Graft
My own product — an app that does a tradesperson's jobs, invoices and HMRC tax return. The site had to sell software to people who hate software.
- Sells a subscription product, not a phone call
- Explains Making Tax Digital in plain English on its own page
- Written for people on a roof, not people at a desk
- App Store links, email capture and pricing all above the fold
The problem
This one is mine. Graft is an app for UK tradespeople — log the job, track the time and materials, send the invoice, and file the Making Tax Digital return HMRC now demands, without paying an accountant to do it.
Selling software is a different job from selling a builder. Nobody is going to ring up. The site has to do the entire sale on its own: explain what the thing is, prove it works, handle the objections, and get a download — in the ninety seconds someone will give it during a tea break.
What I built
Loud, black and orange, and completely unambiguous about what it does. The headline is four words. The phone mockup shows the actual app with real numbers in it, because an abstract illustration of “productivity” persuades nobody.
The most useful page is the one explaining Making Tax Digital. Most tradespeople have heard MTD is coming and have no idea what it means for them. Writing that explanation plainly — no jargon, no scaremongering — brings people to the site who were not looking for an app at all, and some of them stay.
Everything a sceptical visitor needs is reachable without scrolling twice: the price, the App Store link, and an email box for the Android holdouts.
Why it is in here
Because it shows the other end of what I do. S E Barrett needed a site that gets the phone ringing. Graft needed a site that closes a sale with no human involved. Same craft, different job — and knowing which one you need is most of the work.