demand spikes) vs metering (see and bill every kilowatt)
I'd pick Forecasting. "From meter reading to early action" tells a grid operator what they get in one line. Did you write both hero lines before designing the visuals?
Just shipped Rentroll: a Framer template for residential real estate funds.
Most fund sites open on a skyline and an "Invest now" button. Rentroll opens on a live countdown to the next payout and the rents coming in.
→ A scroll-driven rent roll runs from day 1 to payday, city by city
→ Follow the Rent traces €100 from the tenant to the investor, cost by cost
→ Every building gets its own CMS page with a facade: point at a window to see its rent
→ One Performance page for the share price, every payout and every fee
14 pages, 6 CMS collections, 3 code components, a Start Here page in 13 steps and 6 Agent Skills.