Website strategy and design and for sales-led B2B SaaS startups
Take a look behind the scenes of our tried and tested B2B website strategy and design process that focuses on improving clarity and conversions from day one.
Trusted by growth-stage B2B SaaS startups
“Feedback was received really well and it was always clear to me what we could be flexible on and they were able to come up with creative solutions to some of the trickier ideas to implement. ”
“Our initial conversations about brand identity were invaluable. You truly listened and helped us define our business values.”
“Overpass made the process remarkably easy and enjoyable. Their Brand ID workshop enabled us to clearly express our expectations and the final result exceeded our expectations.”
“Overpass did an excellent job revamping our website within a tight timeline. Their approach to planning website production allowed us to stay on track and meet our hard deadline.”
“We have worked on many projects with Overpass, including branding, product development and website redesign. They are an extension of our team and understand our business as well as an employee does.”
“Overpass as knocked it out of the park. Our CMO described it like someone truly knew our brand and had found the right ways to improve it.”
“Landing page design sprit. Designed and developed in under 4 weeks.”
Why Choose Overpass?
We have created 50+ websites and specialise in strategy and design for B2B SaaS sales-led marketing websites
B2B strategy and SaaS expertise
We guide you through ICP definition, product messaging and positioning as part of our website process to ensure your site converts more highly qualified leads.
Scalable design systems
As part of the website revamp we deliver a library of components and website section templates. This allows you to scale efficiently and manage your own website internally in the future.
Websites built for clarity and conversion
In order to improve sales led conversions, you must improve clarity of offer and consumption of key information.
You start by choosing a website refresh or website redesign strategy depending on your needs
Website refresh
A fast tracked project that focuses on elevating the look and feel of your website without modifying the structure and content to heavily.
Website redesign
An in-depth process that looks at a radical visual redesign of your website and includes a restructuring of your web pages and can include a platform migration.
Our signature process is collaborative and surprisingly enjoyable
We guide you through creative workshops, write your project specification and give you feedback frameworks to support you through every step of the project. You sit back, feedback and enjoy.
We take a collaborative approach to defining the strategy and architecture of your site to ensure it is future proofed and allows for effective scaling when growth occurs.
Strategy workshop
Our remote workshop series align your team and ours on everything from ICP definition to product proposition and category analysis.
The strategy survey
60 questions across 6 categories including brand, customer, product and category. This forms the stimulus for the workshops.
Website strategy workshop
A collaborative session defining your website specification. Focussed on prioritising business and user goals with technical requirements.
Website specification
Outlines your website strategy, architecture and communication strategy for each page. We also include a feedback table to allow you to give precise feedback and assess our work.
Information architecture
This is a simplified visual representation of your website, so you can see the page and navigational structure.
The sitemap
A flowchart that shows all of your website pages and how they are structured and linked together.
Page information architecture
We detail the sections and narrative flow of each page. Allowing you to get a sense of the storytelling and flow of information.
Product messaging
Our messaging framework and workshop gives you complete clarity on your product offer and how to articulate it for web.
Product positioning
We look at your category maturity and 3 closest competitors to inform your product positioning strategy and market opportunities.
Product narrative
From customer problems to core features, capabilities and benefits we work with you to define a messaging strategy that can be used across your marketing activity.
Homepage copy doc
We take the messaging strategy and write a best practice homepage copy doc crafted to convert and convey your product offer with maximum clarity.
Wire framing
Building upon the specification and Information architecture we create a complete set of desktop and mobile wireframes.
Low fidelity wireframes
Our first rapid pass of wireframes include contextual placeholder copy to give you an understanding of the narrative we want to tell.
High fidelity wireframes
We then refine the wireframes adding in detail so you have a complete set of desktop and mobile wireframes with ready to publish copy.
Interactive Prototype
The final deliverable is a interactive prototype you can click through to experience the full scale of your site and narrative before we commence with visual design.
We bring to life your website to life with pixel perfect interface design, custom content and micro animations.
Art direction workshop
Building upon the specification and Information architecture we create a complete set of desktop and mobile wireframes.
Category analysis
As a startup your strategy should be to stand out from your competitors. We start by visually charting your category and competition norms and find open spaces for you to own visually.
Inspiration safaris
We bring best in class inspiration from inside and outside your category and explore what you like and dislike as a team.
Visual axis
We map where you want to position your new website visual style and create collaborative mood boards that act as a starting brief.
Stylescapes
These are next generation mood boards that bring to life your future website
Stylescapes
We create 3 initial visual routes for you to give feedback on. These are a mix of original design work and curated graphics to convey an art direction.
Refined routes
Next we take 2 routes forward and refine the design takin on board your feedback and adapting the designs.
UI concept
The lead route is taken forward with additional feedback from your team and we create a website concept so you can see the route in detail before we roll it out across your wireframes
Design system
We create a scalable and flexible library of components and sections that allow you to manage your site with ease.
