Sam Ostrom's Work Portfolio
Website Positioning and Messaging
Summary: When Autify released the v2 version of their product, Autify Nexus, it was clear that we needed a new and improved website. I led the ideation and implementation of the current website. All of the messaging and positioning that is up there currently was done by me.
You can still see Autify's old website as they still have current customers using the legacy product.
Screenshots of the current website. Please visit the website if you want to see the full product
Why did we undertake this initiative?
We undertook this project for a couple of reasons:
1) We had a lot of traffic that would come to our site and leave without ever clicking on anything.
2) Combined with number 1, our current customer base complained a lot that things weren't easy to find. Links were broken and our website structure was extremely disorganized. We had no lead tracking connected to our website. Some of our other product offerings weren't even visible.
3) Our website did not feel like an AI platform. We wanted to position ourselves as a leading AI platform.
What did I do to complete this initiative?
I was the original driver behind this project. I brought up to my CEO that we needed a new website after I analyzed and found the above. After getting sign off, I broke it down into individualized steps and got to work.
1) I built a concept how we wanted to position Autify in the market, how we wanted the website to feel, and what we wanted our messaging to be. I also thought about what the problems were with the old website. Below were the primary goals I had for the website:
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- The website should be simple and easy to navigate and intuitively structured with user experience in mind.
- Our entrance page should be a product listing page indicating exactly what we provide
- Our website should be sleek and cutting-edge in design, indicating we are at the forefront of technology to gain user confidence.
- Each product should have it's own call to action on the page to sign up
- Pricing, Resources and Education should be easy to find
- Our messaging should revolve around being AI-powered and accelerating your testing
- The website should be hooked up to hubspot to track leads easier
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2) After I created those goals, I designed the structure of the website. I can't show how the structure looks because of proprietary reasons but the structure of the website was a very simple one. Our entrance page was a product listing page that a user could navigate easily to each product. Each product page had a form or contact us button to sign up for a demo that sent us a slack message and connected to Hubspot as a lead. It also gave a brief summary of the prime capabilities of the product and with diagrams and screenshots. The header was supposed to be present on every page to easily navigate through the site and get you to our resources, products, pricing, about us, and blogs.
3) Once I had the general structure of the website, I needed to hire a web design firm as Autify did not have the bandwidth to do it internally. I got 3 bids for the job and selected a contract based off of price point, work history, and their demos of what the website could look like.
4) After that, I guided them on how each page should look, what to work on and came up with messaging for the website. They had a lot of experience in designing but I had to supply them with product capabilities and what to write. Everything you see on the current website I reviewed or came up with myself.
Results of the initiative?
This initiative took about 3 months to complete the first release and until I left Autify I helped constantly maintain. The results of the initiative were as follows:
1) Our traffic stayed on the site longer. Clients were exploring our website for a longer period of time than they were on the old website.
2) We stopped receiving complaints from current customers about our website being difficult to find items they were looking for and instead were booking meetings with us to transfer over to our newer products.
3) Leads actually gave us feedback that our website was very impressive and transparent about what we did and charged, something that we didn't anticipate.
4) Internally, we were able to release website changes much faster and easier. Tracking incoming leads became a lot easier as our forms were directly connected to Hubspot.
5) Our website felt exactly how we meant for it to feel, simple to use, navigate and on the forefront of AI technology.