7 Decisions For $10M ARR

You can spot a $10M+ ARR SaaS company from their homepage in 3 seconds.

It's not about budget. It's about decisions.

Here's what actually separates them.

1. Typography Systems vs. Default Fonts

Startups do this: Inter everywhere. Maybe Poppins if they're feeling adventurous. Default weights. No hierarchy strategy.

$10M ARR companies do this: Custom type pairings that create instant brand recognition. Display fonts for headlines, optimized body fonts for readability. Intentional weight scales (300, 400, 500, 600, 700) used consistently.

Why it matters: Typography is 95% of web design. Default fonts say "we used a template." Custom systems say "we have a brand."

Example: Compare Notion (custom typography system) vs. any Framer template startup. You feel the difference before reading a word.

The cost difference: $0. It's a decision, not a budget issue.

2. Motion with Purpose vs. Animation for Decoration

Startups do this: Everything floats. Everything fades in. Parallax scrolling because why not. Random hover states with no consistency.

$10M ARR companies do this: Motion that guides attention and communicates hierarchy. Transitions that feel native to the product. Subtle interactions that reward exploration without demanding it.

Why it matters: Gratuitous animation screams "we're trying too hard." Purposeful motion communicates confidence and sophistication.

Example: Linear's interface previews use motion to show how the product works. Random startup #847 has floating gradient orbs that mean nothing.

The question to ask: Does this animation serve the user, or does it serve our ego?

3. Product Screenshots vs. Abstract 3D Renders

Startups do this: Stock 3D illustrations of "AI concepts." Floating geometric shapes. Generic dashboard mockups with blurred content.

$10M ARR companies do this: Real product screenshots with actual customer data (anonymized). Interface details you can read. Product demos that show genuine value.

Why it matters: Enterprise buyers want to see what they're buying. Abstractions create doubt. Real interfaces create confidence.

Example:

Startup approach: Purple gradient + floating cubes + "AI-powered insights"

Scale-up approach: Actual dashboard showing real insights with real metrics

The test: If your competitor could use the same visuals, they're not differentiated enough.

4. Information Architecture That Respects Intelligence

Startups do this: Homepage with 9 sections explaining everything. Feature lists disguised as value props. "Solutions for Everyone" (which means no one).

$10M ARR companies do this: Clear segmentation by user type or use case. Dedicated pages for enterprise vs. startup buyers. Content hierarchy that respects the visitor's intelligence.

Why it matters: Trying to explain everything to everyone communicates desperation. Targeted messaging communicates confidence.

Example: Stripe doesn't list every feature on their homepage. They segment by "Payments," "Billing," "Connect," etc. You find what's relevant to you.

The framework: If you're talking to everyone, you're selling to no one.

5. Design Systems vs. Page-by-Page Design

Startups do this: Homepage looks great. Product page is different. Pricing page feels like it's from another site. No component consistency.

$10M ARR companies do this: Every page uses the same buttons, cards, spacing, colors. Documentation looks like marketing. Product feels like the website.

Why it matters: Inconsistency signals disorganization. Systems signal operational maturity. Enterprise buyers notice.

Example: Vercel's entire digital presence (website, docs, dashboard) feels unified. You're always clearly at Vercel.

The investment: Design systems take 20% more upfront time but save 200% time on everything after.

6. Performance as a Feature vs. Performance as Afterthought

Startups do this: Heavy images, unoptimized animations, 8-second load times, janky scroll. "We'll optimize later."

$10M ARR companies do this: Sub-2-second loads. Smooth 60fps interactions. Optimized images. Fast perceived performance even if full load takes longer.

Why it matters: If your website is slow, I assume your product is slow. If your site is polished, I assume your product is polished.

Example: Superhuman's marketing site loads instantly and feels native-app smooth. This isn't accident, it's positioning.

The reality: Enterprise buyers are testing your technical competence through your website performance.

7. Strategic Copywriting vs. Feature Lists

Startups do this: "Automate workflows. Boost productivity. AI-powered insights. Seamless collaboration."

Translation: Nothing. These words mean nothing.

$10M ARR companies do this: Specific, outcome-focused copy. "Deploy in 30 seconds, not 30 days." "Turn support tickets into product insights." "One API call to add payments."

Why it matters: Generic copy signals you don't understand your value. Specific copy signals you've solved real problems.

Example:

Startup: "Revolutionary AI platform for modern teams"

Scale-up: "Close deals 40% faster with AI that writes follow-ups from your meeting notes"

The test: Remove your company name. If your competitor could use the same copy, rewrite it.

The Pattern Behind the Patterns

Notice what these 7 decisions have in common:

They're not about budget.
Custom typography costs the same as default fonts. Strategic copy takes the same time as generic copy. Product screenshots cost less than 3D renders.

They're about intentionality.
Startups make default choices. Scale-ups make strategic choices. The difference is thinking, not spending.

They signal operational maturity.
Enterprise buyers don't just evaluate your product, they evaluate your company. Design decisions reveal how you think.

What This Means for You

If you're between $1M-$10M ARR and struggling with enterprise sales:

Your product might be ready.
Your design might be holding you back.

The gap between "good startup" and "enterprise-ready" isn't features. It's credibility. And credibility is communicated through hundreds of micro-decisions that add up to:

"This company has their shit together."

Or:

"This company is still figuring it out."

Enterprise buyers vote with their checkbooks. And right now, your design is voting for you.

The Uncomfortable Truth

You don't need a bigger budget to make these changes.

You need better decisions.

The $10M ARR companies aren't spending 10x more on design. They're thinking 10x harder about what each decision signals.

Typography. Motion. Visuals. Architecture. Systems. Performance. Copy.

Seven decisions. Zero excuses.

Which of these seven is costing you deals right now?

Ready to design like a scale-up, not a startup? We help ambitious SaaS companies make the decisions that separate good from unforgettable. Let's talk.