figma.com pricing page teardown: 61/100

Landing page examples › Pricing page › figma.com

The headline "Pick your plan, choose your seats" is a slogan that never says what Figma is or who it is for, so visitors land on a price grid with no reason to pick Figma over anything else.

We ran www.figma.com/pricing through PageCritic's landing page audit. It scored 61/100, #12 of the 14 SaaS pricing page examples we scored (average 67). Its strongest area is Mobile (100), and its weakest is Clarity (35).

Audited on 2026-10-24 from desktop and mobile screenshots plus the page's HTML. The scores are an AI's opinion of conversion best practices, not measured conversion rates, and figma.com didn't ask for this review. The page may have changed since.

figma.com on desktop, as the audit saw it

Scores

Overall61 avg 67

Clarity35 avg 45

Value prop40 avg 55

CTA40 avg 66

Trust67 avg 70

Design80 avg 72

Mobile100 avg 92

Speed & SEO90 avg 86

Bar: figma.com. Tick: the Pricing page average.

Top 3 issues, with fixes

1. No audience named

Nothing in the hero says who the plans are for (designers, developers, teams, enterprises). Visitors must scan four plan columns before they can tell whether Starter or Organization fits them.

Fix: Add a subheadline under the H1 that names the buyer, for example "For solo designers, dev teams and organizations shipping product together", and let it sit above the plan grid.

2. Headline states no result

"Pick your plan, choose your seats" describes a UI task, not an outcome the buyer wants. It could be the headline of any billing page.

Fix: Lead with the outcome, for example "Design, prototype and ship faster with one plan for your whole team", and move the seat instruction to the subheadline.

3. No reason to choose Figma

The only value claim on the first screen is a row of nine product chips. There is no statement of why this product beats alternatives, so the price grid has no justification behind it.

Fix: Replace or precede the product chip strip with one differentiator line, such as the collaboration or design-to-code benefit, and keep the product names as secondary detail.

What the figma.com pricing page does well

The H1 "Pick your plan, choose your seats" is short at 6 words and set at 72 px, so it is the clear top of the page.
Prices are visible at once: "Free" for Starter and "$16/mo" for the Professional Full seat appear in the first screen, so the cost is clear immediately.
A primary button sits in the first screen on both desktop and phone, so visitors have an action without scrolling.

See the full free report for figma.com, with the desktop and mobile screenshots we judged →

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