We rebuilt a payroll API company's website to show how more technical buyers could get answers and book a demo the same day.
Technical buyers who found the old site could not get a straight answer without booking a sales call first. Here is the journey a buyer takes on the old site, what we changed and why.
Follow one buyer, Nina, a product lead at an HR software company, through the old site.
Nina is an illustrative buyer, but every step below is something the old site does today. Each one is a point where a good deal can slip away.
- STEP 1
She searches for a payroll API and lands on the homepage.
WHERE IT LEAKSThe homepage says “The all-in-one payroll infrastructure platform”. It does not say who it is for or what the API does, so she has to dig to find out whether it fits her product.
- STEP 2
She has a technical question about off-cycle payments.
WHERE IT LEAKSThe answer is not on the site, and the only way to ask is the “Talk to our team” button.
- STEP 3
She clicks “Talk to our team”.
WHERE IT LEAKSThe page says a rep will reach out to schedule a call. It never asks what she is building, so the rep cannot tell how ready she is.
- STEP 4
She waits to hear back.
WHERE IT LEAKSFinding a time takes several emails. Meanwhile another vendor's docs answer her question, and she books their demo instead.
- STEP 5
She has the demo and takes it to her team.
WHERE IT LEAKSNothing on the site keeps the conversation going, so the deal goes quiet while her team decides.
We changed six things, and each one closes a step where Nina could slip away.
None of it needs a bigger marketing budget. It changes what the site says, how fast it answers and how easy it is to book a demo.
- CHANGE 1 OF 6 · MESSAGING
Say what it does and who it is for
BEFOREThe all-in-one payroll infrastructure platform.
AFTERAdd payroll to your HR software with one API.
WHYTechnical buyers decide in seconds whether a product fits. A first line that names the job and the buyer saves them the digging.
- CHANGE 2 OF 6 · QUALIFYING
Ask four questions before the demo
BEFOREContact sales, and a rep will reach out.
AFTERCompany size, role, what you are building and when you want to launch.
WHYThe answers tell sales who is ready to buy, and send students and vendors to the docs instead of onto the calendar.
- CHANGE 3 OF 6 · AI ASSISTANT
Answer technical questions from the docs
BEFOREEvery question goes through “Talk to our team”.
AFTERAn assistant that has read the docs answers questions like “Can we run off-cycle payments?” at any hour, and hands over to an engineer when a person is needed.
WHYBuyers comparing vendors want answers the same day. The vendor whose docs answer first is often the one that gets the demo.
- CHANGE 4 OF 6 · BOOKING
Book the demo straight onto an engineer's calendar
BEFOREA rep will reach out to schedule a call.
AFTERQualified buyers pick a time, such as Thursday at 2:00 PM, and invite their own colleagues.
WHYEvery email spent finding a time is a chance for the buyer to book with someone else.
- CHANGE 5 OF 6 · FOLLOW-UP
Keep the deal moving after the demo
BEFORENothing on the site after the demo.
AFTERA recap and the recording the same day, a security pack for IT and answers for the finance team.
WHYPayroll is a decision several people make. Short, useful notes keep the deal from going quiet while they talk.
- CHANGE 6 OF 6 · SMART PAGES
Write a page for each use case
BEFOREOne product page for every kind of buyer.
AFTERPayroll for HR platforms, off-cycle payments, contractor payouts, and so on.
WHYBuyers search for their own use case. A page written for each answers the search and leads to the same demo booking.
We have not run this on their site, because they are not a client. Here is what we would measure if we did.
We would watch three numbers: how many visitors finish the qualifying questions, how many of them book a demo, and how many demos turn into signed contracts. On a client's site, these are the numbers we report every month.
Start with the free test.
Ten questions about how your leads come in and what happens next. You get a free result straight away, and a full plan with a review of your own site if you want it.
Get the same teardown on your site.
In a Leak Audit we record a walk through your site as a buyer, then send a ranked list of what to change and why. You can make the changes yourself, or have us rebuild it with you.
A full rebuild is part of the website overhaul, priced after a short conversation.