asana.com landing page review

“The OS for human-agent teams” introduces a category rather than explaining what customers can accomplish. Enterprise buyers should immediately recognize project and workflow management—not have to infer it from your AI positioning.

1. 1High impactHeadline

   Your headline names an unfamiliar category without explaining the product’s practical purpose.

   Headline clarity scores 4.7/10 and carries the greatest weight in this review. Visitors looking for project management may not immediately recognize that Asana meets their needs.

   Now

   The OS for human-agent teams

   Change to

   Manage projects and workflows with your team and AI

2. 2High impactHero subheadline

   The supporting line promises more productivity but gives buyers no concrete reason to choose Asana.

   “Get things done” could describe almost any workplace tool. It leaves your connected work context—the foundation for your AI offer—unexplained at the point where visitors decide whether to continue.

   Now

   Supercharge your teams to get things done

   Change to

   Connect people, tasks, projects, and goals in one shared plan. Give AI agents the context to help your team keep work moving and deliver on time.

3. 3High impactPrimary CTA

   The email field provides a useful immediate entry point, but “Continue” does not explain what visitors are starting.

   CTA friction scores 6.9/10. Your signup disclosure explains the action, but the button itself makes visitors look elsewhere to understand the commitment.

   Now

   Continue

   Change to

   Change the button label to “Get started with Asana”. Keep the “name@company.com” field and Google and Microsoft signup options; do not replace this direct entry path with a separate signup-page link.

4. 4Medium impactSocial proof

   Your strongest adoption claim has an important qualification separated into a footnote, and its supporting date is December 2023.

   Social proof already scores 7.5/10. Make that credibility easier to use without allowing enterprise buyers to mistake a dated free-and-paid adoption figure for current paid-customer penetration.

   Now

   85% of Fortune 100 companies choose Asana¹

   Change to

   Place the claim directly below the hero signup area with its qualification immediately beneath it: “85% of Fortune 100 companies choose Asana¹” followed by “¹ Includes free and paid users. Accurate as of December 2023.” Replace the figure and date only after verifying a newer measurement.

5. 5Medium impactEnterprise reassurance

   Your concrete explanation of agent controls sits in the product narrative rather than directly supporting the human-agent promise.

   Enterprise buyers need to understand how agents are controlled, not just how they collaborate. Bringing this reassurance forward addresses a predictable objection to the offer you lead with.

   Now

   Every agent has an identity, scoped permissions, an audit trail, and cost constraints, with data access, approved actions, and spend all managed from the same console that governs human users.

   Change to

   Add a short reassurance line beneath the hero introduction: “Keep AI agents accountable with scoped permissions, audit trails, and cost controls.” Retain the detailed governance explanation further down the page.

6. 6Medium impactAI value proposition

   “Your team just got bigger” emphasizes the arrival of agents rather than the work they help customers complete.

   Your page is already scannable at 8.8/10, so a wholesale rewrite is unnecessary. The opportunity is to make a prominent section heading communicate the useful launch-management outcome already described underneath.

   Now

   Your team just got bigger

   Change to

   Use “Keep launches on track with AI Teammates” as the heading for the launch-focused example. Directly beneath it, group the existing examples into three bullets: “Run a go/no-go check for the upcoming product launch”, “Track all vendor deliverables for the annual conference”, and “Flag anything that could block a team from being ready on time”.

7. 7Medium impactCTA hierarchy

   The page offers several distinct actions, including signup, sales, demo viewing, launching the app, and downloading it.

   These serve different visitors. If they compete for attention, a new buyer must choose a route before understanding which one fits their needs.

   Now

   Get started

   Change to

   Make the hero email signup the dominant new-customer action. Keep “Contact sales” as the secondary enterprise route and “View demo” as a lower-emphasis text link. Keep “Log in”, “Launch Asana”, and “Download app” available in navigation or account utilities rather than alongside the hero’s acquisition actions.

• Replace “The OS for human-agent teams” with “Manage projects and workflows with your team and AI”.
• Replace the generic hero supporting line with the two-sentence explanation in the hero rewrite.
• Rename “Continue” to “Get started with Asana” without changing the signup flow.
• Put the Fortune 100 claim’s date and free-and-paid-user qualification immediately beside the claim.

• Modernity is already strong at 9.8/10, but visual hierarchy scores only 5.1/10. Give the hero one H1 rather than two, then establish a clear sequence: outcome headline, supporting explanation, signup form, and trust proof. Use lower-emphasis styling for secondary actions.
• Consistency scores 7.2/10, and the page uses 48 distinct font sizes and 37 border-radius values. Audit the homepage components and consolidate them into a small heading/body type scale and a consistent set of button, input, and card radii; do not add another visual style for the revised hero.
• Responsiveness scores 7.8/10, with substantial responsive styling already present. Check the revised hero on narrow screens: keep the email field and primary button together, stack authentication options cleanly, and ensure the trust qualification remains readable. Preserve the existing hover and keyboard-focus treatments.

• The email field and Google and Microsoft options let visitors begin immediately. Keep this product-led entry point.
• The Fortune 100 adoption claim, customer logos, leadership recognition, and more than 12,000 user reviews provide substantial credibility. Preserve these assets and make their context clear.
• Your sectioned structure and specific launch-workflow examples make the page easy to scan. Keep that structure rather than adding more explanatory paragraphs.