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)

Primary metric: Demo requests from the hero CTA

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?

The result is Saraya Partners, a fictional healthcare operating partner. Calm, clear, and built around proof instead of promises.

Just an exploration, but it changed how I think about B2B sites.

https://restufiqih.github.io/saraya/

"Hospitals that run as well as they care" is a strong line, and the partner logos right under the hero deliver proof instead of promises. The text over the dark photo gets a bit lost, a touch more contrast would help. Good rule to design under.