Built.io, previously Raw Engineering, recently transitioned from being a service company to being a SaaS product company. It had three seemingly disparate products that were all API-based and could be used together or separately. It had seen some traction in what it called the “digital enterprise” space, but wanted to expand into Industrial IoT, connected spaces, and connected transportation. In addition it wanted to span across multiple verticles, like sports and entertainment.
It had only three out-dated case studies that focused on a product that was not a priority for the business, and the organization was strongly sales-oriented. It did not rely on the website to capture leads or tell its story because it did not yet understand what its story should be.
In addition, its flagship product, an integration platform, needed to cater to both self-service and enterprise customers.
Lastly it relied heavily on long-form copy to explain its complex products.
The website needed to update its messaging and content strategy. In the end, I focused on the following:
- Creating clear messaging that explained that Built.io’s products could work in a variety of contexts.
- Packaging up the products as an enterprise suite that worked across verticals.
- Upleveling the content and making it more visual.
- Ensuring that the website acted as a lead generation and education machine.
