Typeform: AI-first repositioning with a vague hero

Good morning. Time for another web review - I think my last one was two or three weeks ago, so not too bad. Almost once a month. This time I selected a tool called Typeform - they're a web form builder. They've been around the block quite a few years. I remember using them maybe seven, eight years ago - back then they were really useful, visually nice form builders. But I feel quite a lot has changed. So let's take a look at their website - how it feels, what it tells you about the product, the good things, and maybe some things we could improve.

Homepage hero. The first thing I notice: "AI engagement platform." Personally for me, that doesn't say literally anything. Especially annoying since it's a form builder tool — say that. The hero H1 is more descriptive - you can already understand that they're probably going all-in with AI. You can use prompts to build forms, probably quite handy so you don't need to manually go through 17 stages of building a form.

What's also quite interesting: instead of a sign-up button, they've gone with "See plans" as the main CTA. Which means they probably prefer customers to already make a decision about which plan they want at this early stage. We can go into the pricing plan later. But it's interesting that they don't push for a general trial, which is more popular so the customer doesn't need to make so many decisions.

Hero - instead of a hero image they have a video, which is probably quite good. You can see that you create a prompt, the prompt creates the form, you can always edit it, change it, improve it. Quite interesting. Plus you can see the forms can be quite nice and visual.

Here you can probably see they're leaning quite heavily into Fortune 500 - meaning more enterprise customers. I think the general homepage feels like they're going more into the AI enterprise segmentation. They could in theory give a bit more information about the general product - how the forms work, what the functionality is in the forms. They really don't speak about the functionality of the form itself. All the extra stuff is there - automations, contacts - but the form-functionality piece is missing. Maybe it's too basic for their ICP, but who knows.

Logos always good. You can see how it integrates - though there's some duplication happening with the logos. It's cool to see that you can connect the form with all the popular tools companies and people are using.

Stats are always good. I actually really like the footer - lots of templates, so you can kick off quickly. Plus you can see what you can actually use the form builder for. And integrations - what are the most popular. So the footer alone gives you a lot of useful information.

Let's jump into Enterprise. By the way, the navigation is really good. "Platform" gives you all of the main functionality or features - you can understand what kind of things you can build with Typeform. "Solutions" shows what kind of teams can use it, what the main use cases are. Different types of plans. Navigation is really well done - simple, but gives you all the relevant information. Plus visually it looks really nice.

Enterprise plan. I was already taking a look earlier - I actually really like it. It directly speaks with their target audience: enterprise customers. Messaging is quite good. You can see some big names already. You can see what the features that matter for enterprise customers are: more seats, customer support, customization, onboarding, security - all the things enterprise customers and companies care about. The extra stuff you're getting here is interesting. Case studies always good - bigger customers want to see that similar companies have used it and how they used it, whether they've been successful. And the pricing page is already brought out here for enterprises - or rather, to compare how normal plans compare to enterprise. That's quite interesting. I think this page is really well done. Short, sweet, gives you all the relevant information on top of the other pages.

Last thing - let's jump into pricing. Some good things, some things that could use improvement. The plan view itself looks great. You can visually see what the extra parts of each additional plan are. For annual selection: it's really nice that you can already directly see how much you're saving - not just the percentage, but how many euros you're saving. That's quite good.

Add-ons - that's always a tricky part, because if you don't really understand the product even that well, and you haven't chosen a plan, add-ons can get tricky. Just too much information for that stage. But at the same time, maybe it's good for visibility, so you can already understand you can get those extra things. Worth testing - it might make pricing and product selection too confusing for potential customers.

Compare plans is good. Nice and sticky pricing - so you always see which plans you're looking at, what the extra features are. Nice visual touches.

The only part that's a little confusing for me - and which in theory is a really good thing - is that they have different tabs for different types of customer options. HR, marketing. The only thing that confuses me: if the marketing plan is €150 — or more than €200 — then why are those plans different from these ones, which are way cheaper? Right now it's difficult to understand what's extra here, what's included more than on the normal plan. There could probably be some clarity work done that would give that information. Would be quite interesting to know what they've tested here, what their learnings are.

But in general, visually it's a nice page. I really like the style. Just some messaging on the homepage could be a bit more direct - not just AI-focused. It's a little vague right now. But in general, quite well done. It's typical - there's always some clarity work that needs to be done to make some things more clear, especially when somebody comes from a fresh perspective.

Also, something I didn't really see anywhere: how they compare with some other form builders. I know there are quite a few popping up, even some younger ones who are getting quite popular. Would be interesting to see how it compares with some of the other tools. That's it for this time - hope you liked it and more to come.