Work / VC Media Labs — Founder-led Sales Website
VC Media Labs — Founder-led Sales Website
Designing a founder-led sales website that builds trust and facilitates enterprise conversations.
Problem
VC Media Labs needed a website that would help their founder connect with enterprise prospects and build credibility. The site needed to facilitate sales conversations rather than just providing information.
Client
VC Media Labs
Role
Product Designer
Industry
Media Technology
Type
Marketing Website
Scope
UX Design, UI Design, Brand Design, Content Strategy
Context
VC Media Labs provides media technology solutions to enterprise clients. As a founder-led business, the website needed to establish credibility and make it easy for prospects to start conversations with the founder directly. The site needed to balance professional credibility with approachability, and make it clear how to engage with the founder for sales conversations. Constraints included: - Founder's time constraints requiring efficient lead qualification - Need to establish credibility for enterprise sales - Focus on facilitating conversations rather than detailed product information - Limited content initially available
My role
I designed the founder-led sales website. My responsibilities included: - Strategy for positioning and messaging - Design of website structure optimized for sales conversations - Design of founder profile and credibility sections - Creation of clear call-to-action flows for enterprise prospects - Collaboration with the founder on content and positioning I worked directly with the founder and marketing consultant.
Approach
I researched how enterprise buyers evaluate founder-led businesses and what builds credibility. Many prospects wanted to understand the founder's background and expertise before engaging. Key decisions: - Lead with founder's story and credibility, not just product features - Design clear, low-friction ways to start conversations (calendly integration, email) - Use case studies and client stories to build trust - Keep messaging focused and direct—avoid overwhelming with information I prioritized making it easy and comfortable for prospects to reach out.
Key solutions
Founder-focused homepage
I designed a homepage that introduced the founder's background and expertise upfront, establishing credibility before diving into services. The design felt personal and approachable while maintaining professionalism.
Clear conversation starters
I integrated calendar booking and direct email links prominently throughout the site, making it easy for prospects to start conversations. The CTAs focused on conversation ("Let's talk") rather than generic "Contact us" language.
Trust-building elements
I designed sections for case studies, client testimonials, and founder's media appearances/thought leadership. These elements built credibility without feeling promotional.
Impact
The website successfully facilitated more qualified sales conversations. Prospects reported feeling more confident reaching out because they understood the founder's background and expertise. The clear conversation starters reduced friction—prospects could easily book time or send messages directly from the site. The founder reported receiving higher-quality inquiries after the site launched. The founder-focused approach helped differentiate VC Media Labs in a competitive market by emphasizing personal expertise and approachability.
What I learned
This project taught me how to design for founder-led businesses, where personal credibility is as important as product features. The founder's story and expertise needed to be central to the design. I learned that sales websites work best when they facilitate conversations rather than just providing information. Making it easy to reach out was more valuable than trying to answer every possible question upfront. The trust-building elements were crucial—enterprise buyers need social proof before engaging, so testimonials and case studies had to be prominent without feeling like marketing. I'd explore more personalized content based on prospect type in future iterations.