Simplifying B2B software sales through strategic copy and UX design

QN Solutions, an enterprise-level software matchmaking service, needed to communicate a complex, innovative business model—being the "first ever B2B opportunity generation platform"—to an audience of software vendors seeking qualified leads. The challenge was explaining an entirely new category of service while building immediate credibility and driving conversions.

I designed a conversion-focused homepage that balances educational content with clear value propositions, using progressive disclosure to guide visitors through the concept without overwhelming them.

Strategic decisions:

  • "Skip 75% of your sales process" - Opens with the most compelling, quantifiable benefit

  • "On demand, qualified meetings" - Immediately clarifies the unique value proposition

  • Dual CTAs - "Sign Up Today" for vendors, "Trying to purchase software?" to re-direct buyers

  • Clean visual design - Minimal distractions from the core message

Immediate Impact

Value Proposition Grid: Multi-Benefit Presentation

Content strategy:

  • Pain point focus: Each section addresses a specific business challenge

  • Quantified benefits: ROI calculator, 75% process reduction, qualified meetings

  • Scannable format: Easy-to-digest benefit blocks for busy executives

Key Takeaways

This page tackles one of B2B marketing's biggest challenges: explaining a revolutionary new service model while maintaining clarity and driving action. The design balances innovation messaging with practical benefits, uses progressive disclosure to manage complexity, and strategically deploys social proof to accelerate trust.

Tone-wise, the copy maintains a friendly duality, acknowledging that as a public-facing page, the copy must appeal to both parts of the audience, even if it’s specifically intended for solution providers.

How It Works: Process Transparency

UX considerations

  • Numbered progression: Clear, logical flow from 1-2-3

  • Visual storytelling: Icons and graphics support each step

  • Stakeholder perspective: Shows value for both sides of the marketplace

  • Complexity management: Breaks down sophisticated matching into simple steps

Trust-building elements

  • Recognizable logos: Adobe, Uber, Figma establish immediate credibility

  • Specific testimonial: AWS quote provides concrete validation

  • Quantified community: "15,000+ professionals" creates urgency and legitimacy

  • Strategic placement: Social proof appears after value props but before pricing

Pricing Strategy: Flexibility Focus

  • Flexibility messaging: "Pricing is flexible for every team"

  • Credit-based model: Makes pricing feel more accessible and scalable

  • Custom packages: Encourages direct sales conversations

  • ROI emphasis: Focuses on value rather than cost