Brand Design Tips From Linear Founder Karri Saarinen

TL;DR

Karri Saarinen (Linear CEO) reviews submitted startup websites, advising that early-stage brands should be authentic, simple, and specific to their target users rather than trying to look polished or mimic large companies. He emphasizes using clear jargon that resonates with the ideal customer, avoiding distracting animations, and ensuring a clear call-to-action.

Key insights

• Building a very polished website too early sets wrong expectations for users if the product is not equally mature; the website should match the company’s real stage.
• An early website should be very specific in its headline and copy to filter out people who are not the target user (e.g., “issue tracking” rather than “work platform”).
• The homepage should be designed for people who do not know the company yet, giving enough information to decide interest without overwhelming them.