A landing page built to make "what Bluebeam should have become" believable at a glance.
Year:
2026
Timeframe:
1 week
Role:
Web Designer / UI
Industry:
Construction Technology (ConTech)
Overview
A construction takeoff and estimating tool needed a landing page confident enough to challenge the industry standard, Bluebeam, by name.
Purple Hammer is a takeoff and estimating tool for construction estimators, positioned as a faster, single-app alternative to Bluebeam's three-tool workflow. Via Paper Pundits, I designed the product's landing page, a live-feeling product demo, a direct old-way-vs-new-way comparison, and a performance-driven pitch built to convert skeptical estimators into a 30-day trial.
Problem
Estimators switching software need proof, not promises, especially when the pitch is "faster than the tool you already know." The page had to demonstrate speed and simplicity visually, a live calculator, a working file-upload demo, rather than just claim it, while directly naming and out-positioning the category incumbent without reading as desperate or defensive.
Solution
I designed the landing page around demonstration over description, a live, animated cost calculator in the hero that recalculates in real time, a direct side-by-side comparison of the old multi-tool workflow against Purple Hammer's single-app flow, and a performance section with concrete, current-hardware benchmarks. The result reads less like marketing copy and more like a working preview of the product itself.
