The problem
Project tools are a crowded category where every homepage promises the same thing. A new Kanban cannot win on a feature list, so the site had to say in one line who it is for and why it feels different.
The approach
I picked one buyer, product teams who are tired of heavy tools, and wrote everything for them: "The Kanban your team will actually open on Monday." The marketing site and the product UI share one visual language, so the first screen of the app looks like the promise on the homepage.
The result
A live product at orba.work with a free plan for small teams, and a marketing site that loads fast and sends every visitor to one next step.
Positioning before pixels
The first week went on words, not screens. Who the product is for, what it refuses to do, and the one sentence a team lead would repeat to a colleague. "Quiet, fast, opinionated" came out of that week and shaped every later decision.
Saying no was part of the positioning. Orba does not try to be a wiki, a chat or a roadmap tool, and the site says so.
One language for the site and the product
Marketing sites for SaaS often look like a different company from the app behind the login. Here the type, spacing and motion are shared, so the sign-up step feels like walking through a door, not changing buildings.
The pricing is short enough to read in one glance, with the free tier stated plainly instead of hidden behind a sales call.
What it shows about my process
This is the same sequence I run for clients: positioning in week one, design and copy agreed before the build, then a fast, measured site. The difference is that on Orba I am also the one living with the product every day.