AI SaaS Marketing Site

A marketing site for an AI startup that resulted in an 8 figure acquisition.

Executive Summary

Voicera was a series-A venture funded SaaS startup in Silicon Valley. Lead by a team of engineers formerly of Oracle, their Artificial Intelligence product Eva is a meeting assistant that joins conference calls and video chats and makes notes, summaries, and other searchable tools to help manage meeting content.

The Context and Challenge

Initially Voicera brought us on to help them reorganize and better market their AI product when the company was still known by a different name. The previous site, while a decent first draft, had a mishmash of icons and illustrations, and was not focused on the benefits Eva brought to the end user. we worked together to clean up and standardize the site.

After a few months of engagement, the company changed its name to Voicera and was ready to rebrand and redo their website entirely, for which they engaged us.

The Process and Insight

We began with a rebrand focused on users, building a consistent visual style across the site and online app. We developed branding guidelines to save time and money by putting forth a repeatable process for developing new collateral, advertising, and Ib modules with a simple-to-follow process. Because the company was doing a lot of facebook and other paid ads, speaking events where they distributed collateral, and other marketing activities, consistent presentation was important. Guidelines Ire also helpful because they take the guesswork and decision-making of small design decisions in favor of big-picture problem solving.

Representing and selling Artificial Intelligence products to the public can be a challenge. No one really wants to see images of robots doing tasks that the software does. Instead, we advocated for art direction that was focused on people in business situations where their AI tool could be in use. We wanted users and potential users to imagine themselves as reaping the benefits of using their AI assistant. In the end, a product is about the users that engage with it and the benefits from using it, so we focused on people in authentic, straightforward situations rather than visualize the AI product as variously imagined robots or lines of code (too many cheesy robot pictures out there, and not an appropriate feel). we wanted the overall impression of Voicera to be a company / product whose main benefit of use for the end user was presence and engagement, and we wanted users to identify with aspirational images of relaxed and active meeting engagement.

We also developed a new strategy and site architecture focused on use cases for the product, potential end users, and all the ways that Eva could benefit a user, rather than focus on the features of the product. we advocated for this because, although features are important to the engineers of the software, users are always more interested in what benefits or problems a product can solve for them.

We launched the redone site as an extendable system in which new page types can be added as needed. Over time we developed a number of landing pages for various users and events, in addition to having a robust system for job listings and applications.

The site was initially built entirely from scratch with html css & js, then converted to a custom WordPress theme, and powered by Advanced Custom Fields for data management. We began with a rebrand focused on users, building a consistent visual style across the site and online app. We developed branding guidelines to save time and money by putting forth a repeatable process for developing new collateral, advertising, and Ib modules with a simple-to-follow process. Because the company was doing a lot of facebook and other paid ads, speaking events where they distributed collateral, and other marketing activities, consistent presentation was important. Guidelines were also helpful because they take the guesswork and decision-making of small design decisions in favor of big-picture problem solving.

The Results

Since the rebranding and new marketing site was implemented, Voicera saw significant and consistent user growth thanks in no small part to consistent branding and a clearer, user- and benefit-focused marketing site for their software. They were then acquired by a major tech company in an 8 figure deal.