Arcflow Website & Onboarding
A focused redesign of Arcflow’s marketing site and product onboarding to improve clarity, trust, and signups.
Arcflow is a B2B SaaS platform that helps remote teams track workflows and document internal processes. The product itself was strong, but their marketing site wasn’t pulling its weight — conversion rates were low, messaging was unclear, and the onboarding flow felt generic.
They brought me in to rethink the full first-touch experience: from landing on the homepage to getting into the product.
Discovery
We kicked things off with a quick analytics audit and customer survey. The biggest drop-off happened right after signup — users weren’t sure what to do next, and many never completed setup. On the marketing side, the messaging was too technical, with no clear benefits upfront.
Website Redesign
I simplified the homepage structure, rewrote the hero section to focus on outcomes instead of features, and designed a modular system of sections that could adapt to different campaigns. We added clear use case pages, social proof, and a lightweight comparison table for competitor context.
The visual language was updated to feel more modern and trustworthy, with better contrast, softer shadows, and carefully tuned typography for long-form reading.
Onboarding Improvements
Inside the app, I worked with their PM to redesign the onboarding flow. We replaced the generic setup wizard with a task-based walkthrough that introduced features contextually. Each step was tied to a real outcome — create a workflow, invite a teammate, document a process — with smart defaults and inline help.
Results
After launch, Arcflow saw a 40% increase in trial-to-paid conversion and a significant drop in early churn. The founder noted that users “felt like they were getting value right away instead of guessing what to do.”
This project was a good reminder that the bridge between product and marketing needs to be intentional, especially for B2B tools that solve complex problems.