The website that finally sells the product.

Rivet sold a genuinely sophisticated product to plant engineers and IT directors, and its website spoke to neither. The homepage led with a vision statement, the product pages listed features without context, and the technical documentation sat behind a form.

Sales spent the first fifteen minutes of every call correcting misconceptions the site had created.

We interviewed eight recent buyers and both sales engineers, then rebuilt the argument in the order those buyers actually used: the failure mode they recognise, the mechanism, the integration reality, then the commercial model.

Documentation came out from behind the form. Architecture diagrams, API references and a security overview were published openly, on the reasoning that a technical evaluator who cannot verify your claims assumes the worst.

Demo starts rose 41% on flat traffic, and sales reported that calls now began at the integration question rather than at "so what does this actually do".

Publishing the documentation also produced an unexpected search effect: technical pages began ranking for the specific integration terms their buyers search for.