SaaS Platform
CFD
Company Formation Direct — All-in-One Business Registration
Overview
A streamlined SaaS platform simplifying company formation and registration for UK entrepreneurs and small businesses.
Company Formation Direct needed a modern web presence and product experience to communicate complex legal services in an approachable way. The platform covers company registration, pricing tiers, feature comparisons, and an integrated company name checker — all designed to convert high-intent users seeking affordable, transparent business setup solutions.
Role
Lead UX/UI Designer
Platform
Web App & Website
Duration
7 months
Tools
Figma, FigJam, Webflow
Team
PM, Designer, Engineer, Marketing Lead
Impact
1M+
Businesses Registered
3
Pricing Tiers
99%
Uptime SLA
24/7
Customer Support
01 — Website Hero
Converting entrepreneurs with trust and clarity
Trust signals
Social proof (1,000,000 businesses) builds credibility. Clear pricing (£59.99) removes objections and creates confidence for first-time entrepreneurs.
Value-first positioning
Headline highlights all-in-one coverage, regulatory compliance, and exclusive partnerships (Revolut, Xero, Stripe) — reducing perceived risk.
Friction-free CTA
Company name checker embedded directly in the hero allows users to validate ideas immediately without leaving the page, increasing engagement and conversions.
02 — Pricing Strategy
Three tiers driving conversion at every price point
Starter tier (£39.99)
Targets first-time founders with budget constraints. Includes core registration, filing fees, and compliance basics — enough to start operating.
Privacy tier (£49.99)
Adds privacy-focused features (London virtual office, compliance package) for entrepreneurs wanting anonymity and regulatory peace of mind.
All Inclusive tier (£59.99)
Premium option bundling everything — legal services, accounting software, VAT/PAYE registration — positioning CFD as the complete solution for serious entrepreneurs.
03 — Competitive Positioning
Clear feature differentiation against competitors
Trustpilot trust badge
5.0★ rating from verified customers establishes CFD as the market leader. Higher score than main competitors signals superior service and user satisfaction.
Structured comparison table
Dark table with clear checkmarks/crosses makes features instantly scannable. Users can see exactly what they're missing at lower tiers — driving upsell conversions.
Transparent pricing
All hidden costs exposed upfront (filing fees, compliance packages). Users know exactly what they're buying — reducing post-purchase complaints and support overhead.
Summary
Overview
A SaaS platform and marketing website for Company Formation Direct, simplifying UK company registration with transparent pricing and comprehensive service tiers.
Challenge
First-time entrepreneurs found company formation confusing and expensive. Existing competitors lacked transparency, clear feature differentiation, and trust-building social proof.
Solution
Built a modern website with three clear pricing tiers, competitive feature comparison, trust signals (1M+ registrations, 5★ reviews), and integrated company name checker—increasing conversions by 42%.
Key Results
04 — User Testing
First-time founder testing — validating clarity, trust and pricing confidence
Testing recruited first-time business founders with no prior experience of company formation — exactly CFD's target audience. Sessions focused on whether users understood the pricing tiers, trusted the platform, and could complete a registration journey without support.
Unmoderated Maze flows
The pricing page and company name checker were tested via Maze with 40+ participants — capturing click paths, time-on-task, and drop-off rates on the tier selection. Heatmaps revealed that users spent the most time scanning the All Inclusive tier features before converting.
5-second first impression test
Screenshots of the hero and pricing sections were shown for 5 seconds, then participants answered 'What does this service do?' and 'What would you pay?'. This validated that the headline, trust signals, and price anchor were communicating correctly at a glance.
Moderated conversion journey sessions
12 participants completed the full journey from homepage through name checker to pricing tier selection. Sessions revealed that the 'Most Popular' badge on the All Inclusive tier was the primary driver of tier choice — and that Revolut and Xero logo placement significantly raised perceived credibility.
Key Outcomes
42%
conversion rate increase following pricing clarity redesign — validated with A/B test on live traffic
Privacy
tier was consistently misunderstood — description rewrite (5-second test) improved comprehension from 54% to 91%
Trustpilot
badge position tested — moving above the primary CTA increased tier selection clicks by 18%
Name checker
was the most-used element on the homepage — used as the primary conversion entry point
3 rounds
of pricing copy testing before language was stable — 'All-in-one' outperformed 'Complete' and 'Premium'
Methodology
Design System | StoryBook Integrated
CFD — trust-first SaaS visual language
A clean, professional system designed to convert first-time entrepreneurs. Every component prioritises clarity, trust, and frictionless decision-making.
Design Tokens & Variables
Colour Palette
CFD Blue
#1A56DB
Primary CTAs, links, active navigation, pricing highlights
Trust Dark
#111928
Hero headings, comparison table header, primary text
Surface Light
#F9FAFB
Page background, card surfaces, input fields
Tier Green
#057A55
'Most Popular' badge, included feature checkmarks, success states
Neutral Grey
#6B7280
Body copy, secondary labels, excluded feature indicators
Border Grey
#E5E7EB
Card borders, table dividers, input outlines
White
#FFFFFF
Pricing cards, modal surfaces, form backgrounds
Trustpilot Green
#00B67A
Review star colour, Trustpilot badge, social proof elements
Typography Scale
52px / 700w
Hero Headline
Landing page hero, primary value proposition
32px / 700w
Section Title
Pricing section, comparison table headings
22px / 700w
Tier Name
Package names (Starter, Privacy, All Inclusive)
40px / 800w
Price Display
Tier pricing — dominant visual anchor on card
16px / 400w
Body
Feature descriptions, trust copy, FAQs
14px / 500w
Feature Label
Checklist items, table cells, comparison rows
Core Components
Pricing Tier Card
White card with tier name, price, feature checklist, and a CTA button. 'Most Popular' tier has a green badge and elevated shadow to draw the eye.
Comparison Table
Dark-header table mapping features to tiers with green checkmarks (included) and grey dashes (excluded) — scannable in under 10 seconds.
Company Name Checker
Embedded inline search input in the hero. Returns availability instantly without a page reload — the top conversion driver on the landing page.
Trust Badge Strip
Horizontal row of partner logos (Revolut, Xero, Stripe) and a Trustpilot 5.0★ badge — always positioned above the primary CTA.
Feature Checklist Row
Icon-label pair (green check or grey dash + text) used inside pricing cards and comparison tables. Consistent sizing across both contexts.
Stats Counter
Animated number counter (1,000,000 businesses) with a supporting label — used in the hero to establish immediate social proof.
"Chris transformed how we present company formation to first-time entrepreneurs. The pricing clarity and feature comparisons cut our support inquiries in half, and conversion rates jumped 42%. It's been a game-changer for our growth."
Sophie Chen
Director of Growth, Company Formation Direct