humans. an AI start-up website for a meeting assistant
Most AI products introduce themselves with a feature list. humans. needed to do the opposite: reassure people first, then explain what the product does. For an AI start-up website, that one decision shaped everything.
Project snapshot
Client | humans., a UK start-up building an AI meeting assistant |
Services | Website structure, page layout and design |
Delivered | A single-page launch website |
Live site |
A useful product that is easy to misread
humans. listens to a meeting, through a Plaud recorder in the room or a Microsoft Teams call. It checks what was said against the team's Jira backlog and Confluence pages, then drafts the tickets, documentation and Outlook emails that someone would otherwise write up by hand afterwards.
Summed up in one sentence, that sounds like software that goes off and acts on your behalf. It doesn't. Every draft can be edited and nothing is published or sent until a person approves it. The site had to make that clear to busy teams who are already wary of AI tools, and make the company's people-first stance obvious from the first line.
Starting with the promise, not the features
The page opens with the reassurance a cautious buyer needs before anything else: the AI has a seat in the meeting and the team has the final say. Only then does it explain how the product works. After that, each section answers the next question a visitor is likely to have.
Will it work with our tools? A strip showing what it already connects to: Plaud, Microsoft Teams, Outlook, Jira and Confluence.
How does it work? Five short steps from the room to the record: Capture, Understand, Review, Confirm and Memory.
What do we get? Benefits written around outcomes, such as three outputs from one meeting and a searchable company memory.
Where is it going? A roadmap of planned features.
Why should we trust it? The company's philosophy, followed by routes to try the demo or get in touch.
Being honest about what isn't built yet
Start-ups are often tempted to blur what a product does today with what it might do next year. Here, every roadmap item, from Slack recaps to CRM logging and a live in-meeting mode, is clearly marked as planned. For a product asking teams to trust it with their meetings, that honesty earns more than another feature would.
Giving the philosophy its own space
The idea behind humans. is that AI should make people better at their jobs, not replace them. Rather than tucking that away on an About page, it has its own section near the end of the homepage, just before the calls to action. It's the last thing a visitor reads before deciding whether to get in touch.
What the AI start-up website gives humans.
One page the team can send to anyone who asks what the product does: a prospect after a demo, someone they've met at an event or a person who has seen a post on LinkedIn. It explains a technical product in plain English, shows it fits tools teams already use and sets honest expectations about what's coming next.
Since launch, the humans. team has told me the site has brought in more enquiries, along with compliments on how clearly it explains the product.
Launching something that takes explaining?
If your product or service needs more than a sentence to describe, the order of your website matters as much as how it looks. Have a look at my website design service, read how I introduced another technical product on LinkedIn in the CasePilot case study or get in touch to talk about your launch.
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