Effy AI sells performance-review software into a category full of vague promises and gated demos. The homepage does the opposite: a real product screenshot in the hero, a direct comparison table naming Lattice and spreadsheets by name, and a starting price stated in the open — built to convince a busy HR buyer without ever asking them to fill in a form first.
Effy AI builds AI-assisted performance reviews and 360° feedback for small and mid-sized companies — a category dominated by enterprise tools like Lattice, and by nothing at all (spreadsheets). The brief was a homepage that could win a buyer's trust in one visit, using specifics instead of the category's usual vagueness. Below is that homepage, section by section, with the thinking behind each one.
The hero image is the actual dashboard — a real review, a real radar chart — not an illustration of what the product might look like. For a tool this specific, showing the interface does more convincing than another headline could.
Three testimonials, each with a real face on a real video thumbnail instead of a name next to a headshot icon — paired with a plain company count, country count, and star rating instead of a wall of logos.
"Not 15 modules your employees never open" does more work than any feature list — naming the competitor's actual weakness before listing its own two pillars: one system for every review type, and goals wired directly into them.
One click to a walkthrough — no gated video, no "enter your email to watch" — for the visitor who wants to see the product before they'll talk to anyone about it.
The three numbers a busy HR buyer actually stops for: no sales call to launch, a starting price stated in the open, and hours saved per review cycle instead of a vague productivity claim.
A direct table against Lattice and spreadsheets — setup time, free plan, starting price, onboarding — the exact questions a switching buyer is already asking, answered without hiding behind "request a demo."
No compliance-badge wall — just three specific claims (AWS-hosted, GDPR compliant, configurable retention) written for a buyer evaluating the product, not a security auditor filing a checklist.
The lowest-friction close on the page — no new argument, just the two buttons a convinced visitor needs: sign up, or go check pricing.
Product, case studies, and comparison pages sit alongside an "ask about Effy AI" prompt for Claude, ChatGPT, Gemini, and Grok — a footer written for how people actually research software now, not just a sitemap.
Thirty minutes. We'll look at where your homepage is hiding behind adjectives instead of specifics.