- to go from no website to a live page, with the copy, the design and the development
- 5 weeks
- added by Michael himself after launch, without us: the English version of the website
- +1 language
“I trusted Croissant with building my website, and the experience lived up to my expectations: smooth, efficient, no surprises. They really understood my needs and the site is strongly geared towards conversion!”
Michael WaltrowskiFounder @ Affinity RHContext: a firm known on LinkedIn, with no website to convince
Affinity RH recruits for large groups and growing companies, including Uber, LVMH, L'Oréal and Nanobiotix. The firm was moving from a solo practice to an agency model.
Michael sold through his network: more than 30,000 followers on LinkedIn. But when an HR director wanted to know more, there was no website to find. No offers, no references, no method. For a firm that measures itself against the big names in recruitment, that gap weighed on its credibility.
Michael had just had a new visual identity created by an art director. He trusted us with the rest: the copy, the journey, the page design and its development.
Goals: a page that works like a first meeting
The landing page had to:
- Give HR directors a reason to book a call: the LinkedIn audience arrives, the page leads it to the call.
- Remove objections before the first call: timelines, price, candidate quality, firm size.
- Let Michael manage his content on his own.
- Prepare what comes next: a base that can grow into a full website.
How we did it: from the copy to the live page
1. Copy built on an HR director's doubts
We started with a kick-off questionnaire in Notion. It set the target: HR directors and talent leads at large groups and scale-ups. Then their blockers: stalled hiring, rare profiles, overloaded HR teams. Then the firm's difference: the flexibility of a small team, with the rigour of established firms.
We then wrote three complete versions of the copy. One on the firm's story, one on results and speed, one on rigour and the long term. Michael picked one, which we validated on wireframes before any design.
The page follows the order of an HR director's questions. A promise first: “On ne recrute pas. Nous construisons ensemble votre organisation.” Then figures from the firm's assignments and the four problems it solves. Next come the method day by day and the offers with their prices. Finally, an FAQ takes up objections the way an HR director asks them.
2. A look that holds up against established firms
Starting from the Affinity RH brand guidelines, we designed several options for the top of the page. Then the full page on desktop and mobile, with its style guide. The visual tone stays restrained: black, white and aqua, portraits, plenty of space.
The offers show their price and content side by side. For an HR director, that is one less objection before the call.
3. A Webflow page Michael runs on his own
We built the page in Webflow, with reusable components, so a section can be added without starting over. Client logos, testimonials and the FAQ are managed in the CMS. The structure is ready to take offer pages or case studies later.
The page went live on 30 September 2025. A video training, with written documentation, let Michael take over his content.
| Measure | November 2025, six weeks after launch | November 2026 |
|---|---|---|
| Desktop performance score, out of 100 (Google PageSpeed Insights, then Lighthouse) | 98 | 94 |
| Technical SEO score, out of 100 (same tools) | 100 | 100 |
| English version | None | Added by Michael, on his own |
| Offers and figures on the page | Version delivered by Croissant | Updated by Michael |
Results: a showcase for HR directors, an autonomous founder
- A landing page live in five weeks, where the firm had no website at all.
- An autonomous founder: Michael added an English version on his own and has updated his offers and figures.
- A fast page on desktop: 98 out of 100 for performance six weeks after launch (Google PageSpeed Insights), and 100 out of 100 for technical SEO.
Booked calls are not measured on the page. So we do not publish a conversion figure.
Updated on 2/11/2026
