25 Jan 2026
In the fast-paced and competitive world of tech startups, SaaS companies often face a unique set of challenges. Among them is the need to convert website visitors into qualified leads. At norta, we’ve worked with tech startups globally, helping them solve complex design and marketing challenges.
This project wasn’t just about creating a visually appealing design. It was about solving a real problem, how to encourage meaningful engagement with their audience while delivering measurable results for their marketing team. Here’s how we approached the challenge, and the strategies we implemented.
When OpenOps approached us, they had a growing library of high-value whitepapers targeted at CMOs, COOs, and operational leads at tech startups. These resources were packed with insights on operational efficiency and strategic scaling, exactly the kind of content their audience needed.
What they needed was a point of contact that could use these materials as lead magnets and collect engaged leads.
Our goal was to:
1. Highlight their whitepapers as must-read resources.
2. Increase email sign-ups without creating friction for the user.
3. Seamlessly integrate into their existing website without disrupting the overall user experience and brand identity.
At norta, we believe every design decision should serve a purpose. For OpenOps, that purpose was clear, make their whitepapers impossible to miss and easy to access while maintaining a clean, professional aesthetic that aligns with their brand identity.
The gated content section was designed to feel low effort but high reward. Minimal fields, just an email address, were required to access the whitepapers. This reduced friction while still enabling OpenOps to gather valuable lead information.
The design process was where the real impact happened. We created a focused and visually compelling section that immediately drew attention, using bold typography, sharp visuals, and clear messaging. The section included:
- A powerful headline that highlighted the value of the whitepapers.
- Eye-catching visuals that reinforced OpenOps’ branding while creating a sense of professionalism.
- A clear call to action to guide the user subtly and make the experience feel intuitive.
We also ensured that the design was responsive, so the section would look and feel just as effective on mobile as it did on desktop.
Too often we see gated content covered with lots of explanations, details and general noise.
If the content itself is on topic and the audience finds it valuable, then all we have left to do is to create a focused section, inline with the brand identity and lead the audience towards getting it as soon as possible.
By creating a clear, dedicated section on the website that highlights valuable resources (like whitepapers) and uses them as lead magnets to capture engaged leads from the right audience.
By keeping the gated content process minimal, requiring only essential information (like an email address) so users can access the content quickly while still providing a useful lead signal for the marketing team.
By using a focused layout with bold typography, strong visuals, clear messaging, and a simple call to action, while ensuring the design is responsive and blends seamlessly into the existing website experience.
Norta works with a small number of startups to ensure focus, quality, and true partnership.
Limited spots available
