We're rewriting the landing page for Gelato Balancing, our recipe app for Italian gelato laboratories.
The old page read like a SaaS feature tour. The new direction reads like a workshop: a serif hero — Bilanciato al grammo. — beside a photograph of brass scales and a handwritten recipe notebook.
What changed
- Serif headline + lowercase tagline ("Bilanciato al grammo.") instead of utility verb phrases
- Hero photography from the actual workspace: scales, rose petals, recipe notes
- Mid-section copy reframed: "We make software for people who measure in grams, not estimates."
- Process strip: "From a stack of PDFs to a balanced recipe." — the felt pain, not the feature
- A small-atelier signature throughout, no enterprise framing
Why
Gelato chefs aren't software buyers. They're craft people, and craft people recognize craft. A SaaS tour landing gets dismissed in three seconds; a workspace photo and an Italian headline get a second look.
Next
The new page is on a QA preview; we're polishing copy before swapping the production site. Watching whether the slower, photo-led layout converts free-trial starts as well as the old feature-led one did.