Ledgerly - Seed-Stage SaaS Marketing Website
Elisabeth Mauvaisair
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Posted Dec 21, 2025
Designed a clear, strategic marketing website for a fictional seed-stage SaaS.
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Timeline
Dec 17, 2025 - Dec 19, 2025
Ledgerly
Seed-Stage SaaS Marketing Website
Role: Strategy, UX, Visual Design
Scope: One-page marketing site
Timeline: ~48 hours
Tools: Framer
Ledgerly's Landing Page
Project context
Ledgerly is a fictional seed-stage B2B SaaS in the finance/operations space.
The product helps growing teams gain a reliable, shared understanding of their financial reality by unifying data across tools and workflows.
The goal of this project was not to design a dashboard or product UI, but to design a marketing website that could:
Clarify a complex value proposition
Establish credibility for a skeptical audience
Support early sales conversations (demo-driven, not self-serve)
This reflects a common real-world scenario for early-stage founders:
a product exists, but the story, structure, and confidence of the website lag behind.
The problem
Early-stage SaaS teams in operational or financial categories often struggle with:
Explaining what the product actually does without overwhelming users
Differentiating from “just another dashboard”
Building trust before showing product details
Converting interest into demos, not feature comparison
Showing the product too early can create friction instead of clarity.
The approach
The site was designed around sequencing and restraint, not visual spectacle.
Key principles:
Outcome-first messaging before product visuals
Clear abstraction instead of feature lists
Stage-appropriate communication
Design decisions that reduce cognitive load
Rather than leading with UI screenshots, the page establishes:
The legitimacy of the problem
The nature of the solution
The kind of product this is
Key design decisions
1. Hero focused on clarity, not features
The hero section leads with the outcome (“knowing where your business stands”) instead of UI or technical claims.
This helps non-technical founders quickly understand relevance without interpreting screenshots.
2. Problem → consequence visualization
A visual cause-and-effect section maps operational fragmentation to business risk.
This replaces long explanations with immediate comprehension and shows systems thinking without naming it.
4. Explicit boundaries
A “Designed for / Not designed for” section clearly defines who the product is not for.
This builds trust, pre-qualifies leads, and signals maturity.
5. Calm, restrained visual language
Typography, spacing, and component structure were intentionally conservative.
The goal was to feel credible, adult, and stable, not trendy or over-designed.
Outcome
The result is a marketing site that:
Feels like a real seed-stage SaaS
Prioritizes understanding over persuasion
Demonstrates strategic judgment through design
Supports demo-led growth rather than self-serve onboarding
While the product is fictional, the constraints and decisions mirror real client work and common early-stage challenges.
What this project demonstrates
Strategic UX and information hierarchy
Stage-aware SaaS marketing decisions
Systems thinking expressed visually, not verbally
Ability to design under tight timelines
Restraint and prioritization over polish for its own sake
Notes for clients / collaborators
This project was completed quickly to simulate real startup constraints.
It focuses on decision quality rather than exhaustive execution.