A B2B website for a complex service
What to do when the service is strong but has to be explained by hand on every call.
Context
The company had a technical service with a long sales cycle and a website assembled at some point from stock blocks. Clients came by referral, and the site was used mostly as proof that the company exists.
Problem
The site did not explain what the company was useful for or how it differed from the rest. The services sat in one list with no logic between them, and there were no separate pages for the individual directions. Requests were rare and vaguely worded, and the sales team told the same story again on every first call.
Approach
Aivex started not with a layout but with the client’s path: which problem they are solving, what they need to understand on each screen and what proof they need before writing to you. The structure was assembled around that path rather than around the usual set of sections.
Solution
- described the positioning and built the structure around the client path
- split the directions into separate service pages
- wrote copy that explains the complex part without overloading the reader
- added cases as proof of the approach, with no invented numbers
- rebuilt the request form: fewer fields, more context in the reply
Result
The site stopped being a business card and became a tool for explaining: the home page shows the problem and the approach, the service pages open up the directions, the cases add trust, and the form collects better-considered requests.
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