I feel like my original answer ended up playing to that tendency to undervalue design here. Which ain't great. I guess my point was that it's super easy to look at a design and feel like it looks great and miss the fact that design is developed closer to the conclusion of a process that begins with developing a compelling message and story. Because folks miss that, "what's a great landing page?" is a question that usually ends up delivering a lot of landing pages that look the dopest, appeal to the most people, whose design and message is accessible, rather than landing pages that are actually successful at doing what they need to do (which may fly right by folks not in the intended audience).

Fwiw, I think you're right. 3x is probably what the match of design and message results in, especially because a lot of what software does can't be described merely in words. It needs design to put the accent on the right things, or else will fail to communicate (most of the time).

> Design is incredibly undervalued on HN

Looks like we're reading different HNs.

Nice that you posted client examples.

I think your examples do not really prove the role of visual design conclusively because in the 18 month time-frame, the folks at Groove must have had several efforts running concurrently with the explicit goal of increasing revenue. The web site facelift you were engaged for happened to be one of the steps they took towards that goal.

For instance, they would have intensified sales, marketing, customer success, fixed bugs in the product etc in addition to the revamped website, so we can't really pin the significant jump in revenue from $1m to $5m on visual refresh alone.

Not trying to diminsh the work that you did, merely trying to put things in perspective because our tendencies as humans is to misattribute causation, which is bound to happen if all contributing factors to a thing's success are not properly considered.

I really like your phrasing, "serious customers who can "trust" their company based on the site." Design isn't a "bell and whistle," it's the first impression of your product and the first opportunity to stand out. Someone who invests in good design has shared values with me, is willing to make permanent investments in there company, and is confident in their image and their product.

Hey Moe its ok if you are not comfortable answering this. What would be the ballpark budget for this kind of work.

While I do think your design is good. I think the main reason you got more conversions are that you put more focus on social proof, so instead of showing technical details you show how many are using the software as well as a smiling face of satisfied customers.

can you elaborate on colors (Groove)? Why does the landing page has orange, green + two shades of blue? Blue is in their logo, but red is missing. Instead there are orange and green. I have little to no experience in visual design. But intuitivelly I would expect fewer colors and better adjusted to match brand colors.