Wait. Your site doesn’t need a redesign. It just needs a messaging facelift.

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Josh happily announced one day that he was redesigning the website. Cut to me, screaming in marketer.

“Maybe we should start with the messaging first?” I said, with so much hope. Vector’s website messaging was super solid already (thanks Josh). It was clear, easy to understand. But it wasn’t speaking the language of our customers today. 

In this episode of This Meeting Could’ve Been a Podcast, Josh and I get into how we revamped Vector’s messaging to align with a product launch, and how I helped steer Josh away from a shiny new website that we didn’t really need.  

What you’ll learn

• How to channel CEO enthusiasm into the right projects
• The simple messaging and visual tweaks that reframed Vector’s narrative
• The backstory on the original Vector website that Josh designed and why ghosts became our mascot
• Where we landed on website update… for now

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TOP THREE TAKEAWAYS

Takeaway 1: CEO shiny-object syndrome is real—but redirectable

Every founder gets fired up about the next big idea. For Josh, it was redesigning the website to align with a product launch. He had a new idea for Vector’s narrative, but that didn’t mean we needed a fully-fledged redesign.

I steered him gently away from that, not because it was a bad idea, but because our website was already doing great work. And with some copy and imagery tweaks, we could make it even better. 

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Takeaway 2: Branding is a process

Vector’s branding wasn’t always ghosts, bold colors, and clear messaging. In the very beginning, there was a logo, but that old logo said: “this is a B2B SaaS company, possibly in antiquities security?” and nothing more. 

The point is that the logo and branding are a far cry from where they started out. Josh even has stickers all over his laptop that show the evolution of our branding. Because branding does need to evolve, just like your product, positioning, and messaging.

Takeaway 3: Evolve your messaging, but keep the clarity

When I first looked at Vector’s website before I joined, I found out everything I needed to know about what the software did. How rare is that in B2B? Usually, you get a buzzword soup to wade through. 

Hats off to Josh. His original website copy was straight to the point, clear, and the audience knew exactly what they were there for. When we started to tweak the messaging, it wasn’t because it was wrong or bad. It was so that we could align our value with our audience’s jobs to be done—which can and does change over time. 

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Catch the full episode (and subscribe to This Meeting Could’ve Been a Podcast!) on YouTube or your favorite podcast platform.