Background
Tallqah is a research service startup helping Saudi academics publish high-quality, data-backed scientific papers quickly. I was responsible for designing their landing page from the ground up, aligning the tone and structure with their unique brand voice and vision. The goal was to communicate trust, speed, technical depth, and academic credibility.
Goals & Success Criteria
Make this about what the business needed to achieve:
Communicate value to Saudi academic researchers
Explain a complex service simply
Build trust with social proof
Drive engagement and inquiries through WhatsApp
Stakeholder alignment and quick turnaround
Make the brand feel alive, not generic
Designing for Conversion
Rather than just focusing on aesthetics, I designed the landing page to function as a lead-generation tool. Every section was crafted to build trust, highlight the startup’s unique selling point (data-backed research delivered with speed and precision), and guide users toward taking action.
Understanding the Brand & Sales Funnel
I started the project by spending three days closely collaborating with the founder to fully understand the core of the brand, the customer journey, and how the service creates value. This included mapping out the full sales funnel — from capturing attention on social media to converting leads through direct WhatsApp conversations.
Prioritizing Arabic & Mobile
Given the target audience — Saudi academic researchers — I made it a top priority to focus on the Arabic version of the site. I also optimized the mobile experience, knowing that most visitors would land on the site through social media links opened on their phones.
Results and Impact
Stakeholders were thrilled with the clarity, tone, and speed of execution, and most importantly WhatsApp inquiries increased by 13% within 1 month of launching the website
Reflection
This project pushed me to think in Arabic UX tone, structure ideas clearly, and collaborate across disciplines under a tight deadline. It taught me how to turn a static website into one that speaks the tone and values of a brand within the constrains of a cultural setting too.
Looking back, the most helpful mindset was this:
🔸 Think like a customer "What's in it for me?", not just a writer.
🔸 Make it easy to understand what’s in it for them
🔸 Don’t just list features / services, connect them to benefits (reminds me of that great quote by Nada Elnady : “Features tell, but benefits sell”)
🔸 Always ask: what do we want people to think, feel, and do?
So if you’re writing for a product or brand, here’s a quick reminder:
🎯 The goal isn’t just to write more. It’s to write something that works for your goal, strategy, and business.