Many Tech companies struggle to explain complex technologies. Their websites look like business cards, not sales assets. The result: long sales cycles, lost partnerships, and challenges in attracting investors.

I lead Equal, a product design agency. We turn websites and interfaces into sales assets: clear storytelling, value visualization, design systems, and UX equally understandable for engineers, procurement teams, and end users.

📈 The outcome — more deals, closing on average 30% faster, with stronger trust from partners and investors.

We’ve worked with Tech products — building marketing websites, ERP/ETRM interfaces, calculators, dashboards, and design systems. Our portfolio includes full-cycle projects (branding, websites, product UX, development) that helped clients scale and secure funding.

✅ What we deliver:

↳ B2B marketing websites (built to sell, not just look nice)

↳ Product UX/UI (from MVPs to complex dashboards)

↳ Design systems 

↳ Development of websites and applications

↳ UX audits for conversion & retention growth

↳ Pitch decks and investor presentations

👉 Want your website to sell your Tech product instead of just describing it?
Check out 2 short cases and book a 20-min intro call: https://calendly.com/serhii-equal/30-minute-session

Launching a client’s project always feels a bit like launching your own.

Yesterday, Hospitality Net introduced the new version of their platform🚀.

Hospitality Net is the world’s #1 global B2B content platform in the hospitality industry.

And a release like this is not about “refreshing the interface.”

Any website is part of a business funnel.
It moves a user from attention → to interest → to trust → to action.

And if the architecture, navigation, and focus are not well structured, the movement breaks.

Even if everything looks modern.

This project did not start with UI.
It started with a workshop.

With goal alignment.
With understanding the audience.
With analyzing the logic of how users move inside the platform.

Because branding and design are not the goal.
They are tools that help the business grow.

In HN2026, our team at Equal worked on the architecture, UX logic, content structure, and visual system — the foundation that makes the user journey natural and clear.

The development was led by the Hospitality Net team, headed by CTO Davy Schoon.
And an interesting fact — they integrated Claude AI / Claude Code into their development workflow😉.

Special thanks to Henri Roelings for the trust and synergy.

And to the entire HN team — for the focus, openness, and true partnership.

We will soon publish a detailed case study about our journey🤩.

For now, you can explore it yourself.
 
Link in the first comment.👇

Serhii Huba

Make complex products simple to buy -​> websites + product UX that win B2B deals | Founder & CEO @Equal

Today we launched HN2026, our new iteration of Hospitality Net 🎉 You’ll spot the obvious changes right away: cleaner pages, simpler navigation, and a smoother reading experience across devices. But the real story is under the hood: HN2026 is a solid new foundation for everything we want to build next. One more thing I’m genuinely excited about: we developed this new platform with Claude AI and Claude Code as part of our workflow - a big shift in how we build, iterate, and move faster. Huge thank you to HN's CTO Davy Schoon for the energy, focus, and persistence it took to get here 🙌 And a special shout-out to Equal for the design partnership and for helping us create a more focused, modern experience. This is just the beginning - stay tuned for what’s next. Check out https://lnkd.in/e9wUvmU7.

Great opportunity for therapists in Birmingham and Manchester.

Hussain Wadiwalla and his team are growing their practice thoughtfully and looking for someone with 2–5 years’ experience who cares about quality work and being part of a supportive team.

If this sounds like you, I’ve sent your CV to Hussen - or feel free to reach out to him directly with your CV and a short introduction.

We’re looking for passionate, committed therapists to join our private practice as we continue to grow month by month.
We currently operate across two locations – Birmingham and Manchester – and are expanding our clinical team to meet increasing demand.
We’re particularly interested in therapists with 2–5 years’ post-qualification experience who:

Care deeply about client outcomes

Value high clinical standards and reflective practice

Enjoy being part of a supportive, collaborative team

Want to grow alongside a practice that is investing long-term in quality and sustainability

If you’re looking for a practice where your work is valued, your diary is supported, and your professional development genuinely matters, we’d love to hear from you.

If interested, please get in touch with your CV and a short introduction.

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