CloudLion
CloudLion had a strong product and a growing customer base. Their website communicated neither. We rebuilt it from the message out.
CloudLion had a strong product and a growing customer base. Their website communicated neither. We rebuilt it from the message out.
Left: Messaging audit workshop — surfacing the language CloudLion's best customers actually used. Right: Revised information architecture with value statement leading, features following.
CloudLion had built a solid product in a competitive space and was growing steadily through referrals. But first-time website visitors couldn't tell what CloudLion actually did. The site led with features rather than outcomes, used technical language before establishing any shared context, and asked visitors to request a demo before giving them a reason to want one.
The team knew this was costing them. Sales calls consistently opened with the same question: "So, what exactly do you do?" That question should be answered by the website, not by the sales team.
A messaging audit and competitive landscape review surfaced the core problem quickly: the site was written for the team, not for the customer. It reflected how CloudLion thought about its product rather than the problem customers were trying to solve when they arrived. Three discovery sessions with the founding team helped us understand the language their best customers used — and that language was almost entirely absent from the site.
Competitor analysis showed that most players in the space had the same problem. There was an opening to differentiate not just visually but through clarity and voice.
"Every sales call started with 'so what do you do?' That question should be answered before someone picks up the phone."
We developed a revised information architecture that led with the outcome CloudLion delivered — faster, simpler infrastructure management for growing teams — before introducing features or specs. The visual language was updated to feel precise and technically credible without being intimidating, and carried through consistently from the homepage to the pricing page.
Post-launch, the team reported fewer clarifying questions in sales conversations and more qualified leads arriving through the contact form. Visitors were spending nearly three times as long on the site and arriving at demos with a much clearer picture of what they were evaluating.
The redesigned site: outcome-led messaging, clear target audience, and technical credibility without jargon. Average session duration improved 2.8× within two months of launch.
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