Purpose of a Multi-Page Startup Website
A landing page is for conversion. A multi-page website is for credibility, storytelling, and trust-building across multiple stakeholders:
Customers → learn what you do, how it works, and why it matters.
Investors → see traction, vision, and long-term credibility.
Talent → decide if they want to work with you.
Press & partners → get the right information instantly.
Think of it as your digital headquarters — not just a sales tool.
Page‑by‑page structure (what to include & why)
🔝 Global Elements (Apply to Every Page)
Navigation Bar
Logo (top-left) → Always links to homepage. Small but sharp.
Links (center or right) → Keep 5–6 max (Home, Product, Solutions, Pricing, Company, Blog/Resources, Contact).
CTA Button (right) → High-contrast button (Book Demo, Start Free). Always visible.
Sticky behavior → Navbar follows as user scrolls.
Mobile menu → Collapsible, with same CTA inside.
Footer
Column 1 (Brand) → Logo + 1-line about company + social icons.
Column 2 (Product) → Product links (Features, Pricing, Integrations).
Column 3 (Company) → About, Careers, Press.
Column 4 (Resources) → Blog, Case Studies, Docs.
Column 5 (Legal) → Terms, Privacy, Security.
Newsletter / Signup bar → Optional.
🏠 Homepage
Purpose: Communicate who you are, what you do, and funnel to next step.
Sections:
Navigation (see global).
Hero → Headline promise + subheadline explanation + product visual + CTA.
Social Proof → “Trusted by X companies” logos.
Problem & Solution → Old way vs new way section.
Product Highlights → 3–4 key feature callouts with mini screenshots.
Customer Logos/Testimonials → Short quotes or logos.
Case Study Spotlight → One powerful success story.
Secondary CTA Block → Reinforce demo / sign-up.
Footer (see global).
📦 Product Page
Purpose: Deep dive into what you actually sell.
Sections:
Hero → Product headline (“The easiest way to [achieve outcome]”) + product screenshot + CTA.
Features Grid → Each block has headline, short text, screenshot/illustration.
Detailed Walkthrough → Step 1, Step 2, Step 3 of product usage.
Comparison Section → Show how you beat status quo or competitors.
Integrations → Display logos + “Works with your stack.”
Security/Compliance → Highlight if relevant (SOC2, GDPR).
Customer Quotes → Product-specific feedback.
CTA Block → “Start free trial” / “Book a demo.”
💰 Pricing Page
Purpose: Transparency + conversion.
Sections:
Hero → “Simple pricing that scales with you.”
Pricing Table → 3 tiers max; Starter, Growth, Enterprise.
Each tier has: price, who it’s for, 4–5 bullets, CTA button.
Highlight “Most Popular.”
Toggle → Monthly vs Yearly.
Feature Comparison → Detailed breakdown table.
Guarantee Section → Refund/cancel anytime.
FAQ → Pricing-specific FAQs.
CTA Block → Button repeated at bottom.
👥 Customers Page
Purpose: Social proof, trust, proof of value.
Sections:
Hero → “See how [Startup] helps companies like yours.”
Logo Wall → Customer logos.
Case Studies Grid → Each card: logo, short quote, “Read full story.”
Metrics → Stats like “Saved 40% time,” “2x faster results.”
Video Testimonials (optional).
CTA → Invite reader to book demo after seeing success stories.
🏢 Company Page
Purpose: Humanize + attract talent + impress investors.
Sections:
Hero → Mission statement.
Our Story → Founding vision + problem solved.
Team Section → Founders with bios + team grid (optional).
Our Values → Culture principles.
Investors/Press Logos → If available.
Join Us CTA → Link to Careers page.
📚 Blog / Resources Page
Purpose: SEO + authority building.
Sections:
Hero → “Insights and resources from our team.”
Search + Filters → Categories/tags.
Blog Grid → Cards with image, title, excerpt, date.
Featured Post → Highlight one big guide/playbook.
Subscribe CTA → Newsletter form.
📞 Contact Page
Purpose: Make it easy to reach you.
Sections:
Hero → “We’d love to hear from you.”
Contact Form → Name, Email, Message, Dropdown (“I’m a customer/investor/press”).
