In a fast-growing startup where technical and product challenges took precedence, investing in the marketing website was not a priority. However, with the strategy shift that occurred at the beginning of 2023, placing an emphasis on enterprise sales, the expectations were raised considerably.

We needed the website to reflect the professionalism of the product we were developing – a sophisticated tool. The sales department requested a more polished appearance to bolster their efforts.

To better understand the scope and desired outcomes for the redesign, we’ve put together multiple workshops with the stakeholders, some group ones, some one-to-one to gather both the business, branding and positioning needs.

We took the time to underline what each stakeholder was seeing value in and what story the company wanted to tell, to support the enterprise growth.

The overall aesthetic of the old marketing website didn't align with the new enterprise goals for the company. Simultaneously, there were opportunities for improvement in information architecture, formatting, and information density. Here are some of the main areas we identified for improvement:

1. Overall visual design. The use of a saturated color palette is overwhelming, along with the lack of white space and a clear hierarchy.

2. High cognitive load. Users don't read; they scan. Too much information can be very taxing and unnecessarily complex.

3. Missed CTA opportunities. Since the main purpose of the website is conversion, the calls to action should be more frequently present.

1. Liked by everyone, loved by no one.

As we were defining the priority and messaging, we found that the most challenging discussion revolved around crafting an identity that appeals to a wide range of industries while also being specific enough for potential customers to identify themselves as potential product users.

With the assistance of an external advisor, we successfully aligned the main focus point and the overall feel of the new branding.

2. Overly complex vs industry base line

Marketing a complex product with a multitude of both high-value innovative features and industry-standard must-haves can quickly lead to unmanageable content. How can you effectively communicate value while simultaneously alleviating potential client anxieties about feature overload?

Since the primary call to action is "Book a demo" without the availability of a free trial or a free account, initial investment and friction for website visitors can be relatively high. How can we address this challenge?
The solution we devised was to separate the features from the landing page.

The landing page would focus on crafting a compelling narrative. We employed the Jobs To Be Done framework to determine the topics we would address, while the features would be detailed on a separate Product page.
This separation was essential to prevent over saturation of the landing page with excessive technical information.

First and foremost, we needed to ensure that the website addressed the questions our target users were facing. It had to serve as a platform to inspire change and convey professionalism. This required concise copy that clearly explained the problems the company could solve, making it easy for viewers to understand and piquing their interest to click the 'Book a Demo' button.

Once we had the content outlined and the stakeholders were fine-tuning the copy, we moved on to designing the pages.

During the design stage, we greatly leveraged our external stakeholders, conducting multiple brainstorming meetings, design reviews, and feedback sessions. This collaborative process proved to be a valuable and enriching experience. We iterated until we were confident that the design was on point.

One notable technical constraint was the absence of a dedicated developer for the redesign, so I took on the implementation using WebFlow.

Recognizing the significance of precisely defining the target users and framing the product according to the genuine needs of potential clients leads to better results.

Ensuring that stakeholders rally behind the same principles, and that everyone feels heard and considered, facilitates a smooth and rewarding process.

Finally, it's essential to underscore the immense value of having highly experienced external stakeholders and the fresh perspective they bring.