Dharmatech SaaS: A Next.js Website That Converts at 6.8%

The Challenge

Dharmatech had built a genuinely excellent HR management SaaS for Indian SMBs — attendance tracking, payroll, leave management, and compliance in one dashboard. Their product converted well in demos. But their website was leaking prospects before they ever got to book a demo.

The site wasn't representing the quality of the product.

Our Diagnostic Process

Before writing a line of code, we spent two weeks on diagnosis:

1. **Hotjar session recordings** — We watched 200 recordings. Most users scrolled briefly, looked confused, and left.

2. **User interviews** — 8 interviews with potential customers revealed the core problem: nobody understood what the product did in the first 10 seconds.

3. **Competitor analysis** — We mapped how 12 competing HR SaaS products presented their value proposition.

**The insight:** The old site led with features. Buyers needed to understand outcomes first.

The Solution

Messaging Architecture

We rewrote every page from scratch, using the framework: **Problem → Agitation → Solution → Proof → CTA**.

The hero section shifted from "Comprehensive HR Management Platform" to "Stop managing HR in spreadsheets. Your team deserves better."

Technical Stack

We chose **Next.js 14 with App Router** for:

Content was managed in **Sanity.io** — giving the Dharmatech marketing team full control without needing a developer for every update.

Design Language

The visual design was built around trust and clarity:

Conversion Architecture

Every page was designed with a single primary action:

We A/B tested three hero variants over the first 4 weeks post-launch.

The Results

The new site launched after 8 weeks.

**Week 1–2:** Immediate drop in bounce rate. The new hero message resonated — users were staying.

**Month 1:** Conversion rate hit 4.1%. Trial signups up 127% vs the previous site.

**Month 2–3:** With the A/B test concluded (variant B won), conversion rate reached **6.8%**. Trial signups were up 240% year-over-year.

The Lighthouse performance score came in at **99/100** — the site loads in under 1 second on most connections.

The Bigger Lesson

This project reinforced something we tell every SaaS client: your website is your best salesperson. It works 24/7, never misquotes pricing, and can be optimised with data.

Dharmatech's sales team now spends less time on cold outreach because inbound trials are consistent and pre-qualified. The website does the heavy lifting.