What does a good website for startups look like – especially when the product needs explaining? For Gravy, a SaaS startup from Israel, we redesigned the website from scratch and built it on our own WordPress theme. With AI videos that show how the product works, and a content management system the team uses to build new pages on its own.
The project at a glance
- Client: Gravy, a SaaS startup from Israel – a platform for on-site ordering in restaurants and cafés: QR menu, tablet menu and kiosks, connected to the POS system
- Scope: twelve pages at launch – today around 20, which the team assembled itself from our blocks
- Services: new web design from scratch, development, AI videos
- Technology: custom WordPress theme with flexible blocks, all content editable by the client
- Website: gravy.one
The starting point: six pages that could not grow
The project came to me through a recommendation from one of my clients. The original task sounded simple: six pages of the website already existed, and six more were to be added in the same style. The existing design, however, had been created by a developer – a very common situation in young companies. People who write good code often see design as colours, blocks and images.
But good design is above all structure, typography, visual hierarchy and clear interface logic. Without them, a website quickly looks outdated – and for a startup that has to win the trust of investors and first customers, that first impression matters most. So I said honestly: I would take on the project only if we rebuilt the design completely.
Convince first, then start
To make the proposal tangible, I prepared a design concept before the project officially started: three to four homepage blocks showing the new direction. The concept convinced the client – and continuing an existing design turned into a redesign from the ground up.
AI videos: when screenshots cannot explain a SaaS product
Gravy is a very dynamic product: restaurant orders, user interfaces, real interactions between guests and staff. Static images alone could not communicate how it works. That is where the idea came from: to use video on the key screens – the homepage and the product pages.
To demonstrate the idea, I created a short test video and built it straight into the design. The response was immediate: the idea was approved, and AI-generated video became part of the website concept. This was not just about aesthetics – the videos explain how the product works and how guests use it. I first worked with video made from a photo series on the website for the Alpine Store Dresden; for Gravy it became a tool for explaining a SaaS product.
A custom WordPress theme instead of a website builder
The moment that impressed the client most was not about design but about functionality. For Gravy we implemented our own content management system: a custom-built WordPress theme. The website is made of flexible blocks, so the team can:
- choose whether each button is primary or secondary,
- rearrange the sections of a page,
- add new pages and sections,
- easily update texts, images and videos.
All of this works in the familiar WordPress admin, with no technical knowledge needed. Because websites are largely made of repeating blocks, the team will not need a designer or developer to create new pages in future. And one important detail: this is not a website builder, but a system built for this specific website. When the client saw how everything works, he was genuinely surprised: “I didn’t even know WordPress could work like this.”
And that is exactly what happened. We designed twelve pages and developed all the blocks for them. After that, the client kept expanding the website on his own – today it has around 20 pages, built from the same building blocks in the same design. Our approach lets teams who are comfortable with computers develop their website further without a designer or developer. For a startup that needs to add new products, features and audiences quickly, that is a real advantage.
What a website for startups has to deliver
This project shows clearly what matters for a startup website – especially for a SaaS product:
- Make the product clear in seconds: motion, real usage situations and short messages instead of long explanations.
- A design that can grow: a well-planned block system instead of pages built one by one, so new products, features and landing pages can be added quickly.
- Independence for the team: startups change their messaging often. A team that can adjust texts, buttons and sections itself can test faster.
- A clear next step: on Gravy, every page leads to one goal – “Book a Demo”.
- A professional first impression: investors, partners and first customers often judge a young company by its website first.
Frequently asked questions
Why WordPress for a startup?
WordPress is widely used, flexible and not tied to a single provider. With a custom theme and a block system, a startup gets an individual website that the team can maintain and extend itself – without ongoing dependence on developers.
Can the team create new pages on its own?
Yes. New pages are assembled from the existing blocks, and texts, images, videos and buttons can be changed directly in the admin.
What are AI videos on a website good for?
Above all where a product needs to be shown in action but a classic video shoot would be too expensive or take too long. On Gravy, the videos show how guests order and pay.
Conclusion
Gravy shows what makes a good website for startups: a design that makes the product understandable, videos that explain rather than decorate, and a system the team can keep working with on its own. The website is live at gravy.one.
Are you founding a company, building a SaaS product or looking for a website that grows with your business? Get in touch. You can find more work under projects – for example the website for a car dealership or the website for a construction company.
