From 1.2% to 4.8% homepage conversion. In six weeks.

ClaraFlow had built a genuinely useful HR workflow product for mid-market teams. Their demo pipeline was full — but it was full of the wrong people. Sales calls ran long, closed slowly, and left the team exhausted. The product wasn't the problem. The messaging was.

A product people loved. A homepage nobody understood.

ClaraFlow came to us eight months into their go-to-market push. They had 40 paying customers and strong NPS — but their homepage was converting at 1.2%, their demo calendar was packed with SMBs who couldn't afford them, and their sales team was spending 70% of discovery calls explaining what the product actually did.

Their existing messaging tried to speak to everyone: solo HR managers, CHROs at enterprise firms, and everything in between. The result was messaging that resonated with no one. When we ran their homepage copy past 10 of their best existing customers, only 3 felt the site described a product they'd have sought out.

Signal first. Then the pipeline to capture it.

We started with a two-week ICP sprint — interviewing their 8 highest-value customers, mapping the buyer journey from first awareness to signed contract, and identifying the single characteristic shared by every deal that closed in under 30 days. The answer was consistent: operations-focused HR leads at Series A/B SaaS companies between 80–250 employees.

With the ICP locked, we rewrote the homepage from scratch — new hero, new problem framing, new social proof strategy targeting their ICP's specific anxieties. We also rewrote their demo request page, their email follow-up sequence, and their outbound cold email templates.

In parallel, we built their Engine: configured HubSpot with ICP-specific lead scoring, deployed a 3-part nurture sequence triggered by demo request, and set up automated follow-up so no lead went cold beyond 48 hours.

The right people started showing up.

Within three weeks of going live, homepage conversion jumped from 1.2% to 3.6%. By week six it had reached 4.8% — and the quality of demo requests had shifted sharply. The team reported that 7 out of 10 demos were now with leads who matched their ICP exactly, compared to 2 out of 10 before.

Demo-to-close rate improved by 2.3× over the following two months. The sales team spent less time on discovery and more time on closing — because prospects arrived already pre-qualified by the messaging.

Every deliverable, handed over in full.

Start with a free infrastructure audit.

We map your gaps, identify which pillars to build first, and hand you a clear roadmap — no commitment required.