Direct Info → Email, office location, support.
Map Embed (optional).
CTA → Link to book a demo call.
👩💻 Careers Page (Optional but critical for Series A/B)
Purpose: Attract talent.
Sections:
Hero → “Join our mission to [X].”
Culture/Values → Why work here.
Team Photos / Quotes → Humanize.
Open Roles List → Filterable job board.
CTA → “Apply Now.”
🔐 Security Page (Optional for B2B/Enterprise)
Purpose: Build trust with technical buyers.
Sections:
Hero → “We take your security seriously.”
Certifications → SOC2, GDPR, HIPAA.
Practices → Encryption, backups, monitoring.
FAQ → Security-specific Qs.
📑 Legal Pages
Privacy Policy
Terms of Service
Cookies Policy
📌
Note: Every single page must flow back to a CTA (Book Demo / Try Free / Join Us). That’s how we convert visitors into customers, talent, or investors.
🏆 Golden nuggets!
Stage-Specific Website Evolution
Seed Stage
Lightweight website, 4–5 pages (Home, Product, About, Careers, Contact).
Focus on clarity, simplicity, and initial proof of traction.
Investors + early customers are main audience.
Series A
Expanded site: 7–10 pages.
Solutions pages, pricing, culture-heavy careers page.
Stronger storytelling & design polish.
Start SEO + resource content for long-term growth.
Series B
Fully scaled brand presence (10–15+ pages).
Dedicated sections for security, enterprise readiness, PR/press.
Deep use-case pages for industries.
Careers page becomes a recruiting microsite.
Global-ready design (multi-language, performance optimized).
Design & Storytelling Best Practices
Homepage
Should open with a strong promise (“We help X do Y in Z way”).
Must clearly answer within 5 seconds: What do you do? Who do you help? Why does it matter?
Use social proof (logos, testimonials, investors, press mentions).
Guide the user to key flows (Demo, Pricing, Careers).
Product Pages
Focus on outcomes, not features.
Use visuals: product screenshots, animations, interactive demos.
Storytelling structure: Problem → Solution → Proof → CTA.
Careers Page
Beyond job listings → show mission, team culture, perks.
Include photos of the team, quotes, or “life at [Startup].”
Clear hiring funnel (roles, benefits, direct apply).
About Page
Tell the founder story.
Showcase values + vision.
Include backers (investors, accelerators, notable partners).
Blog / Resources
Early: simple blog.
Later: thought-leadership hub (guides, playbooks, case studies).
Drives SEO + credibility.
Zyner’s Website Design Principles
Clarity First
No jargon. Write for an intelligent outsider (customer/investor).
Each page should have a single clear “why it matters.”
Hierarchy & Flow
Strong visual hierarchy (headlines, sub-headlines, visuals).
Every scroll should feel like a guided journey.
Human Storytelling
Use customer or founder stories, not just product details.
Make the site emotional + aspirational.
Scalable Design System
Built in Figma as a reusable design system.
Easy to expand for future fundraising, team growth, global scale.
Built for Conversion
Primary CTAs: Book Demo / Try Free / Join Us.
Secondary CTAs: Learn More / Contact.
Performance & Trust
Fast-loading, mobile-optimized, secure.
Include security/privacy pages early.
Development Workflow (Zyner Way)
Design in Figma → We create the system, pages, and flow.
Develop in Framer → Fast, scalable, CMS-powered, easy to maintain.
Integrations → Analytics, SEO, CRM (HubSpot/Cal.com), ATS (Greenhouse/Lever).
Handover → We leave clients with a design system + CMS so their team can update easily.
Customer Mindset Checklist
When a customer / investor / talent lands on the site, they’re silently asking:
Do I instantly understand what they do?
Does this feel credible (backers, traction, proof)?
Do I trust this product for my business (security, pricing, testimonials)?
Do I want to work with them (culture, vision)?
Is it easy for me to take the next step (contact, demo, apply)?
If the answer isn’t YES to all, the website isn’t working.
Success Metrics
Bounce rate < 50%
Avg time on site: 2–3 min+
Clear conversion rates: Demo booked, Job’s applied, Newsletter subscribed.
Investor feedback: “Your website made your traction obvious.”