Cybersecurity
Cybersecurity websites for buyers who trust nobody.
Judged on: can a CISO defend choosing you?
Security buyers are sceptical by profession. Fear-driven copy and hooded hackers don't work on them. We help you show exactly what you protect, how you do it and why a CISO can defend choosing you.
Who's reading your website
CISO
Risk reduced, and a choice they can defend to the board
Security engineer
Technical depth, coverage and how it fits their stack
IT + operations
Deployment effort and alert noise
Procurement
Clear licensing and vendor security posture
The problem
Why security websites are hard
- 01
Everyone sounds the same
'Protect', 'defend', 'secure' and 'threat' appear on every homepage in the category. Buyers skim straight past them.
- 02
Engineers read everything
Technical evaluators will find the vague claims and the missing details. Marketing fluff costs you credibility with them.
- 03
Fear stopped working
Buyers see breach statistics all day. Scare tactics read as noise, or worse, as manipulation.
- 04
Your own security gets judged
A slow, broken or insecure-looking website is a bad signal from a vendor asking to be trusted with security.
The sceptic's list
What a security buyer thinks while reading
Security buyers evaluate vendors for a living. These are the four thoughts that decide whether they keep reading, and what the page has to do about each one.
“Another tool claiming to stop everything.”
Your pageName what you cover and what you do not. A stated boundary is the fastest credibility you can buy.
“How much noise will this add?”
Your pageShow alert volume, tuning and what a week of triage actually looks like.
“Will it fit my stack?”
Your pageList the SIEM, EDR, cloud and identity providers you integrate with, by name and by depth.
“Are you secure yourselves?”
Your pageYour own trust page, certifications and disclosure policy. A security vendor without one is a story waiting to happen.
The fix
What your website has to do
Name the exact problem you solve
Which attack surface, which environment, which team. Specific beats scary.
Give engineers the depth they want
Architecture, integrations, detection coverage and documentation, reachable in one or two clicks.
Replace fear with proof
Customer outcomes, analyst coverage and third-party testing do more than breach headlines.
Treat your site like a security asset
Fast, clean, accessible and properly configured. Buyers notice.
Proof
Trust signals buyers look for
Put these where buyers make decisions: near CTAs, on pricing and in the footer. Not buried on an About page.
- Your own SOC 2 or ISO 27001 status
- Third-party testing or analyst coverage
- Public documentation
- Named customers or case studies
- Responsible disclosure page
- Transparent licensing
94%
of buying groups rank their preferred vendors before first contact with sales.
If your website doesn't make the shortlist, sales never gets a shot.
Where to start
Pages we'd build first
A typical starting sitemap for security companies. We adjust it after the audit.
Homepage
Problem, approach, proof
Platform + how it works
For the security engineer
Use case pages
By threat or environment
Trust center
Your own security posture
Resources
Research your buyers will share
Pricing or licensing
How you charge, clearly
How we help
The services that fit
Cybersecurity FAQ
Questions we hear a lot
Something else? Email admin@baddesign.io. The founder replies.
Should we use dark, hacker-style visuals?
Only if it genuinely fits your brand. The whole category has done it, so it rarely helps you stand out. Clarity and real product UI usually do more.
How technical should the homepage be?
Clear enough for a CISO in five seconds, with obvious routes to technical depth for engineers. Don't make either one wade through the other's content.
Is gated research still worth it?
Gate the deep stuff if you need leads, but keep enough ungated that engineers and AI search tools can see you know what you're talking about.
Let's fix your security site.
Send your URL. We'll review it against what buyers in your industry look for, and send the top fixes free.