Elements
These are the elemental parts of your website that make up the foundation of your website. Includes buttons, typography, links and image blocks.
Components
These are the elemental parts of your website that make up the foundation of your website. Includes buttons, typography, links and image blocks.
Sections
Are configurations of components to create website sections. Such as feature grids, pricing blocks and forms.
Templates
Are configurations of sections to create page templates. These include home, product and pricing pages.
Content design
From custom illustrations to product animations we deliver a white glove service and create absolutely everything for your website.
Custom graphics and illustrations
From iconography, to data visualisations and custom illustrations our team create pixel perfect content that communicates your product offer with clarity.
Product visuals
We take your product and bring it life for web. From simplifying or elevating UI elements to creating user flow animations.
Motion animations
We carefully consider on page micro animations and content animations to communicate your product with clarity and create an engaging website that does not distract.
Development preparation
You can work with us in a design only or design and development capacity. Either way we prepare our design files to ensure the development handover is frictionless.
Development notes
We capture design intent for every component and section so our development team can build hyper efficiently.
Quality assurance
Our 2 factor QA process ensures there are 2 rounds of internal feedback before any design or development is shared with a client. Saving you countless hours of feedback time.
Build plan
We work with you to deliver a strategic build plan, so we can launch core pages sooner and you can see value sooner and launch to market faster.
40+ success stories
Our results speak for themselves and we will let our clients sing our praises without tooting our own horn.
“Overpass as knocked it out of the park. Our CMO described it like someone truly knew our brand and had found the right ways to improve it.”
Mac Reddin
Overpass has been incredibly efficient in their delivery of a top notch branding and UX/UI design of our MVP. I have been impressed how you got it right straight away. We've had amazing feedback on our brand.
Veronique Trang
Our initial conversations about brand identity were invaluable. You truly listened and helped us define our business values. Getting an external view on our brand, reflected in our messaging and website, has been massively beneficial. While we could've tried doing it ourselves, the outcome with Overpass is unparalleled, perfectly timing our company's next growth phase.
Georgina Cooke
Having worked with Overpass for a number of years, and other design agencies before this, the introduction of AirTable has been a game changer. Before, design briefs consisted on lengthy excel documents, or lengthy emails with attachments. All of this led to confusion, especially once feedback or changes needed to be implemented. A version 8 of a document would be the norm, when someone else was still using V5. It was also always so tricky so find a previous design, from an old project, to base a new design upon. Without pestering the design agency and lots of back and forth. Have a record of all chefs with copy and associated images in one place. Saves heaps of time when briefing a new design not having to dig out info and re-add to brief. In summary it has saved a lot of time, frustration and stress, making our design process infinitely more efficient.
Maddy Muirhead
We have worked with Matt & Max at Overpass for over four years now on various different projects and they are always a pleasure to work with. One particular project we took from initial development of creative to reality was a project for Estrella Galicia - Estrella Galicia Gastronomy Month, this project really demonstrates how adaptable they are. They are always on-hand for any last minute changes needed they are always very responsive and get the job done extremely quickly when we flag it is urgent.
Hannah Birch
We have worked on many projects with Overpass, including branding and messaging, fundraising decks, product development, sales and marketing, and website redesign. They are an extension of our team and understand our business as well as an employee does.
Adam Montgomery
The team built and branded my website for my new business and it is even better quality than I could have hoped for. The design is imaginative, and fun and completely captures the feel of the business. The process has been quick but quality driven and communication has been fantastic.
Tabetha Cushway
Overpass have been a part of our journey since day 1, from brand ideation through to BAU graphic design work. They are friendly, flexible, and excellent creatives.
Hannah Samano
FAQs
Ask away. From our culture to our creative process and pricing models. Nothing to hide here.
It is a retainer model that allows product marketing teams to have access to our strategists, designers and developers at a comparable monthly cost to hiring a single designer.
Our resource is flexible. Starting from 30 hours, you can scale your support up to 190 hours if needed. Our subscriptions allow you to flex your resource up and down each month with 15 days notice. Have a busy month coming up? Increase your time with us. Not much on? Drop it down to preserve funds.
Every week. Typically our clients choose packages that have 1-2 days of design each week with Webflow development running throughout the month. If something super urgent comes up, we can usually solve it for you within 24 hours.
Book a call with us to discuss your specific needs.
It is not uncommon for us to turnaround urgent tasks of fixes within 24 hours. For more strategic improvements, it completely depends on the task at hand. We assign time estimates to all tasks in our client-facing project management system: Bonsai, so you have a clear idea of when you can expect the improvement to go live.
If you are looking to improve your existing site or need some content designed, start with "Pro design". If you'd like to completely redesign your site, "Full stack" is for you. Finally if you have ambitious growth targets and want to make data-driven decisions and strategic improvements, "strategic full stack" is the one.