Building a Fun and Engaging Landing Page for a New Startup in Framer

Overview

Fillr is an avatar-based, escrow-secured, and hyper-curated freelance marketplace redefining how freelancers and clients connect. Unlike traditional platforms like Fiverr, Upwork, and Contra, Fillr replaces profile pictures with avatars and prioritizes skill, credibility, and trust through secure, pseudonymous interactions.

The team needed a strong, credible online presence to introduce the concept and build early excitement before launch — starting with a high-converting landing page aimed at growing their waitlist.

The Challenge

The idea of a pseudonymous freelance marketplace was bold and unfamiliar. The biggest challenge was balancing anonymity with trust — helping users understand that removing real photos doesn’t reduce credibility; it actually enhances fairness and safety through curated matching and escrow-backed payments.

At the same time, the landing page had to speak to two audiences — freelancers and clients — each with different motivations. The message had to bridge both worlds while remaining simple, cohesive, and conversion-focused.

My Role

I led the project end-to-end, overseeing:

• Strategy: Structuring the content and user flow for clarity and engagement

• Copywriting: Communicating Fillr’s unique proposition with accessible, friendly language

• Visual Design: Establishing Fillr’s early design language with bright colors and strong personality

• Framer Development: Building a smooth, dynamic site with thoughtful animations and transitions

• Motion Design: Creating character and interface animations that bring the brand to life

This was my very first client project on Framer, setting the tone for how I approach digital storytelling today.

The Solution

The landing page design was built around trust, clarity, and delight. Each section played a role in explaining how Fillr works — from avatars to escrow protection — while keeping the experience light and playful.

Key design choices included:

• A bold hero section that clearly states Fillr’s value proposition: “Your gigs done quickly.”

• Parallel messaging for freelancers and clients, ensuring both feel equally addressed.

• Bright, high-contrast visuals paired with concise, human-centered copy.

• Persistent waitlist CTAs strategically placed across scroll points.

The Animated Experience

Animations were central to how the site communicated Fillr’s identity — fun, secure, and forward-thinking.

• The hero section featured custom avatar animations created in Jitter, exported as Lottie files for smooth web playback. These quirky, colorful characters instantly established Fillr’s pseudonymous vibe and differentiated it from typical corporate freelance platforms.

• Throughout the site, I used microinteractions and scroll-based motion in Framer to add depth and playfulness without compromising load speed.

• Button hover states, section reveals, and icon transitions all worked together to create a lively yet professional flow that keeps users engaged.

This animation-heavy approach became a core part of Fillr’s identity — making it feel less like a startup and more like a living, breathing community.

Results

• 230+ waitlist signups within 8 months of launch

• Strong validation of early interest from both freelancers and clients

• Established Fillr’s initial visual and motion identity

• Provided a solid foundation for investor discussions and future launches

Reflection

Fillr was more than a landing page — it was a proof of concept for a movement. The project reinforced the power of storytelling through design and motion.

It also reminded me that every great startup needs not just a good product, but a clear, exciting narrative — one that people instantly want to be part of.

Tools and Tech

Figma, Framer, Jitter, ChatGPT, Photoshop, Google Suite