01 — Project Overview
A ground-up rebuild of NordLayer's enterprise landing page, written from primary buyer evidence. Recorded sales call analysis and a custom AI audience agent shaped a page that speaks to the security lead building a business case, not the end user browsing features.
02 — The Challenge
Enterprise landing pages in this category tend to fail the same way. They describe features when enterprise buyers are evaluating risk, and they speak to end users when the person actually reading is a security lead building a business case. The existing page followed the category playbook, which meant it left the hardest positioning work to happen in conversations instead of on the page.
03 — The Approach
I started with evidence rather than assumptions. I analysed recorded sales call data from stalled enterprise deals to find the exact language buyers used to describe their problem, their objections, and their internal approval process. Then I ran that material through an audience analysis agent I built on the Nexos AI platform to structure it into a working picture of the enterprise buyer. Who evaluates, who signs off, what they fear, and what proof they need to move.
The page was then written to that buyer. Risk-first framing, proof mapped to each stage of the evaluation, and objection handling built into the flow rather than bolted onto an FAQ.
04 — The Results
The page now does the positioning work upfront, so conversations start from a shared understanding of the problem rather than building it from scratch. It has become the reference point for how the enterprise offer gets talked about, on the page and beyond it.
This is the project that best represents how I work now. Not copywriting as wordsmithing, but copy built from buyer evidence, structured with AI tooling, and written against how the purchase decision actually happens.