You Didn’t Lose the Sale at the End. You Lost It at the First Scroll
What Founders Get Wrong About Websites, Decks, and Design, And How To Fix It Fast.
Welcome back to Changemakers, the newsletter for founders, storytellers, and operators building the next generation of impact-led ventures.
Today we’re talking about design. But not in the usual sense.
Not about style, polish, or identity, but about decision-making.
Because design is not just how something looks. It’s how it moves someone. And when your customer, investor, or partner is trying to make a choice, your design either guides them, or it doesn’t.
Today’s topics…
→ Spotlight: The Moment They Leave
→ Why Design Has One Job: Support a Decision
→ How Founders Confuse Message with Monologue
→ Five Moments You Must Design For
→ Founder Checklist: What to Audit Right Now
Drop me a note anytime at mission@brighterfuture.studio or reach out to me directly at aaron@brighterfuture.studio, alternatively, you can view our capabilities deck and detailed flagship cases here.
Note from Aaron C. Leaman (Founder of Brighter Future): As we head into the summer slowdown, we’re already booking ahead for September. If you know a rebrand, landing page, pitch refresh, or messaging overhaul is coming, now’s the time to line it up.
We’ll be sharing some exciting updates soon on larger projects already in motion, but if you’re planning a raise, launching a new offer, or want to clarify how you show up, let’s talk now so you’re ready to move fast come autumn.
Spotlight: The Moment They Leave
They land on your site.
They're curious.
They're open.
They’re here to solve a problem.
But the page starts with your mission.
Then your vision.
Then a bold statement about your impact.
Nowhere does it say what you do, who it's for, or how you help.
There’s no pathway. No signpost. No clear next step.
So they scroll. Then bounce.
A week later, they sign up with your competitor.
Not because it was better.
But because it was clearer.
Why Design Has One Job: Support a Decision
Design is not here to look good.
It is here to remove hesitation.
The real job of a homepage, a deck, a one-pager, or even a hero image is this:
Help someone make the right decision faster.
→ What are they trying to decide right now?
→ What information, layout, or signal would help them move?
If you do not design for that moment, you are designing for noise.
How Founders Confuse Message with Monologue
We see it every week.
A team finally launches their landing page.
It’s beautiful. Slick. Full of phrases like:
“Our mission is to build a better future.”
“We believe in collaboration, impact, and innovation.”
“Join us on our journey.”
But none of this helps the person reading decide if this solution is for them.
There is a time and place for mission. But not at the top.
Start with their problem. Their friction. Their goal.
If they do not see themselves in the first 10 seconds, they are gone.
For more on this pattern, revisit:
Five Moments You Must Design For
Most websites and decks fail not because they look bad, but because they don’t guide decision-making.
Here are the five questions your audience is asking, and how your design should answer them.
1. What is this, and is it for me?
This is the first job of your hero section or opening slide.
You have under five seconds to orient your reader. If they have to interpret, you’ve already lost them.
Poor: We’re building the future of materials
Better: Biodegradable packaging that works like plastic, without the waste. Used by 300+ food brands.
Whether it is your website, deck, or one-pager, clarity wins over cleverness. State what you do, who it’s for, and why it matters.
2. Do I trust this?
People don’t believe what you say. They believe what they can verify.
Trust is built through visual structure and proof.
Design for:
Clean hierarchy and breathing space
Early proof points: traction, partners, or social validation
Visual polish that signals maturity
Poor: Trusted by the world’s best
Better: Used by Nestlé. Backed by Future Planet Capital. Featured in TechCrunch.
If it feels rushed or messy, people will hesitate. You are judged before a word is read.
3. What do I do next?
Every page, deck, or conversation should have one obvious next step.
Too many founders confuse optionality with strategy.
On a homepage:
Poor: Two buttons, four links, and a newsletter signup
Better: Book a demo. Everything else follows later
In a deck:
Poor: Ends with a vague thank you
Better: We’re raising £1.5M to scale B2B partnerships in Europe. Let’s talk
One next step. Zero confusion.
4. Why now?
Urgency is not about pressure. It is about relevance.
Use your layout and narrative to position timing:
Highlight regulation shifts
Show adoption and traction
Anchor fundraising windows or deadlines
If someone feels they can wait, they will. If they feel this is the moment, they move.
5. Will this help me?
This is the most important question, and the most overlooked.
Most sites talk about their vision. Few explain how they solve the user’s actual problem.
Design for immediate benefit:
For customers:
Save £300/month on packaging. No workflow changes
Smarter carbon reporting. No extra data entry
For investors:
Low capex, fast integration. Three-month payback
Do not make them guess. Make the benefit feel close, clear, and tangible.
Founder Checklist: What to Audit Right Now
Pick one asset: your site, deck, or one-pager. Then ask:
What decision is this meant to support?
Is the path to that decision clear in the layout and message?
What friction exists?
What signals are missing that would help someone say yes?
If it’s not helping someone decide, it’s just decoration.
Explore Our Services
Whether you’re just starting or striving for new heights, these services are built to deliver results.
Brand and Identity Design: Strategic and visual foundations to help you show up with confidence and coherence across every touchpoint; from logos to brand systems, we build the assets and structure to scale.
Website Design: Tailored Webflow builds that communicate your credibility and value.
Communications Consulting, Content Development & Execution: High-trust, high-impact strategic communications to sharpen your voice and align your message across channels, from newsletters to social, speeches and more.
Investor & Partnership Storytelling: Success fee driven pitch support that helps you earn belief from day one, whether for pitch competition, partnerships or investment rounds, we’ve got you covered.
High-Level Design Support: Need reports, investor updates, or partner materials? We offer tailored design execution across your business-critical communications.
Know Someone Who Needs Support?
Refer a founder to Brighter Future Studio and earn a 10% commission on their first project. Let’s help more purpose-led teams win with brand and story. If this story resonated, or if you’re preparing for a high-stakes moment of your own; we’d love to help.
Thanks for reading.
If you’ve made it this far, feel free to share this with a founder, partner, or investor navigating these challenges. Or reach out directly to talk.
Best,
Aaron C. Leaman
LinkedIn | Capabilities Deck
Founder, Brighter Future
Personal: www.aaroncleaman.com
Company: www.BrighterFuture.Studio
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