A company’s website makes a vital first impression on prospective customers. In this analysis, we will compare the websites of two startups, Deel and Lightship, to see how well they introduce their business and engage visitors.
The 5 Second Test
With the average website visit lasting just 10–20 seconds, a site must convey relevance and trust almost instantly. Both Deel and Lightship communicate their core offerings within a few seconds and display compelling evidence to entice visitors to stay.
Clean, professional designs also help establish credibility right away.
Answering Key Questions
An effective site also clearly addresses three critical questions:
What product(s)/service(s) does the company offer?
Who is the company targeting?
Why should customers choose this company over others?
Product/ Service Offering
Lightship is a B2C early-stage startup focused on the creation of an efficient and environmentally friendly all-electric RV trailer.
Deel is an all-in-one HR platform that helps companies hire and manage employees and contractors in over 150 countries, within compliance.
Defining the Target Audience
Including relevant images and messaging tailored to the target demographic helps visitors relate to the brand. Lightship features its trailers in use by wealthy middle-aged travelers, aligning with its luxury eco product. As a B2B provider, Deel foregoes lifestyle photos but namechecks recognizable clients instead.
Lightship’s website features upper-middle class/ wealthy families and older couples enjoying their RV in nature. Subjects are seen driving recent model year luxury SUV’s and trucks, hiking in coordinated outfits, and eating from elaborate dining setups.
As a B2B product, Deel features the logo of companies using their platform. They mention that they service businesses of any size, location, or industry.
Standing Out from the Competition
Every company battles rivals. Lightship highlights exceptional features like zero emissions and solar power capabilities to differentiate itself in the recreational vehicle market. Deel makes direct comparisons to its HR competitors on specific capabilities while including case studies from satisfied customers.
To differentiate their trailer, Lightship highlights the features and benefits of their electric trailer that stands out from the competition. A range extending battery helps make trips more efficient, zero emissions make the trailer environmentally friendly to use, and its battery can be used to charge homes or even other cars!
For Deel, navigating a crowded competitive space in HR poses a daunting task. To demonstrate the advantages of their platform, they offer direct comparisons to other companies by name, providing side by side comparisons of features along with case studies to support their claims.
Calls to Action
A good website should also prompt visitors to act. Whether it be to download or buy a product, enter their information, or visit another page, the goal of the website is to capture and convert visitors into paying customers or potential leads. Clear calls to action turn attention into tangible commitment.
Lightship’s bold “Reserve the L1” header persists throughout each page
Deel repeats “Schedule a Demo” buttons to push engagement.
In our first digital interactions with a company, small details can make a big difference. Both of these startups craft websites that quickly establish their brands while prompting visitors to learn more or engage further. Their effective first impressions pave the way for ongoing relationships.
