Figma’s Homepage Copywriting Tactics (Part 1)

Unraveling what makes Figma’s homepage compelling to customers.

Benjamin Watkins


Writing on Substack is amazing.

I love everything about it so far (even though I’m still figuring it out). Here’s another example of a post I shared that I’m also putting on here.

If you liked it, check out my Substack.

Figma’s position in the market

“We started looking into interface design. We saw that even though design is inherently collaborative, popular design tools were single-player and offline at the time. We thought that if we could use WebGL and make a design tool similar to Google Docs, then we could take this market where there hasn’t been much innovation for decades.”

- Founder, Dylan Fields

If you walked around Brown University’s computer lab in 2012, you may not have realized the two students who would make a 20 billion startup called Figma.

Dylan Field and Evan Wallace were the students who founded Figma in 2012. One of the most incredible things about their journey is that they spent four years building a great product. They didn’t launch Figma until 2016.

What stands out in his journey is that Dylan Field dropped out of Brown University to accept a Thiel Fellowship. This allowed him to take the $100k award from the fellowship and work on a banger startup idea.

They wanted to compete against the likes of Canva & Photoshop to Miro & Invision.

This is what Figma hoped to be in 2012.

“The idea has evolved since Field’s initial pitch. “At first we were looking at 3-D content generation,” he said. “What we are doing now is mainly segmentation.” This feature refers to the ability to cut people or objects out of an image and displace them into other images.

‘I think it will be an amazing tool to help people unleash their creativity,’ Field said.”

This is what Figma is in 2023.

“Figma is for people to create, share, and test designs for websites, mobile apps, and other digital products and experiences. It is a popular tool for designers, product managers