A B2B SaaS company selling compliance software to mid-market financial services firms had a product problem that was not actually about the product. Their platform was well-regarded by existing clients and consistently scored above 4.5 on review sites. But their marketing website was failing to convert the traffic they were generating.
Trial sign-ups had flatlined despite increasing ad spend. The Head of Marketing suspected the issue was the website, but could not pinpoint exactly what was wrong. They had tried two rounds of conversion rate optimisation with a previous agency, both of which produced marginal improvements that did not hold.
"We kept blaming the product and the market for our conversion numbers. Turns out, we were just explaining ourselves badly. The new site tells our story the way our clients actually experience it, and the numbers followed immediately."
Our assessment identified the core issue within the first week. The website had been built by the product team during the company's early days and was structured around technical features. It spoke to developers, not to the compliance officers and CFOs who actually made purchasing decisions. The language was technical. The demo request form asked for information that felt like a sales trap. The pricing page was hidden behind a contact form.
We restructured the entire site around buyer intent. The homepage was rewritten to lead with the compliance problems the product solved, not the features it offered. We created dedicated landing pages for each buyer persona - compliance officer, CFO, and IT director - each with different messaging and different conversion paths. The trial sign-up process was simplified from a 12-field form to a 4-field form with immediate access. Pricing was made transparent.
The rebuild was delivered in a single 12-week sprint on their existing tech stack. No platform migration was needed - the problem was messaging and structure, not technology.
Trial sign-ups increased by 84% in the first quarter after launch. Demo request rates improved by 2.1x, and because the leads were better qualified (the messaging was filtering out irrelevant traffic), cost per acquisition dropped by 37%. The sales team reported that inbound leads were arriving with a clearer understanding of the product and shorter sales cycles as a result.