Formant & Thread
Formant
&
Thread

Your First Impression,

Expertly Calibrated

Velocity Training Case Study

  • Custom HTML, UX writing, SEO and HotJar — everything your landing page needs.

  • Our 9-day landing page design service focuses on one goal: converting visitors into leads—fast.

Laptop displaying a website with a dark background, featuring a headline about unlocking a company's potential with leadership training, and a photo of a business meeting with several people in a professional setting.

  • We build a seamless emotional bridge between brand and visitor, sparking recall and trust in seconds. The result? A focused, high-converting experience that connects meaningfully and persuasively.

  • Every element precision-crafted to eliminate distractions, sharpen your value proposition, and make it instantly clear what’s in it for your audience.

9-Day Conversion Optimization Sprint

9 Day Strategy

Day 1 – Audit & Strategy

  • Google Analytics 4 review: conversion rates, bounce rates, flows
  • Define primary conversion goal (forms, trials)
  • Competitor analysis (Ahrefs/SEMrush/SimilarWeb)
  • Keyword insights (Search Console, Keyword Planner)
  • Identify hooks and barriers in current UX
Tools: GA4, SEMrush, Keyword Planner

Day 2 – Hypotheses & Planning

  • Write 2-3 hypothesis statements
  • Plan variants: headlines, CTAs, trust signals
  • Define success metrics (CTR, conversion, bounce)
Deliverable: Variant plan document

Days 3-4 – Build & Setup

  • Build variants in Google Optimize
  • Set up tracking goals in GA4
  • Verify implementation across variants
Tools: Google Optimize, GA4

Days 5-7 – Concurrent Testing

  • Launch A/B tests via VWO
  • Monitor metrics in real-time
  • Pause when significance reached
Tools: VWO, Dashboard monitoring

Day 8 – Analyze Results

  • Aggregate data from all platforms
  • Identify winning variant
  • Review supporting metrics
Deliverable: Performance report

Day 9 – Implement & Plan

  • Deploy winning variant
  • Document actionable insights
  • Map next sprint goals
Tools: Hotjar, Documentation
Screenshot of a business training website homepage, featuring sections on team productivity, client results, self-assessment skills, tailored lessons, customer testimonials, success stories, and promotional offers.
Two overlapping resumes featuring professional headshots of women and details about their learning habits, key goals, motivations, and frustrations.

This stage builds the strategic spine of your landing page.

Need to launch fast, validate an idea, or generate leads - yesterday? Our 9-day landing page sprint is built for speed and conversion. You get a focused, beautifully designed single-page site that removes distractions, sharpens your message, and delivers instant clarity on what’s in it for your visitor. Perfect for startups, test campaigns, or anyone not ready (or willing) to build a full site.

We don’t waste time on fluff. Every element we create is rooted in real data and built around your story - designed to convert, not just exist. From UX-led copy to thumb-stopping visuals, we craft landing pages that move fast, look sharp, and punch above their weight. Think proof of concept, launchpad, and brand signal - all in one.

Two digital screens displaying research and profile information. The left screen shows a research study on factors influencing gym and sports motivation with sticky notes about pain points, desires, and preferences. The right screen presents a personal journey map for Alexandra Neuman, with sections on awareness, exploration, and advantage, along with emojis representing emotional states.
A user journey map titled 'Velocity Fitness' with stages: Awareness, Consideration, Sign-Up, Workout, and Retention, detailing user actions, thoughts, feelings, and pain points at each step in a fitness membership process.

This isn’t just a landing page — it’s what we build for our clients: lean, fast-loading, conversion-focused experiences that turn strategy into results.

At Formant & Thread, we design with clarity and intent. Every section, scroll, and call-to-action is shaped by core business goals — whether that’s capturing leads, proving ROI, or strengthening a brand’s proposition. Our work combines sharp messaging, modular structure, and performance-led UI to optimise decision journeys from the first click to the final form fill.

We specialise in design for businesses that move quickly.

Startups, consultancies, and solo ventures looking to validate or grow don’t need endless mood boards — they need results. What you’re seeing here is what we deliver: proof-led storytelling, smart hierarchy, and behaviour-backed layouts that increase trust and reduce friction. We balance design intuition with testing frameworks, so you get elegance without waste.

If your team’s time is short and your message needs to land cleanly — we’re your people.

Whether you're launching a service, refining a brand, or just need a page that actually converts, Formant & Thread builds it with purpose, pace, and polish.

Phase Two: Wireframes and Layout

screenshot of a website layout with sections for About Us, Services, Blog, and Blog Post, each containing navigation menus and content descriptions.
Screenshot of a website layout showcasing various sections about business performance, team members, customer testimonials, event highlights, self-assessment skills, lessons for business success, public speaking events, and team unlocking options, with a dark background and white text and images.

Wireframing and prototyping are essential to shaping the structure and flow of a website before visual details distract from functionality. They allow designers to test the logic of user journeys, identify friction early, and map interaction points that support clear decision-making.

This stage anchors the narrative UX—ensuring that each screen, click, and transition contributes to a coherent, purposeful user story that guides visitors toward goals with minimal confusion.

Phase Three: Final Design and Development

Our first design iteration follows Human-Centred Design principles, delivering a clean, professional website built around clarity, usability, and user needs. This approach ensures your product's features and benefits are front and centre—simple, direct, and effective.

However, it asks the visitor to do the cognitive work of imagining themselves within your brand’s world.

A second iteration, using Narrative UX, weaves story and structure into the journey—turning passive browsing into emotional investment, and interest into action.

After:

Second Iteration

A highly detailed and complex screenshot of a website with various sections, images, and text blocks, primarily in shades of green, purple, and black, possibly related to fitness, wellness, or coaching services.

Proof of Concept - choice of hero

Three web page design options labeled Option 1, Option 2, and Option 3. Each page features a header, main content area with an image and text, and a footer. The background of the design is a gradient in shades of reddish-brown.
A webpage screenshot of a business training website with sections on customer testimonials, self-assessment skills, tailored lessons, exclusive public speaking events, and contact information. Features images of people in meetings, presentations, and training activities.

Before:

First Iteration

Narrative UX draws the visitor into a structured journey, where the brand’s values and purpose unfold like a story. It invites the user not just to view a product, but to imagine themselves inside its world—shaping identification through emotional cues, character, and pacing. This creates deeper engagement, turning casual interest into a sense of belonging that can drive conversion.