The unique design choices we made for Streak’s new website

After 12+ years of running Streak as a bootstrapped company, this is only our second full redesign of the Streak website.

The product—and the company—have changed a lot since the last one. We’ve added robust features, grown the business, and matured in how we talk about what we do. This redesign needed to reflect that.

Our previous site was over seven years old. While the design held up well for its time, it started to feel dated and no longer represented who we are. It didn’t convey the trust, maturity, or authority we’ve earned in our space. We needed a new design that matched the evolution of the product and the people behind it.

We also had a few specific goals:

• Help buyers self-serve by showing how the product works, not just telling them
• Support AIO (AI Overview) visibility with structured, referenceable content
• Sound more like ourselves—direct, conversational, and transparent

We weren’t trying to follow the same SaaS design playbook as everyone else. We wanted a site that you were having a conversation with us when you visited it—and that made some unconventional but deliberate design decisions.

Here’s how we approached it—and what we learned along the way.

Focus on highest-impact pages first

We knew if we tried to tackle every page of our site at once, it would take way longer than we wanted. We needed a new homepage yesterday!

Instead, we focused on the few pages that have the biggest impact—where most people land, explore the product, and make a decision. That meant prioritizing the homepage, features, and pricing pages.

We had a hunch that these are the pages where trust is won or lost, where clarity matters most, and where we could communicate our point of view. Our website traffic data backed up our instincts here, and the decision was clear.

Treating the homepage like an essay

Most SaaS homepages feel like billboards—ours is more of an essay. That was a deliberate and unconventional choice.

After years of explaining Streak to potential users, our founder Aleem started to notice a pattern: there’s a specific way of talking about the product that consistently makes things click. When people hear what makes Streak different and why we built it the way we did, they get it—and they’re in.

We wanted the homepage to recreate that person-to-person moment. The copy is structured to tell a story: what problem we're solving, what the product does, how it works, and why it matters. We lead with perspective and proof—not slogans or marketing fluff.

It’s the opposite of a flashy hero and buzzword-heavy sections. Instead, it’s meant to feel like someone is walking you through the product in plain terms, showing how it solves real problems. A homepage you read, not just scroll past.

A single, comprehensive features page

Another unconventional move: instead of breaking our features into dozens of short subpages, we put them all on one long, scannable page.

We’ve built a robust feature set over the years—and we wanted to show it off clearly, without forcing people to click around. This is the page where you can check every box and see if Streak does what you need.

To make it easier to navigate, we added an index at the bottom that lets you jump to any category. Whether you're looking for email sharing, CRM automation, or AI features, it’s all there—structured and easy to skim.

This approach also helps AI tools understand what Streak offers. Instead of spreading key details across many URLs, everything is visible in one place for LLMs to crawl and summarize.

The result is a single source of truth for both humans and machines.

Design considerations

Redesigning the site wasn’t just about visual polish or brand alignment—it was also about structure and communication. We wanted to make the site genuinely helpful for decision-makers and discoverable and understandable by AI tools surfacing answers from across the web.

Designing for both humans and LLMs

In a lot of cases, writing for humans also means writing well for LLMs. Clear, well-structured content benefits both.

This influenced a number of our content decisions:

• We used clear, scannable headings that match what people (and search engines) are looking for
• We consolidated all of our features into a single longform page that’s easy to reference
• We wrote straightforward, outcome-oriented copy that leads with value, not jargon

This approach helped us sound more like ourselves, serve our human readers better, and position the content to be picked up by AI Overview and other LLM-powered tools.

Illustration-heavy UI without stock imagery

We made a conscious choice to avoid stock photography and generic icons. Instead, our designer created dozens of custom illustrations that showcase actual UI in real-world workflows.

This does a few things:

• Contextual education – Users don’t have to imagine how Streak works—they can see it.
• Brand personality – Our product and tone are approachable, and the illustrations help us show that visually.
• Simple images for complex workflows – A well-drawn UI tells a much clearer story than an abstract icon ever could.

Huge shoutout to our designer for crafting so many thoughtful and expressive illustrations. These visuals don’t just decorate the site—they help tell our story.

Organizing social proof into a “Wall of Love”

After 12 years of building Streak, we’ve accumulated a wealth of authentic feedback from our users. Our customers often say it better than we ever could, so we wanted to put their voices front and center.

We dedicated a lot of real estate on our homepage to social proof because those reviews and testimonials speak directly to the real needs Streak solves. We gathered quotes from all over: our Chrome Web Store listing, LinkedIn, review sites, Reddit, X (Twitter), and support surveys.

We realized many quotes naturally grouped into themes, so we organized the "Wall of Love" around the things people most value in Streak:

• A product that can scale and grow with your business
• Team adoption and long-term usage
• Gmail integration that keeps everything in one place
• World-class support that’s fast and reliable
• A highly customizable CRM that adapts to your workflow

This section builds trust and reduces friction in the buying process. It gives prospective customers the confidence that others like them have succeeded with Streak, and it reinforces our credibility through social validation—without relying on marketing copy alone.

Shipping before the whole thing was done

We didn’t wait for every page to be perfect before launching. Instead, we shipped the new homepage, features page, and pricing page first—because they have the biggest impact.

Launching early helped us stay focused, move faster, and avoid getting stuck in endless polish cycles. More importantly, it meant we could start seeing results and making improvements right away.

In the first two weeks after launching our new site:

• Average pages per session increased 25%
• Installs jumped 66%
• Pricing page views rose 40%
• Features page views rose 50%

Shipping early validated our bet: releasing the right pages sooner drove real business impact—and gave us clarity for what to build next. 

Because of this, we've already been able to ship additional pages much faster.

What we hope others take away

We’re still working on the rest of the site—but we’ve already learned a lot. Here are a few takeaways that might help your next redesign:

• Start with the pages that matter most. Your homepage, pricing, and features pages carry the most weight—prioritize them.
• Don’t wait for perfect. Launching early helped us learn faster and start seeing real results sooner.
• Design for clarity. Whether it’s for buyers or LLMs, clear structure and direct language outperform clever slogans.
• Let your customers speak for you. Thoughtfully organized testimonials build trust faster than any headline can.
• Make it feel human. We treated our homepage like a conversation, not a pitch deck—and it’s working.

We’d love to hear what you think. Check out the site and let us know what resonates—or what you’d do differently.