The AppSignal team wanted a bold, human, and slightly quirky creative direction for their website, one that would reflect the brand’s identity and speak directly to the developers and engineering leaders in their ICP. They needed a product-led devtool partner willing to skip the lengthy Figma handoff and ship directly into the codebase.
A designer and developer shipping into the repo
Evil Martians assembled a team of one designer and one frontend developer. The designer works directly in the repository, applying design decisions in code. The frontend developer keeps the codebase clean and maintainable, so the AppSignal team can build on it independently.
We started with the homepage, establishing the core sections, tone of voice, and visual language first. The next stage will be to run A/B tests to find the option optimized for conversions and build out the remaining pages as reusable templates in GitHub so that adding or adapting new pages takes minimal effort.
SEO and GEO improvements
We tightened metadata, content structure, and semantic markup so the site ranks better in traditional search and is accurately surfaced by AI-powered search tools. The result is a website that reflects AppSignal’s voice, stands out on the market, and gives their team a flexible foundation to grow from.
