Yaroslav Stepanyuk
Redesigned the marketing site for a macOS clipboard, files, and notes manager — hero carousel, UX copy, and conversion-focused pricing components.
Unclutter's site had low traffic, a layout that didn't drive purchases, and copy that listed features without explaining their value, and now mobile version.
I rebuilt desktop version first, got it approved by stakeholders, then adapted for mobile, where the goal shifts from selling to building trust.
The old hero page had three competing buttons and no clear next step, made worse by low-contrast text burying the primary action. I removed the extra buttons so a single CTA carried the visual weight, added a sticky header to keep it reachable while scrolling, and moved social proof — media mentions — right next to the CTA instead of further down the page. Fixing the contrast issue also resolved a quiet accessibility gap.
The original copy simply listed features — clipboard history, file management — without saying what any of it did for someone's day. I rewrote it in a more user-centric, emotional register, closer to how Bartender, Paste, and Ulysses talk about their own products: describing what worry the feature removes, not just what it does. The footer got reorganized, and short trust-building micro-copy went under each button.
Since the website started with zero organic visibility, chasing the highest-volume terms outright wasn't realistic — a brand-new domain has no authority to compete for high-KD keywords like "paste" or "clipboard manager mac". Instead, I filtered the competitor keyword set down to a KD ≤ 35 ceiling and sorted what remained by volume, since "clipboard" was the anchor keyword throughout — it directly names the product's core value as a clipboard manager, so every term I prioritized was some variation built around it.
That filtering surfaced a clear shortlist of realistically rankable terms, which I then split by intent: short, category-defining phrases went into the H1 and homepage headline since they double as the value proposition, while the long-tail, question-phrased terms became literal FAQ questions, matching how people actually search and giving a shot at featured snippets.
With only 16% of site traffic on mobile, optimizing for conversion made little sense — the real job was building trust so visitors would return and buy on desktop. That shift changed the layout logic: horizontal guideline blocks became vertical panels, the wide hero image turned swipeable, and reviews moved into a carousel. Button micro-copy was dropped too, since a cleaner layout mattered more than persuasion on a screen this small.
