B2B TECH MARKETING PROJECT · 01
Website Rebuilt Around Buyer Proof
A complex product site restructured to help education buyers understand fit, find evidence and take a clearer next step.
THE COMMERCIAL SETTING
Business Context
A complex XR and EdTech portfolio had to serve teachers, institutional buyers and partners with different questions and levels of category familiarity.
- → Three connected product lines
- → Risk-aware institutional audience
- → Longer consideration journey
WHAT BLOCKED THE JOURNEY
Marketing Problem
The old site behaved like a corporate brochure rather than helping buyers find relevance, proof and a clear next step.
- → Feature-led structure
- → Limited decision support
- → No useful attribution baseline
THE WORKING BET
Hypothesis
If the architecture followed buyer questions and surfaced proof throughout the journey, the site could support both discovery and sales conversations.
- → Search intent as an IA input
- → Proof as a thread
- → Measurement defined before design
SCOPE & DECISIONS
What I Owned
I led the information architecture, messaging structure, SEO alignment and conversion-path planning, then coordinated the website vendor through implementation.
- → IA and user journeys
- → Page messaging and content framework
- → SEO-aligned structure
- → Vendor briefing and feedback
- → Analytics plan
THE EXECUTION
What I Built
A connected website structure that makes product relationships, buyer paths and evidence easier to understand.
- → Buyer-question-led pages
- → SEO-aware hierarchy
- → Conversion routes
- → Reusable proof modules
FROM PRODUCT LANGUAGE TO BUYER LANGUAGE
Website copy in practice.
THE NEXT OPTIMISATION LAYER
Launch & Measurement
The rebuild established a clearer product architecture, buyer-led messaging system and measurement-ready conversion journey. GA4 and Search Console now provide the baseline for evaluating discovery, proof engagement and enquiry behaviour.
- → New journeys can be compared by landing page and audience intent
- → Conversion paths have defined measurement points
- → Earlier SEO work reached #3 for a priority keyword and coincided with approximately 15% inbound lead lift
- → Website performance is evaluated as a distinct post-launch phase
THE INFERENCE
What I Learned
For complex products, proof should not sit in a separate resources area. It needs to appear where each buyer is making a decision.
- → Architecture is a messaging decision
- → Search intent reveals buyer language
- → Measurement gaps should be designed out early
TRANSFERABLE VALUE
Why It Matters
The work shows how website strategy can connect positioning, organic discovery, conversion design and sales enablement without overstating revenue attribution.
- → Clearer buyer paths
- → Reusable content structure
- → A measurable baseline