Software built by bakers, sold like software.
FlexiBake started in South Africa in 1994 and grew into an ERP used by bakeries in 29 countries. The product could run a whole wholesale bakery: orders, production planning, lot tracking, delivery routes, nutrition labels and accounting. In 2021 the website needed to explain all of that to people who had never shopped for ERP software, without burying them in it.
The buyer runs a bakery, not an IT department.
The person choosing FlexiBake is usually an owner or operations lead. They are up before the ovens, juggling standing orders, drivers and the next audit. They don't shop for modules. They shop for fewer problems. So the site had to lead with the jobs they need done: orders in, production planned, trucks out, recalls answered. The features come second.
Make it look as easy as it is.
I rebuilt the structure around four paths: Why FlexiBake, Pricing, Learn and the Baker's Blog. Every module got its own page, so the depth was there without crowding the homepage. The hero said it plainly: easy to use apps to manage your bakery. Pricing went out in the open, with five plans from MetriX Lite to Enterprise, a full feature comparison and a short note on who each plan is for.
Clean screens, warm icons, one clear next step.
The product sits front and centre, framed in light, open layouts. I drew a custom icon set that gives each module its own mark, set on soft colour shapes that keep the software feeling approachable. Pricing uses colour to separate the plans, from MetriX green to Enterprise purple, so the comparison reads at a glance. Every page ends on the same two actions: a green free trial button and an outlined call to sales. The navigation was designed for desktop, tablet and mobile.
Complexity is the product's job. Clarity is the brand's.
Good software often does a lot. The website's job is to make that feel manageable before anyone books a demo. When a bakery owner can see their own day in the first few seconds, the feature list stops being a wall and becomes proof. Design shown as delivered in 2021. FlexiBake's software screens may have been updated since.
Questions
How should a B2B software website explain a complex product?
Lead with the jobs the buyer needs done, then the features. FlexiBake's buyer runs a bakery, not an IT department, so the site led with orders in, production planned, trucks out and recalls answered. Every module got its own page, which kept the depth without crowding the homepage.
Should a software company show pricing on its website?
FlexiBake did. Pricing went out in the open with five plans from MetriX Lite to Enterprise, a full feature comparison and a short note on who each plan is for, with colour separating the plans so the comparison reads at a glance.
Who designed the FlexiBake website?
Aaron Armstrong of Serif + Gold led website strategy, UX and UI design as the solo lead creative on the project at Blue Meta in 2021, including the information architecture, pricing page, responsive navigation and a custom icon set with a mark for each module. The design is shown as delivered in 2021.
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