Executive Summary
Acme Co is rebuilding its marketing site to reposition as the category leader for mid-market operations teams. The new site must increase qualified demo requests by 40% within Q3 while making the product feel less developer-heavy and more team-ready. The agency will deliver a fresh content architecture, a refreshed visual identity, and a Webflow build with a clean CMS for the in-house marketing team.
Business Overview
Acme Co is a 6-year-old SaaS company (45 staff, Series B, Dublin + remote) selling a workflow orchestration platform to operations leaders at 50–500 person SaaS companies. Current ARR is ~€7M with a 110% net retention. The current marketing site was built in 2022, is heavily developer-focused, and no longer reflects the product's move upmarket.
Project Goals & Objectives
1) Lift qualified demo bookings by 40% in Q3. 2) Reduce homepage bounce rate from 62% to under 45%. 3) Give the in-house marketing team a CMS they can publish to weekly without engineering. 4) Position Acme as the obvious choice for ops leaders evaluating workflow tools in the next 90 days.
Target Audience Profile
Primary: Heads of Operations at 50–500 person SaaS companies, 32–48 years old, evaluating workflow tools in a 60–90 day buying cycle. Pain: spreadsheet sprawl, brittle Zapier flows, low visibility for execs. Secondary: RevOps and Finance Ops leaders who get pulled into the buying committee.
Competitor & Inspiration Analysis
Direct: Workato (enterprise-feeling, expensive), Tray.io (developer-leaning), n8n (open-source, technical). Inspiration: Linear (clarity), Vercel (developer trust without alienating PMs), Ramp (mid-market positioning). Acme should sit visually closer to Linear/Ramp than to Workato.
Brand & Visual Direction
Confident, plainspoken, slightly playful. Drop jargon and ‘synergy’. Visual: high-contrast neutrals with a single warm accent (amber or coral), generous whitespace, editorial typography pairing a modern serif display with a clean grotesque body. No stock photography — illustration and product UI only.
Scope of Work
Content architecture & messaging (3 weeks). New visual system & component library in Figma (3 weeks). Webflow build of 12 templates + CMS for blog, customers, changelog (5 weeks). Migration of 28 existing blog posts. Analytics & event tracking via PostHog. Two rounds of QA. Out of scope: app UI redesign, paid ad creative.
Technical Requirements
Webflow Enterprise CMS. PostHog event tracking with named events for `cta_click_demo` and `cta_click_pricing`. SEO: schema.org Organization + FAQPage where relevant, sitemap.xml, robots.txt, Open Graph images per template. Performance budget: LCP < 2.0s on a Moto G4 throttled connection. Accessibility: WCAG 2.2 AA.
Budget Range & Timeline
Total budget: €58,000 (fixed). Timeline: 11 weeks from kickoff (Mon 8 Sep) to launch (Mon 24 Nov). Two payment milestones: 50% at kickoff, 50% on launch. Change requests above 4 hours billed at €120/hr.
Key Questions for the Agency
1) Who on the Acme side owns final approval on copy vs. design? 2) Is the new brand system being applied to the in-app UI in parallel, or marketing-site only? 3) Do you want the customer stories built as a CMS collection now, or hardcoded for v1? 4) Confirm the analytics stack — PostHog only, or also GA4 for the finance team?