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Prashant Kumar Singh
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Freelance project · Websites

Software Agency Website

An agency site where the work does the selling

A brand website for a software agency, aimed at founders and product leaders choosing a build partner. I defined the structure around the buyer’s questions, designed a reusable case study template and set the visual direction.

Role
Product design
Type
Freelance
Platforms
Web
Scope
Website UX, UI design, Brand

01The problem

What needed solving

Agency websites tend to look alike: bold claims, a services grid and a contact form. Buyers comparing studios need to see how a team works, what it has shipped and how an engagement runs before they reach out, and the site had to show that without overpromising.

Who it’s for

  • Startup founders

    A partner who can ship a first version and explain the process plainly.

  • Product leaders

    Evidence of quality and a delivery process they can trust.

  • Operations and procurement

    Clear engagement models and an obvious next step.

  • Prospective hires

    A sense of how the studio works and what it values.

02The main flow

From first look to project brief

The moment in blue is the one the whole design is built around.

  1. 01

    Lands on the homepage

  2. 02

    Scans selected work

  3. 03

    Reads one case study

  4. 04

    Checks how engagements work

  5. 05

    Sends a project brief

03Structure

How Agency website is organised

Everything has one home. Getting this right first keeps every screen simpler.

Home

  • Positioning line
  • Selected work
  • Services in brief

Work

  • Case study list
  • Filter by service
  • Case study template

Services

  • Product design
  • Web and mobile builds
  • Engagement models

Studio

  • Process
  • Team
  • Careers

Start a project

  • Guided brief
  • Book a call

04Key decisions

Choices that shaped it

What I considered, what I chose, and why.

Decision 01

Work leads the homepage

Visitors skim service lists that every agency shares, while the real proof sits two clicks deep.

Considered

A services-first homepage with work as a secondary page.

Chosen

The homepage opens with selected work, each card stating the problem and what was shipped, and services are introduced through the projects.

Why it works

Work shows ability better than claims. The site then depends on good case studies, which is why the template got as much attention as the homepage.

Decision 02

A guided project brief

A bare contact form brings vague messages and slow back-and-forth before a first call.

Considered

Name, email and message fields only.

Chosen

A short stepped brief covering what you’re building, its stage and timeline, with budget as an optional range, ending with a suggested next step.

Why it works

It helps buyers shape their request and gives the team context for the call. Budget is optional so early founders aren’t put off.

Decision 03

Engagement models in plain terms

Buyers hesitate when they don’t know whether to ask for a fixed project, a retainer or a dedicated team.

Considered

Leave engagement models for the sales call.

Chosen

A services section that explains each model: who it suits, how it starts and what you get each week, without listing prices.

Why it works

Clear models help buyers choose before the call. Leaving prices out keeps the page accurate as rates change.

05What’s inside

Key features

Work-led homepage

Selected projects open the site, each with its problem and outcome in a line.

Case study template

One reusable layout that keeps every case study consistent and easy to write.

Guided project brief

A short stepped form that turns a vague enquiry into a useful first call.

Process overview

How a project runs, from first call to launch, shown in a few clear stages.

Studio and careers

Team, values and open roles in one place for clients and future hires.

06Outcome

What was delivered

Delivered

  • Sitemap and page-by-page content structure
  • Designs for home, work, case study, services, studio and contact pages
  • Reusable case study template
  • Visual direction for type, colour and illustration
  • Responsive layouts and hand-off notes

What I learned

  1. 01

    An agency site is mostly a content problem; the case study template mattered more than the hero.

  2. 02

    Asking for budget as an optional range felt like the right balance between context and friction.

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Next step

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I'll tell you how I'd ship it.

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Prefer email? prashantkumarsingh.work@gmail.com

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