Figma’s homepage in 2025:
“Think bigger. Build faster.”
No explanation of what Figma does. No mention of design or collaboration
It works because Figma is a $20B company with 90%+ awareness in their market. They earned the right to go abstract after a decade of product market fit, 4 million users, and an IPO.
But here’s what I keep seeing.
I recently audited around 50 seed and series A startup websites. The pattern was almost universal: founders writing headlines like they are Figma in 2025.
Abstract, aspirational, philosophical. Talking like they are market leaders.
I’ve seen things like “Build Fast When You Break Things” or “Evolving work. Improving life.”
These are not bad lines necessarily (some are pretty bad), but they are definitely wrong.
I pulled Figma’s homepage from every major funding round to show founders at all stages how to write a better website title.
The 3 phases of Figma’s headline
#1: What you do (Seed / Series A)
(Pulled from the Wayback Machine. The layout here may not be pixel perfect, but the headline is real)
Figma tells you what the product does and why it’s different (collaborative).
At Series A, nobody knows who you are. Your headline isn’t a brand statement. It’s an answer to the question: “What is this?”
#2: Why it matters** (Series B / C)**
They’d proven the product worked. Now the headline sells the outcome, not the tool. Notice it still mentions something concrete , “products” and “faster/better.”
It’s specific about the value, just one level more abstract than Phase 1.
#3: Philosophy → what you stand for (Series D+)
Now the features really don’t matter. It’s all about owning a space and building their identity.
❗This only works when your brand already carries meaning. If people don’t know what you sell, a philosophical headline just hurts the business.
You can see how the headline grew up alongside the business.
Don’t skip straight to Phase 3. It feels right because that’s what you see on the homepages you admire.
But those homepages belong to companies 10 years and several hundred million dollars ahead of you.
Diagnose your site in 3 seconds
- Go to your homepage.
- Read your H1.
- Ask: if a stranger landed here with zero context, would they know what you sell? If the answer is no, you’re writing like a $20B company. You haven’t earned it yet.
Write for your level.
Reply with your homepage URL and I’ll tell you what stage your headline is stuck in.