Asymmetric Homepage Design — Feedback & Revisions

Overview

During the April 2026 marketing call, the team reviewed Michał's initial homepage Figma mock-up for the Asymmetric website rebuild. The core directive: the homepage must tell the full company story on a single page. A visitor who never clicks deeper should still come away knowing who Asymmetric is, what they do, who they work with, and why they can be trusted.

The design was well-received overall, but a number of specific revisions were requested before development begins in Next.js. See ^[1] for the broader tech stack decision.

Design Principles Established

• One-page story: Assume visitors are ADD and won't navigate deeper. Answer: Who are we? What do we do? Who do we work with? Why trust us?
• Results over creativity: The primary reason clients hire Asymmetric is results. The homepage should lead with that, not just aesthetics.
• Avoid over-indexing on specific clients: Client images throughout the page create maintenance burden when relationships end. Reserve client imagery for the logo banner and dedicated case study sections.
• Social proof early: The client logo banner (Coca-Cola, etc.) should appear near the top to establish credibility immediately — but balance this by signaling that Asymmetric works with clients of all sizes, not just enterprise.

Section-by-Section Feedback

Hero Section

• Current state: Placeholder video/image (Coruscant building image used as stand-in).
• Required change: Replace with a short, compelling clip or image of actual work or client beauty — something that represents what Asymmetric produces, not a random stock visual.
• Former client imagery (e.g., Hooper) should not appear here since they are no longer a client.

Client Logo Banner

• Current state: Present in the mock-up, positioned mid-page.
• Required change: Move to near the top of the page for immediate social proof.
• Past clients are acceptable in the banner; this is lower-stakes than featuring their imagery throughout the page.
• Add framing that signals range (large enterprise and small local clients) to avoid scaring off smaller prospects.

Metrics / Data Section

• Current state: Includes a stat showing number of active clients.
• Required change: Reframe or replace the active client count — it can make the company appear small or expensive depending on the number shown.
• Consider showing cumulative clients served, or replace with a metric that conveys scale without inviting unfavorable comparisons.
• After the logo banner establishes credibility, the metrics section becomes less critical — prioritize quality of framing over quantity of data points.

Results Section

• Current state: High-level claims about results with no supporting evidence on the page.
• Required change: Add a specific case study example immediately below the claims — the Doodle Farms engagement (quadrupled sales in a few months) was cited as the ideal candidate.
• Structure: Here's the kind of results we get → Here's a real example.
• A "Learn More" link can point to the full case study page; the homepage just needs enough to make the claim credible.

Services Section

• Current state: Services listed with numbers (1, 2, 3) and slashes between items, creating visual clutter.
• Required change: Remove the numbers and slashes. Use an icon + label format to simplify the layout and reduce cognitive load.

CTAs

• Current state: "Learn More" links in red copy; a "Your Edge" button in the navigation.
• Required change: CTAs need to be action-oriented and specific. Examples: Schedule a Free Consult, Get Your Competitive Analysis, Book a Free Meeting.
• The nav CTA ("Your Edge") should be sticky — it should persist as the user scrolls.
• Consider a persistent floating CTA element (similar to a chatbot button) in a corner that expands on hover to offer 2–3 choices.
• "Learn More" alone is not a call to action.

Case Studies Section

• Current state: Client-specific case studies only; some feature former clients or clients whose work Asymmetric didn't directly produce (e.g., Paper Tube product images).
• Required change: Mix two types of case studies:
  1. Client-specific: e.g., Bluepoint (acceptable as a case study even if no longer active)
  2. Project/capability-based: e.g., Out-of-Home Advertising, E-Commerce, Spotify Ads, Interactive Calculators — showcases capability without tying to a single client relationship
• Remove images of former clients from general layout; keep them only within their dedicated case study cards.
• Do not use imagery for work Asymmetric didn't actually produce (e.g., Paper Tube product shots).

Action Items

Related

• ^[1]
• ^[2]