About the project
As an authorized ETA solution partner, Etasoft sells accounting, inventory, production and e-transformation software; the real weight of the business, however, lies in installation, data migration, training and ongoing support.
The hard part
Hundreds of resellers sell the same software. When the product is identical, the site has to sell the service, not the product. The second challenge: some visitors know what they want (“I’m switching from Logo to ETA”), while others only know they have a problem (“e-invoicing just became mandatory — what do I do?”).
How we built it
- We opened two entrances for two different intents. Alongside a product- and package-focused flow, we built a problem-focused flow; visitors can start from “which package suits me?” or “do I have this problem too?”.
- We tied the difference to after-sales. The idea that “the license is just the beginning; the real work comes after” became the backbone of the page, with installation, data migration, training and support each explained separately.
- We gave e-transformation its own section. A separate entry point was created for businesses subject to the mandate, because that search intent is a significant traffic source on its own.
- We used a call to action that lowers risk. Instead of a direct sale, we chose “let’s talk first — you don’t have to buy” and a free demo.
The result
The result is a corporate site that stands apart from competitors selling the same product through the depth of its service, and moves visitors toward choosing a package or requesting a demo.
