01 — Project Overview
Positioning and copy for the microsite launching NordLayer Browser, a new product in a category buyers do not yet search for. The work had to create the category and sell the product on the same page.
02 — The Challenge
A genuinely new product category comes with a positioning problem built in. Nobody is searching for a business browser yet, so the page has to create the category and sell the product at the same time. Lean too abstract and nobody understands what it is. Lean too technical and nobody understands why they need it.
03 — The Approach
I worked from product capability outward, translating technical differentiators into the language an SMB decision-maker uses to justify a purchase. The framing centred on a simple observation. Work already happens in the browser, but the browser was never built for work. Every section of the microsite ladders back to that idea, moving from category logic to concrete capability to proof.
For an SMB audience, the buying decision is faster and closer to the money than enterprise, so the copy prioritises immediate, self-evident value over long evaluation journeys.
04 — The Results
The microsite became the reference articulation of the product's positioning, and it has directly supported enterprise-level opportunities, proof the framing works beyond its original SMB target.
The positioning itself was built cross-functionally. Product knew the capability, PMM knew the ICP, and customer insights held the buyer evidence. My job was synthesis, pulling those inputs into one narrative and pressure-testing every section of the page against it. Category creation is the hardest positioning problem in B2B, and this project is how I learned to do it, from a blank page in the market, not a blank page in the building.