Klug

Context

Klug is cloud-based management software for Argentine distributors and retailers: sales, inventory, purchasing and invoicing in one place. Its ideal customer is an SME owner who has already tried systems that didn't work and now runs the business across Excel spreadsheets, WhatsApp chats, an old desktop program and MercadoLibre.

To go to market, Klug needed a site that made that problem feel personal within seconds and showed the product in action, without relying on generic screenshots or abstract promises. We handled the landing page's design, storytelling and development.

Challenge

• Instant recognition: SME owners see their own problem from the very first screen.
• Show, don't tell: demonstrate the product in action with examples from their industry, not a feature list.
• One clear action: lead visitors to talk to the sales team, with no forms slowing them down.
• Fast and findable: a lightweight site, well ranked in search engines and ready to share.
• Trust from the first contact: privacy-respecting analytics and a site accessible to everyone.

A landing page that works as a demo

Storytelling: from chaos to order, on scroll

• Opens with everyday chaos: spreadsheets full of errors, crossed chats and the old program that freezes.
• Each section solves a concrete pain point: dollar-based pricing, supplier offers, MercadoLibre orders, sales from a phone.
• The language of the industry and the country: official exchange rate, tax authority, commissions, warehouses.
• Closes with the steps to get started and a direct invitation to talk.

Experience: the product, in motion

• System screens recreated from the real product, animating as the reader scrolls.
• A walkthrough of the business dashboard, with real margin and alerts.
• Integrations shown visually, with the logos of the platforms customers already use.
• Polished micro-interactions on buttons, cursor and color transitions.

Architecture decisions and what the business gains

Screens built in code, not screenshots

The system's views were recreated in code from the real product, using industry sample data.

Impact: crisp on any screen, animated to tell the story and updatable without redoing images.

High-performance static site

The landing page is pre-built and served as lightweight pages, with no servers or databases behind it.

Impact: instant loading, near-zero hosting costs and nothing that can go down during a traffic spike.

Direct conversion through WhatsApp

Every call to action opens a conversation with the sales team, with the message already written.

Impact: zero friction for visitors and a consultative sale on the channel SMEs use every day.

Technical SEO from launch

Sitemap, structured data for the product and the company, and optimized previews for social media and messaging apps.

Impact: Klug shows up well in search engines and every time someone shares the link.

Consent-based analytics

Tracking only turns on if the visitor accepts it, with anonymized data.

Impact: metrics to optimize conversion and compliance with privacy regulations.

Animation with accessibility

If the visitor prefers reduced motion, the site shows all content statically.

Impact: an immersive experience that leaves no one out.

Design validated with the client

We explored three visual directions and the client chose the most immersive one before polishing it.

Impact: brand decisions made on concrete options, with no back-and-forth at the end of the project.

Integrations without vendor lock-in

Integrations are presented by category, such as "AI assistants", instead of depending on a specific brand.

Impact: the message stays current even if the providers behind the product change.

Results

• A launch with its own identity: a memorable landing page, far from the generic templates of management software.
• The product makes sense in minutes: visitors see Klug solving problems from their own business before talking to sales.
• A direct sales channel: every interested visit ends in a sales conversation on WhatsApp.
• A lightweight, measurable foundation: fast loading, search visibility from day one and analytics to optimize conversion.
• Easy to evolve: adding new features to the story means adding a section, not rebuilding the site.