"Most marketing folks default to fluffy words that don’t make sense to technical users. But you helped us cut through that.”
Feedback Intelligence was helping teams building LLM-powered products understand what their users were experiencing and where those products were failing.
But the company was also creating a category that prospective customers did not yet have an established name for. That made the homepage unusually difficult to explain.
The founders understood the product and the market deeply. The problem was translating that understanding into language a new visitor would immediately recognize.
The homepage was asking people to understand the category before they could understand why they needed it.
For a technical audience, abstract category language makes that problem worse. A sophisticated-sounding description may be accurate, but it does not necessarily connect to the painful situation that brought someone to the website.
The work centered on closing the distance between how the company described the product and how its champions described the problem.
We focused on four questions:
Instead of inventing a smarter-sounding category statement, we anchored the message in words users already understood and believed.
That language shaped the homepage hierarchy.
The problem needed to be visible first. The solution then had to explain what Feedback Intelligence did without requiring visitors to decode a new category or a collection of vague AI claims.
The result was a much crisper homepage: one that expressed the pain and solution using the same language the company’s champions used themselves.
It was still a new product in a new category. But visitors no longer had to understand the entire category before understanding why the product mattered.
We reached out because we struggled to articulate our users’ pain points in their language.
Most marketing folks default to fluffy words that don’t make sense to technical users, especially when you're creating a new category. But you helped us cut through that and land messaging that clearly states the problem and solution in the words our champions actually use.
The homepage messaging is super crisp now.
