Full website
copy
Brand
messaging
Case
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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.”
PROJECT OVERVIEW
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.
THE “BEFORE”
XSUNT’s website was out of date and didn’t reflect their current product offering.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.
KEY OBJECTIVES
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.
OUR APPROACH
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.
BEFORE
AFTER
ATTENTION-GRABBING, CLICK-DRIVING HEADLINES
80% of people ONLY read headlines.
And the main page headline is what determines if someone will stay on the page or leave. So, it’s safe to say that this is the most important copy on the page.
On XSUNT’s product page, we took the phrase “Excel gymnastics” from customer language and overcame a major objection to using analytics tools (too many clicks to find what they need). Research finds that rhyming headlines are more likeable, persuasive, trustworthy, and easy to remember.
On the field force page, we called out the main problem in the headline – sales reps don’t know who to target.
Using negative words in a headline is scientifically proven to increase attention, engagement, and click-through rates. This is because our brains are wired for negativity. Psychologically, we’re more motivated to avoid pain than to seek gain.
REINFORCING THE PROBLEM
Most brands skip talking about the problem and jump straight to their solution. But if there’s no problem, there’s no sale. The more you talk about the problem, the more motivated your readers will be to solve it.
We brought up the problem throughout the entire website to show how xOne is uniquely positioned to solve it, tell a consistent story, and drive sales.
Statistics show that companies with strong storytelling outperform competitors by an estimated 20%.
POSITIONING AND DIFFERENTIATION
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. Not only analytics, but sales enablement.
USING THE VOICE OF THE CUSTOMER
Throughout the website, we used words and phrases that came directly from the customer interviews. “Fish where the fish are” and “zoom in on targets” are common phrases pharma sales reps use to describe how they find high-opportunity physicians.
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, makes them feel like you’re in their head, and doesn’t feel
like marketing.
OVERCOMING OBJECTIONS
It’s natural to get pushback from team members when adopting a new tech tool. We anticipated and countered objections throughout the site to reassure pharma teams that it would be easy to get onboard xOne.
THE END RESULT
With the launch, XSUNT’s website turned into a strategic sales asset. Only 3 months after going live, they closed several new clients – from large pharmaceutical companies to biotech firms.
See XSUNT’s About page here 👇
Need support with brand messaging and conversion-focused copy for your health brand?
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