We studied diligencesquared.com and reimagined the landing page from scratch. Here is what we would change and why.
// Audit
What We Noticed
The current Framer site feels like a generic SaaS template. For a YC-backed company with $5M in seed funding and an ex-Blackstone founder, the design does not match the calibre of the team or the product.
The hero section lacks the visual authority PE buyers expect. When your customers manage billions in AUM, your site needs to feel institutional and premium from the first fold.
There is no clear contrast between the old way (expensive consultants) and the new way (DiligenceSquared). The strongest value proposition in the business is buried instead of being the centrepiece.
Typography is safe and small. The page reads like a blog post, not like a product that replaces $500K McKinsey engagements. Bold editorial type would create the confidence and trust PE firms respond to.
// Rationale
Our Approach
Light theme with warm white (#FAFAF8) background, chosen deliberately. PE firms operate in boardrooms and on Bloomberg terminals. A clean, light design signals transparency and institutional credibility, not another dark-mode AI startup.
Serif headlines (Instrument Serif) paired with Inter body text. In finance, serif typography signals authority, heritage, and trust. Think Bain & Company, Goldman Sachs, or The Economist. The serif/sans pairing gives DiligenceSquared the gravitas its customers expect.
Deep navy (#1A2B4A) plus gold (#C9A84C) as the accent palette. Navy is the colour of institutional finance. Gold reinforces premium positioning. Together they say: "This is serious money, handled seriously."
Old vs. New comparison section that makes the value proposition impossible to miss. $500K and eight weeks, crossed out, replaced by hours and one analyst. This visual storytelling does the selling before anyone reads a paragraph.