Cloak Chat

The brief

Cloak Chat is a private, encrypted messaging platform: feature-parity with Discord (rooms, roles, video calls, file vault) but with Signal-protocol cryptography on top. Hard pitch to land in a hero: most “secure” chat apps lose the features people actually use, and most full-featured chat apps quietly monetize your data. Cloak does both.

The marketing site needed to land that wedge in seconds, prove the cryptography credibly without burying the page in jargon, and convert visitors to the closed-beta waitlist while the product is still gating signups.

What we built

• A focused above-the-fold pitch (“the private Discord alternative, encrypted by default”) with the underlying primitives (Signal Protocol, AES-256-GCM, Curve25519, Zero Knowledge, WebTransport TLS 1.3) shown as quiet badges, not screaming headlines.
• A “private but limited / feature-rich but exposed / Cloak Chat” three-column comparison so the wedge is visible without reading a single paragraph.
• A four-tier pricing page (Free, Basic, Plus, Pro) with explicit “every plan uses end-to-end encryption” reassurance and clear tier limits for rooms, vault storage, and video streaming.
• A long-form FAQ with full schema.org markup covering encryption protocols, room limits, voice/video architecture (P2P vs SFU), file vault, and message persistence, so search engines can answer the questions before someone has to ask.
• Waitlist capture as the single primary CTA repeated through the page, sized for closed-beta conversion rather than vanity metrics.

What we kept off the page

No fake “social proof” counters, no “as seen in” logo wall, no aggressive cookie banner. The product’s whole pitch is we don’t track you. The marketing site has to live by the same rule.