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Product story and page system
A clear home, product, use-case and audience structure that explains the value before diving into features.
SaaS website development
A SaaS website that helps people understand the product.
I build product-led marketing websites that make complex software easier to evaluate. Messaging, proof, content, demos and the systems behind them need to work together.
Selected teams I have worked with
Make the product easier to buy and easier to market.
A SaaS website has to serve several questions at once. The structure should help different audiences find the proof they need without making the team maintain a maze of disconnected pages.
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Product story
Product story and page system
I turn the product knowledge inside the company into a website story a buyer can follow. Home, product, use-case, audience and pricing pages each answer a clear question while sharing one consistent narrative. The result explains the value before diving into features and gives the marketing team a structure it can extend without repeating itself.
Buyer confidence
Proof where buyers need it
Different buyers need different reasons to believe the product will work for them. I place customer outcomes, product detail, integrations, security information and relevant case studies close to the claims they support. This helps a visitor build confidence as they move through the page instead of sending them elsewhere to search for reassurance.
Conversion systems
Connected conversion paths
A demo, trial or enquiry journey should connect the website to the team that follows it up. I plan the form, qualification, CRM fields, routing, calendar and confirmation experience as one path. Measurement continues beyond a button click, so the site can be improved around useful opportunities rather than raw submission totals.
Content operations
A usable content model
The page system is supported by components and CMS fields that reflect how the marketing team actually publishes. Repeated content is structured once, flexible areas have sensible limits and ownership is clear. New use cases, resources and product updates can then be added quickly without turning every release into a design or development task.
Relevant work and thinking
Process
Build from the buying decision backwards.
Find the unclear decision
We look at who buys, who uses the product and where the existing site makes them work too hard.
Design the page system
I connect positioning, product detail, use cases and proof into reusable page patterns.
Connect and improve
The site launches with dependable forms, attribution and a way to learn which journeys create useful opportunities.
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Have a specific problem?
Is the site underselling the product?
Send me the current site and the buyer question it fails to answer. We can decide whether the right next move is a focused page, a clearer system or a broader rebuild.
Selected work
See all workSelected websites, apps and connected systems
Testimonials
What clients say
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
Have something to build or improve?
Let's talk about it
Need a website or app built, improved, managed or automated? Tell me what is getting in the way and I'll get back the same working day.
SaaS website development FAQs
Clear answers about scope, process and what happens next.
The build process overlaps, but the content model and buyer journey differ. SaaS buyers may need product detail, use cases, security reassurance, a trial or demo route and proof for more than one stakeholder.
Yes. I can work from an existing design system and product knowledge, then shape the website components, CMS and conversion paths around what the team can maintain.
Not necessarily. A product page, use-case system or demo journey can often be improved without replacing the whole site. I would review the current structure first.
Yes. A focused set of high-intent pages can be the right first move when the wider site is working. I look at the buyer question each page must answer, the proof it needs and what should happen after someone acts.
The choice depends on the team, content model and integrations. Webflow can suit marketing ownership, while Astro or a custom stack can suit more technical content and product connections. I recommend the simplest option that supports the real operating needs.
We agree the useful outcomes before the build, such as qualified demo requests, trial starts or engagement with important product information. Analytics and CRM handoff are then set up around those decisions rather than a long list of vanity events.
need a hand?
I build websites and apps
I work across product marketing and engineering, turning ideas into useful digital products and improving how they perform after launch.
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