Reconciling conversion and brand

The years of testing had left us with a collection of elements that performed well but hadn’t been designed to fit together. Some reinforced each other, but others repeated information or pulled the story in different directions. We had to decide what still deserved a place and what needed to be cut.

We kept the elements that had performed and still fit the story. Real product screenshots instead of the all-black illustrations the brand used to lean on, customer proof near the top, benefits before features, review badges and trust markers that showed Harvest was a widely-used product.

We cut the parts that muddled the flow of the page. The main problem was a long “how it works” walkthrough that appeared before the features, explaining the detailed mechanics of using Harvest before establishing why someone should care. We also removed a second customer section that repeated information already covered elsewhere, simplified the visual system, and replaced the stock photo in the hero with the product itself.

We introduced a clearer narrative focused on the outcome Harvest helps teams achieve. The old headline (“More than time tracking”) was too broad and didn’t say much about the product, so we led with what it helps teams achieve instead: Turn hours into profit. We built the rest of the page around that idea so that each section supported the main claim.

The new structure moved from why Harvest to what it does and closed with proof that it works. Features became benefits and were supported by specific product screens. We also introduced a product video and highlighted integrations, giving people more ways to understand how Harvest fits their workflow and business.