Form Follows
Friction
Stop using templates. Stop centering gradient text. Start designing structural layouts that route attention and earn the conversion.
Landing pages analyzed.
Average B2B SaaS conversion rate.
The Era of the Blob is Over.
For five years, B2B software design has coasted on the same tired aesthetic: a soft purple-to-blue gradient, a generic 3D abstract shape, and a rhetorical question opener like "Ready to unlock your potential?"
It doesn't work anymore. Buyers are fatigued. They scroll past the fluff searching for concrete details, explicit pricing, and actual screenshots of the software.
We index patterns that perform. Patterns that use asymmetrical layouts to force reading, stark contrast to route the eye, and high-density information architecture to respect the user's intelligence.
This is a library of structural rigor. No AI fluff.
Core Patterns
Browse LibraryThe Decoy Pricing Matrix
Anchoring expectations via a high-tier decoy to drive volume to the middle tier.
Asymmetrical Hero
Breaking the center-aligned curse. Left-aligned copy with right-aligned high-density UI.
Verifiable Social Proof
Using real tweets, exact figures, and named individuals instead of anonymous quotes.
Cart Abandonment
Forced account creation is the silent killer of checkout flow conversion.
Baymard Institute (2023) research across 4,000+ usability sessions reveals that demanding a password before payment drops conversion by nearly 40%.
Read the EssayVisual Hierarchy vs. Decoration
Decoration fills empty space. Visual hierarchy guides the user's eye to the next logical action. Knowing the difference saves your landing page from becoming a Dribbble shot.
The Hierarchy Checklist
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01.
Scale Contrast Is your H1 at least 2.5x larger than your body copy? If not, everything blurs.
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02.
Color Isolation Does your primary CTA color appear *anywhere* else on the page? If yes, change it.
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03.
Whitespace Density Are elements grouped logically by proximity, or is padding distributed evenly?
Calculators & Tools
Stop guessing. We've built robust client-side tools to calculate lift, analyze contrast, and model pricing tiers based on raw inputs.
Conversion ROI Calculator
Model the financial impact of a 0.5% lift in conversion rate.
WCAG Contrast Checker
Verify background/foreground contrast ratios in real time.
SaaS Pricing Modeler
Visualize revenue distribution across 3 pricing tiers.
Scroll Depth Estimator
Calculate effective fold lines across viewport sizes.
The Infinite Carousel
Hiding core features behind a sliding carousel ensures 90% of your users will never see them. Carousels induce banner blindness.
The Stacked Bento
Unpack the carousel. Expose all features immediately in an asymmetric grid. Users scroll vertically much faster than they click horizontally.
No Spam. Just Structure.
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Type is Interface.
The majority of web design is typesetting. When you strip away the gradients and illustrations, your typography must carry the structural load of the page.
Read: Type as InterfaceThe quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. Pack my box with five dozen liquor jugs. How vexingly quick daft zebras jump.
Common Objections
Ugly brutalism is bad. Structural brutalism—where every element has high contrast, clear borders, and explicit hierarchy—actually improves usability. When buttons look like buttons and text is highly legible, cognitive load decreases.
No. This site uses Stark Black and Off-White because it fits our brand. The principle is *high contrast*. You can use Deep Navy and Cream, or Forest Green and Pale Yellow. The key is avoiding low-contrast grays and pastels that fail accessibility checks.
Yes. Asymmetrical desktop layouts gracefully collapse into stacked vertical blocks on mobile. Because we rely on CSS Grid and Flexbox rather than absolute positioning tricks, the structural integrity remains intact across viewports.