EdgeFlo

The Challenge

Nine product modules. No website that could communicate them simply enough to convert qualified traders. The site needed to filter out signal-seekers and beginners, avoid hype language and guru framing, ensure every claim was defensible against actual product functionality, and feel like premium SaaS, not a typical trading tool.

What I Did

Information Architecture: Designed a focused 14-section site structure. Product shown in the hero with an interactive 9-tab demo, workflow before pain, self-qualification before pricing.

Copywriting: All copy at 5th grade reading level. Discipline problems framed as environmental, not personal. Every claim verified against a Feature Behavior Inventory I maintained with approved verbs and claim ceilings per feature.

Claim Compliance: Built the system that maps each feature to safe language. Example: guardrails can "restrict" or "disable," never "auto-lockout." Sanctuary "guides," never "resets your mental state." Proof lines restricted to system activity (guardrail triggers, journal entries), never performance outcomes.

Visual Direction: Specs for 9-tab product demo, before/after superapp comparison (11 tools into one), isometric scenes, and Midjourney prompts. Benchmarked to Linear, Superhuman, and Raycast.

Founder Collaboration: Multiple feedback rounds with Brad Goh. Key outcomes: added a "What EdgeFlo Replaces" section for superapp clarity, expanded demo tabs from 6 to 9, and introduced two-tier pricing (Lite $59/mo, Pro $97/mo).

Key Decisions

Product first, not education first. The hero shows what EdgeFlo does immediately. The product earns the right to discuss the problem.

Environment design as core message. Every line reinforces "Change the environment. The behavior follows." No shame-based language.

Self-qualification over persuasion. The site actively filters out signal-seekers and beginners with explicit "this is not for you" criteria.

Proof anchored to system activity. No trader performance claims. Only measurable in-app metrics: guardrail triggers, routines completed, plans created.

Deliverables

• 14-section website sitemap with full copy

• Feature Behavior Inventory (approved claims, verbs, classifications)

• 9-tab interactive product demo spec

• Visual direction briefs

• Two-tier pricing structure

• Conversion strategy with self-qualification mechanics

• Proof line framework (6-tier safety ladder)

Reflection

The hardest part of marketing a complex product is deciding what not to say. The copy had to do for visitors what EdgeFlo does for traders: remove friction and make the right next step obvious. Working with a founder who uses the product daily kept every decision grounded in what actually matters during a live trading session.