Redesigned the marketing site for a macOS clipboard, files, and notes manager — hero carousel, UX copy, and conversion-focused pricing components.
Unclutter is a macOS app that keeps notes, files, and clipboard history one gesture away: move the pointer to the top of the screen, scroll down, and a panel slides out. Loyal users and strong press, but a website that didn’t sell it.
The site had low traffic, a layout that didn’t drive purchases, and copy that listed features without explaining their value. There was no mobile version, and a brand-new domain had no search authority to compete with.
I rebuilt the desktop site around a single call to action, rewrote the copy around what each feature does for someone’s day, chose keywords the domain could realistically rank for, and adapted it for mobile as a trust-builder.
The new site is live on desktop and mobile. A list of features became a clear story, with one path to buy, pages built for the searches people actually make, and a mobile version designed to bring visitors back.
The old hero had three competing buttons and no clear next step, and low-contrast text buried the primary action. I cut it down to a single CTA, added a sticky header to keep it in reach while scrolling, and moved social proof (media mentions) right next to the CTA. Fixing the contrast also closed a quiet accessibility gap.
Fig. 1 · Hero, before and after
The original copy listed features, like clipboard history and file management, without saying what they did for someone’s day. I rewrote it in a warmer, user-centric voice, closer to how Bartender, Paste, and Ulysses talk about their products: naming the worry each feature removes, not just what it does. I also reorganized the footer and added short trust-building micro-copy under each button.
Fig. 2 · Unclutter feature descriptions and guidelines, before and after
A brand-new domain has no authority to compete for high-difficulty keywords like “paste” or “clipboard manager mac”. So I filtered competitors’ keywords to a difficulty (KD) of 35 or lower and sorted the rest by volume, anchoring everything on “clipboard”, the word that names the product’s core value.
That left a shortlist of terms the site could realistically rank for, which I split by intent: short, category-defining phrases went into the H1 and headline, where they double as the value proposition, and long-tail questions became literal FAQ entries, matching how people search and giving the site a shot at featured snippets.
Fig. 3 · Keyword shortlist: difficulty ≤ 35, sorted by volume
Only 16% of traffic came from mobile, so optimizing it for conversion made little sense; its real job was building trust so visitors would come back and buy on desktop. That changed the layout logic: horizontal blocks became vertical panels, the wide hero image became swipeable, and reviews moved into a carousel. I also dropped the button micro-copy, since a cleaner layout mattered more than persuasion on a small screen.
Fig. 4 · Mobile: vertical panels, a swipeable hero, reviews in a carousel
