Strategic Web Designer & Art Director for B2B and Tech companies.
Argentina
Joined February 2023
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Website design for Atelier Monolit, an architecture visualization studio.
Editorial design exploration
I totally agree with this!
Sure, a client could vibe design and code their own site, or any addition to it, but I still go to the barber and I'm happy to pay a good price for it.
Could I cut my own hair? Yes.
Would I look like shit? Also yes.
DIY has always been around. AI just made it easy to apply to the digital world. But DIY is always going to look like DIY.
Serious brands get this. They know their site is often the first impression people have of them, and they'd rather pay someone who does this every day than ship something that looks homemade. Those are the clients I work with, and they're not going anywhere.
SUGA is building cutting-edge technology for the fintech ecosystem. Their logo didn’t say that.
It didn’t represent the product or the team.
A rebrand closes the distance between what you build and what people think you build.
If your value proposition sounds like everyone else’s, prospects will only compare you on price.
Too many Fractional CFO websites use the same generic headline:
“Fractional CFO Services for Growing Businesses”
Why this hurts conversions
1- Zero differentiation: It describes the category, not the outcome.
2- Vague targeting: "Growing businesses" applies to a local bakery or a $10M SaaS.
3- No authority: It positions you as a commodity, not an executive partner.
The Solution: Precision Positioning
For Crestview Advisory, I turned vague copy into a high-converting hero section.
Headline: The Strategic CFO Partner for $1M–$10M B2B Companies.
Great B2B web design isn't just about sharp visuals, it’s about message architecture and positioning clarity.
Does your hero headline describe what you do, or the exact outcome you deliver?
My own website went 3 years without an update. It showed my work, but never explained who I work for.
So I redesigned it: one headline, one main action above the fold, and a shorter page.
Less to read. More reasons to act.
Take a look! ivanwillenberg.com/?v=2
A few weeks ago I published REVAI as a landing page concept.
Today it's a real template you can use for your product.
An animated, fully responsive landing page template for AI and SaaS products, built in Framer.
Animated headlines, scroll reveals, a contact page and a Design System guide included.
Grab the template here: framer.com/marketplace/templ…
We are in days where the tool matters more than the designer. I wonder what the tool would be without the designer..
A redesign without a strategy audit is the same mistake twice.
Most sites don't need prettier colors. They need positioning
Your website hierarchy should answer five things:
What do you do?
Who is this for?
Why should I care?
What's the next step?
How do I reach you?
If these aren't crystal clear, your bounce rate is telling you something.
Hero Giveaway!
I’m sharing this exploration I worked on these past days, where I tried to design in favor of the image to reinforce the headline message. The designs are available in the Figma community, free to use for your own explorations. If you use them, I’d love to see the results, so make sure to tag me!
figma.com/community/file/168…
Hero section exproration: Glacier, a compliance platform for SaaS teams.
The brief: security should feel calm, not stressful.
A still lake and one peak carry the calm. Technical type carries the precision. A halftone texture ties them together.
Do you need a website that matches the level of your product or service? Send me a DM or book a call. cal.com/ivan-willenberg-vdlf…
