Pendo
Pendo’s site was patchwork after a period of acquisitions and new product launches — with a potential IPO on the horizon, it was time to tighten things up. I led content strategy and copywriting for their new website to help position the brand, organize the offering, and tell the story in a way that converted site visitors into customers.
- Positioning
- Content strategy
- Copywriting
Agency: Cake and Arrow
Less techie.
More human.
Software loves to talk features. Rather than a wall data points, we rewrote it to lead with benefits, cut jargon, and sound like it came from a human, not a manual.
Audience segmenting
We killed old internal naming conventions that ran the previous site’s architecture. Instead, we used a toggle to tailor products pages to their audience, allowing users to self-select their path in plain English rather than interpreting internal shorthand.
Sealing the deal
Conversion defines site success. We started with CTA’s — making sure they were in the right places and begged to be clicked while setting the right expectation for what happened next. Past the first click, we stripped the forms down to the essentials: simple for the visitor, but still enough firepower for sales to walk into that first call armed.