Repositioning a Cybersecurity Platform for Scalable Growth

Project: Product Messaging and Website Redesign  

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Client Overview

Our client is a cyber risk intelligence platform helping organizations manage third-party risk with data-backed transparency, automation, and trusted frameworks.

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The Challenge

The client's messaging had become siloed across pages, with unintuitive product names prioritized over clear benefits. Their website lacked consistent UX patterns and buyer guidance, making it hard for first-time visitors to understand what the platform did or why it mattered. With a new visual design in development, they needed a cohesive messaging foundation, sharper positioning, and a site structure that aligned with the way buyers actually evaluate cyber risk platforms.

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Our Approach

We kicked off with a positioning workshop to align internal stakeholders around what challenges the client uniquely solves, who it's for, and what differentiates it in the market. From there, we delivered a buyer-centric strategy grounded in four key steps:

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Messaging Framework:

Created a modular messaging system organized by use case, platform layer, and key differentiators. This framework became the north star for content across the website and marketing programs.

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Buyer Journey & UX Analysis:

Audited the current site for content gaps, navigation issues, and inconsistent messaging. Built a revised journey flow for each persona—from awareness to decision—and mapped recommended CTA pathways and cross-links.

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Content Rewrite:

Rewrote all key pages using a consistent modular format: problem framing → solution narrative → capability table → CTA. We restructured their messaging to emphasize outcomes over product names, with clarity for first-time visitors and depth for technical buyers.

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Differentiation by Design:

Highlighted the client's most strategic differentiators through page copy, capability tables, and transitions.

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Key Deliverables

Messaging Foundation

• Positioning Workshop with sales, marketing, and product teams
• Strategyzer-style messaging framework organized by use case, persona, and capability
• Differentiator matrix to support sales narratives and competitive comparison

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Website UX and Buyer Journey Audit

• Mapped ideal visitor paths across awareness, consideration, and decision
• Recommended CTA placement, cross-link structure, and homepage journey flow
• UX wireframes and content outlines for each major site section.

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Homepage Rewrite

• New hero headline and subheadline focused on their core differentiator
• Modular homepage layout guiding visitors by role, use case, or platform tier.
• New "Why Security Teams Choose Us" section mapped to value drivers.

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About Page Rewrite

• Refreshed narrative to focus on the company mission, platform philosophy, and values
• Structured copy to support recruiting, media, and investor audiences
• Clear articulation of leadership credibility, team focus, and industry alignment

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Platform Overview Page

• Shifted structure from "overview of products" to why the platform is different
• Reframed content around four key differentiators
• Replaced old "use case" blocks with layered value narrative and outcomes-focused language
• Introduced modular CTA blocks to align with buyer stage

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Platform Tier Pages

• New hero and intro messaging for each tier focused on user outcomes
• Rewritten Section 2 tables using clear, descriptive capability titles
• Subheadline clarifications on dependencies
• Closing sections positioned each product as the foundation for scalable vendor risk workflows

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Use Case Overview & Deep Pages

• Use Case Overview Page restructured with bold headlines and clearer benefit messaging
• Rewrote all 4 Use Case pages, structuring each with Challenge → Solution → Capability Table → Customer Quote → CTA
• Reused capability language to ensure consistency across pages

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Industry CTA Optimization

• Created stronger call-to-action headlines for industry pages
• Added tailored closing lines that reflect sector-specific outcomes

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Results

• Cohesive site-wide messaging that can scale across future products and marketing
• Stronger buyer alignment with consistent capability descriptions and guided journeys
• Clear differentiation of the client's platform in a crowded cybersecurity space
• Reusable copy system for future campaigns, one-pagers, sales decks, and content programs

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