Sells focus first, e-ink hardware second, specs last.
TRMNL's custom product page for an e-ink dashboard display, for knowledge workers drowning in notifications. How the distraction story, video and integration grid earn the spec sheet, and the price hidden behind a click.
- Primary CTAGet Startedthe button the page is built around
- GoalProduct Purchasewhat counts as a conversion
- PlatformCustomproduct page page
- Built forB2BMarketing Agency
- The page as built, not a mockup.Analysed by Apexure, not by TRMNL.
- Client
- TRMNLMarketing Agency
- Industry
- Marketing Agency25 examples
- Audience
- B2BProduct Purchase
- Platform
- Custom38 examples
- Page type
- Product pageProduct Purchase
- Analysed by
- Waseem BashirMarch 2026
What the page does, and why
Why TRMNL sells focus: not hardware
TRMNL is an e-ink display that shows personalised dashboards, metrics, schedules, integrations, without the distraction of a backlit screen. The product is hardware, but the value proposition is attention. This distinction shapes everything about the page.
Rather than leading with specs (7.5-inch e-ink display, WiFi connectivity, 7-week battery) the page leads with the problem: we live in an era of distraction, and every screen you add to your environment makes it worse. TRMNL is positioned as the antidote, a single, intentional display that shows what you need without becoming another distraction source.
Design decisions
The dark theme throughout
mirrors the product’s aesthetic and reinforces the brand’s intellectual, minimalist positioning. A bright white page would signal the opposite of what TRMNL stands for. The design choice is a positioning statement before a word is read.
The “Get rid of distractions in 5, 2, 1…” countdown section
is a clever interactive metaphor, the page itself counts down to clarity, mirroring the benefit of the product. This kind of copy-design integration creates a memorable moment in the scroll journey that separates TRMNL from generic product pages.
The “We live in an era of distraction” video section
uses a film-quality production approach. The video isn’t a product demo. It’s a cultural statement about the cost of notification culture. For a product positioned around intentionality, a thoughtfully produced brand video is appropriate. Product demos convert the already-interested; brand narrative creates the category of interested.
The “Stay in flow state” workspace photo section
shows TRMNL in situ, on desks, in coffee shops, next to laptops. These environmental shots answer the implicit question “where would I actually use this?” and make the product tangible in the visitor’s own workspace context.
The integration logo grid
Stripe (Reddit, GitHub, ConvertKit, Mailchimp) functions as a use-case gallery. Each logo represents a real workflow that TRMNL can display. A developer seeing GitHub commits on an e-ink display next to their monitor immediately visualises their own use case without requiring explanation.
The "Compatible with your favourite apps" section positions the integration grid as compatibility rather than "we support these tools", a subtle but meaningful framing shift. Compatibility says the product fits into the buyer's world. Support says the vendor is doing the buyer a favour. The difference affects how the value is perceived and who feels in control of the relationship.
Trust architecture
For a hardware product in a niche category, trust comes from community validation and technical credibility. The integration ecosystem validates that this is a serious, maintained product. The workspace photography validates that real people use it in real environments. The FAQ section addressing subscription, multi-device support, and API access validates that the product has depth beyond the surface presentation.
"Niche hardware products face a specific credibility challenge: the visitor has never encountered the category before and has no reference point for quality or value. TRMNL solves this by showing the product in the context of familiar, trusted tools, GitHub, Stripe, Reddit. When a product connects to tools you already trust, the trust transfer is automatic."
Read more about how we approach product page design in our guide to Landing Page Call to Action Tips.
The technical specifications section near the bottom (dimensions, battery life, connectivity, refresh rate) is positioned correctly for a considered hardware purchase. By the time a visitor reaches the specs, they've already decided they want the product conceptually. The specs section answers the final 'but will it work for me?' question that prevents the technically-minded buyer from committing.
Conversion strategy
The page follows a philosophy-then-product sequence: establish the problem (distraction era) → articulate the ethos (signal over noise) → show the product in context (workspace photos) → demonstrate integration fit (logos) → address technical questions (specs, FAQ) → CTA. Each stage earns permission to move to the next.
"TRMNL is selling a new category, not a better version of something familiar. That requires a different conversion approach. You can't just list features and expect people to buy. You have to first win the argument that the problem is real and worth solving, then show your product as the solution. The narrative sections on this page do that philosophical groundwork."
Mobile experience
Knowledge workers browse product pages on mobile during commutes or between tasks. The page was tested at common mobile breakpoints, the dark theme maintains contrast on OLED screens, the integration logos scale to a clean three-column grid, and the workspace photography looks sharp on Retina displays without large file penalties.
The embedded video is a brand narrative, not a product walkthrough, and it's positioned mid-page rather than in the hero. This is deliberate: a cold hero video has a low watch rate; a mid-page video that appears after the visitor is already engaged sees much higher completion. We lazy-load the embed to prevent it affecting initial page load speed.
What we’d evolve today
Three priority improvements:
- Customer desk setup photography, user-submitted photos of TRMNL in real workspaces would provide authentic social proof that studio photography cannot replicate
- Live integration count, “Works with 200+ apps and growing” displayed next to the integration grid would signal an expanding ecosystem rather than a fixed feature set
- A configurator tool, letting visitors select their key integrations and see a preview of their personalised TRMNL dashboard would dramatically increase purchase intent by making the use case personal
Browse our full collection of landing page examples to see how we apply these principles across industries.
Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.
What the page leans on
The principles at work on this page, each named in the analysis above.
Problem agitation
This principle influences visitor behaviour and supports the page's conversion goal.
Authority
This principle influences visitor behaviour and supports the page's conversion goal.
Aspiration
This principle influences visitor behaviour and supports the page's conversion goal.
Social proof
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
What people ask about pages like this
The headline 'More Signal, Less Noise' works because it names a universal pain point for knowledge workers, information overload, without requiring any product explanation. Every person who manages multiple dashboards, notification streams, and data sources immediately connects with this frustration. The product description can wait; the emotional identification with the problem is what earns the next 30 seconds of attention.
The narrative section, 'Getting into flow state used to be difficult. TRMNL makes it your default', builds the case for a dedicated display by making the alternative (constant screen switching, notification interruption, context switching) feel costly rather than normal. This is problem agitation: it makes the status quo feel worse before presenting the solution. Visitors who agree with the framing have already accepted the need for TRMNL before seeing the product.
The integrations grid is a fit-qualification tool. A developer who uses GitHub daily, a creator who uses ConvertKit, or a business owner monitoring Stripe, each sees their existing workflow in the list and immediately understands how TRMNL fits without needing to imagine a use case. Integration breadth also signals that TRMNL is a serious product, not a side project. The presence of enterprise integrations (Stripe, GitHub) implies a professional-grade product.
Technical specifications answer 'what is it?', a question that only becomes relevant after 'why do I need it?' has been answered. Leading with specs, refresh rate, dimensions, connectivity, is a feature-first approach that loses visitors who haven't yet accepted the premise. TRMNL's page correctly sequences premise first (distraction problem), then solution (TRMNL), then proof (integrations, video), then specifications (for the already-convinced buyer). Specs are a closer, not an opener.
Three more, taken apart the same way
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"Hardware product pages that lead with specs are selling to engineers. TRMNL leads with the emotional use case, focus, flow state, less noise, which sells to knowledge workers who've never thought about e-ink displays before. The specs exist on the page for the already-convinced buyer; the narrative exists to create the conviction in the first place."