- SectorTechnology
- LocationUAE
- EngagementPositioning · Web design and development
Background
First Wave Technologies sells a technical product, and like most technology businesses its strongest advocates internally are the people closest to how it works.
The challenge
The recurring failure in technology marketing is that the people who understand the product best are the least able to describe it to someone who does not. Capability gets communicated as specification, and the buyer, who is often not an engineer, cannot tell what it would change for them.
The second difficulty is that technology categories are described in borrowed vocabulary. Everyone is a platform, everyone is intelligent, everyone is end to end. A buyer reading three vendor sites cannot distinguish between them, so the decision defaults to price or to whoever answers the phone first.
How we approached it
Lead with the outcome, support with the specification
We restructured the message so the first thing a buyer reads is what changes for them, with the technical depth kept and placed underneath for the people who will evaluate it properly.
Write out the borrowed vocabulary
Category language that every competitor uses carries no information. We replaced it with specific description, which is harder to write and considerably harder to copy.
A site that serves two readers
Technology purchases typically involve a commercial decision maker and a technical evaluator. The site was structured so neither has to read the other's content to get what they need.
Decisions that shaped it
We kept the technical detail rather than simplifying it away
The common fix for a technical site is to strip the depth out. That loses the evaluator, who is often the person who can veto the purchase. Placing it correctly works better than removing it.
What was delivered
- Positioning and messaging
- Website design and build
Where it landed
A proposition stated in terms of what it does for the buyer, with the technical substance intact for the people who assess it.
Services provided
Published with the client's permission. This case study is a summary of the engagement. Old Port does not publish performance figures unless the client has confirmed them in writing.