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“We’re really happy with how the project turned out. Since going live with the website and product 3 months ago, we’ve signed new pharma clients.”
Jonathan Kaskey
Vice President of Sales and Marketing, XSUNT
“We chose to work with Kayla because of her expertise in the healthtech industry. We were looking for someone who could help us communicate a unique message that would differentiate us from other vendors. Throughout the project, Kayla was very organized, responsive, and collaborative. We appreciated the detailed research she did to understand our customers and market, and the conversational tone she brought into the copy that reflected how our customers actually speak.
We’ve been pulling copy from the Message Map into our sales decks and social media posts, which has sped up content production. Her detailed feedback on the design before we launched the site was a pleasant surprise as well. We’re really happy with how the project turned out – since going live with the website and product 3 months ago, we’ve signed new pharma clients.”
XSUNT is a B2B SaaS company delivering trusted data solutions to the pharmaceutical industry for more than two decades. The team reached out for help with revamping their website as they began scaling commercial efforts and launched a new AI platform, xOne.
Within just 3 months of the website relaunch, they signed several new clients.
XSUNT’s website was out of date and didn’t reflect their current product offering. It positioned the company as a consultancy rather than a modern, AI-powered software platform, and the copy wasn’t supporting sales.
XSUNT was looking for a strategist and copywriter to help them tell their message clearly and succinctly – and differentiate them from other vendors telling a similar AI story. They wanted a modern, professional website that would help them acquire new pharmaceutical clients.
We conducted company stakeholder interviews, demoed the product, and spoke to several of XSUNT’s customers to understand how they use the tool in their daily work and the unique value it provides.
Beyond that, we researched the pharmaceutical industry in-depth to uncover common challenges, hesitations, and motivations surrounding data analytics and sales. Finally, we reviewed 10+ competitor websites to pinpoint messaging patterns and find the whitespace, so XSUNT could stand out in the market with a distinct message.
First, we delivered the Messaging Strategy based on that research to align on the brand’s core value narrative – including who they serve, the problem they solve, why pharma companies need their solution, and the main benefits. Then we turned the messaging into strategic sales copy for their 6-page website.
80% of people only read headlines and the main page headline determines if someone stays or leaves.
On the product page, we took the phrase “Excel gymnastics” from customer language. And overcame a major objection to using analytics tools (too many clicks). Research finds that rhyming headlines are more likeable, persuasive, trustworthy, and easy to remember.
On the field force page, we led with the main problem: sales reps don’t know who to target.
Negative words in headlines are scientifically proven to increase attention and click-through rates.
Most brands jump straight to their solution without establishing the problem customers are struggling with. But the more you talk about the problem, the more motivated your prospects will be to solve it.
We consistently brought up the problem to show how xOne is uniquely positioned to solve it.
To stand out from the sea of generic vendors who positioned themselves as “AI-powered data analytics tools,” we positioned xOne around the unique value it provides. It’s a one-stop shop for pharmaceutical analytics and strategic sales.
Customers described the tool as the “single source of truth” and a “critical enabler of their sales process,” so that’s what we honed in on when defining the product category.
Throughout the website, we used words and phrases that came directly from the customer interviews.
Copy based on the voice of the customer converts at much higher rates (commonly reported at 2 to 5 times higher) because it reflects how your reader speaks and doesn’t feel like marketing.
It’s natural to get pushback from team members when adopting a new tech tool.
We anticipated and countered objections to reassure pharma teams that it’s easy to get started.
With the launch, XSUNT’s website turned into a strategic sales asset, helping drive pipeline. Only 3 months after going live with the messaging and copy, they closed several new clients – from large pharmaceutical companies to biotech firms.
Hover over the screenshot and scroll to see the full page.
Hover over the screenshot and scroll to see the full page.
Need support with brand messaging and conversion-focused copy for your B2B tech brand?
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