From Product Momentum to Scalable Narrative: How Profectus Built Steerco's Web Foundation for Visibility, Sales Enablement, and Growth
About Steerco
Steerco is an AI-powered platform for go-to-market teams (Sales, Account Management, Customer Success, Revenue Leaders). The platform transforms both company customer data and external market insights into executive-ready presentations (QBRs, EBRs, Renewal decks), strategic success plans, and customer intelligence.
Founded by Zach Hawley, a former Senior Director of Enterprise Customer Success who managed a 9-figure portfolio with a consistent 98%+ retention rate and drove 400% expansion growth year-over-year. Steerco is an early-stage SaaS startup transitioning from a purely outbound lead-generation model to building an inbound engine through its website, SEO, and content.
The Problem
Steerco's website was not designed to convert visitors, support the sales process, or clearly communicate its value proposition.
The existing website lacked the foundational pages that B2B SaaS buyers expect (feature pages, solutions pages, role-based pages, integration pages, comparison pages, FAQs). Without these, the customer journey was incomplete, and visitors could not self-educate on what Steerco does, who it serves, or why it is different.
Steerco generated leads primarily through outbound (cold calls and outreach), at a cost of approximately $800 per meeting. They needed to shift to an inbound model at a target cost of $200 to $400 per MQL, but the website was not equipped to support such a transition.
The sales team had no web-based assets to share with prospects. Instead of linking to dedicated feature pages, comparison pages, or solution pages during the sales process, representatives relied on one-page PDFs and verbal explanations, placing the full burden of storytelling on individual representatives.
The founder (Zach Hawley) was personally building and writing pages, diverting time from sales, product development, and strategy.
There was no structured landing page strategy for paid advertising (LinkedIn and Google). Ads had no optimized destination to direct traffic toward conversion.
The website had no comparison pages to capture competitive search traffic against competitors like Matik or generic LLMs (ChatGPT, Claude).
No SEO or AEO (Answer Engine Optimization) strategy existed, meaning neither Google nor AI answer engines could confidently index or cite Steerco when users searched for presentation automation or customer success tools.
"Steerco had product momentum, but its website was not compounding it."
Impact of the Problem
Time Cost
The founder (Zach Hawley) was spending 5 to 10 hours per week personally writing and restructuring website content rather than focusing on sales, product development, and fundraising.
Without foundational web pages, every outbound conversation lacked a proper digital storefront to send prospects to, reducing conversion potential.
Without a structured website that clearly communicated Steerco's value proposition, the customer journey was broken. Prospects who visited the site could not easily understand what Steerco does, who it serves, or why it is different, leading to drop-offs before they ever raised a hand.
Revenue Cost
Outbound was the only real acquisition channel, costing approximately $800 per meeting. Without an inbound engine, CAC remained high, growth was capped by outbound bandwidth, and there was no leverage.
Steerco's 2026 goal is 40 MQLs per month with a 3% website conversion rate. With near-zero conversion and low traffic, that target was mathematically impossible.
Paid ad spend (LinkedIn, Google) would have burned cash without optimized landing pages to convert traffic.
Competitive Cost
Direct competitors with established web presences would continue to capture search traffic and AI citations that Steerco was missing.
Without comparison pages, prospects researching "Steerco vs Matik" or "Steerco vs ChatGPT" would find competitor content rather than Steerco's.
Sales Enablement Gap
The sales team lacked polished, web-based assets to share with prospects during the sales process. Instead of directing buyers to dedicated feature pages, comparison pages, or solution pages, representatives relied on one-page PDFs and verbal explanations. This meant that every sales conversation required greater effort to educate the buyer, lengthening the sales cycle and placing the burden of storytelling entirely on individual representatives rather than on the website.
If Ignored
Steerco would have remained entirely dependent on outbound, limiting growth and increasing customer acquisition costs.
The 2026 goal of building a sustainable inbound pipeline would have been delayed by months, if not longer.
The sales team would have continued to rely on one-page PDFs and verbal explanations, with no web-based assets to reinforce credibility or move prospects through the funnel between conversations.
AI engines (ChatGPT, Perplexity) would not have sufficient structured content to cite Steerco, giving competitors a head start in an emerging discovery channel.
Solution Analysis
Steerco was not actively searching for a copywriting partner. However, building the website and shifting from outbound to inbound marketing were already top priorities for the team heading into 2026. When Profectus reached out via LinkedIn, the timing aligned with what was already on their roadmap.
Steerco was looking for a partner who could:
- Build the foundational website pages B2B SaaS buyers expect, following best practices for structure, customer-journey optimization, SEO, and conversion.
- Provide section-by-section copy and wireframe skeletons that their design team (using Framer CMS) could implement directly, without back-and-forth on content direction.
- Optimize the site for both traditional SEO and emerging AEO (Answer Engine Optimization) so that Google and AI engines can understand and cite Steerco.
- Create dedicated landing pages for paid ad campaigns (LinkedIn, Google) with conversion-focused messaging.
- Deliver quickly (days, not months) so the team can start driving inbound results in early 2026.
- Understand Steerco's product, competitive positioning, and buyer personas deeply enough to write comparison pages and differentiated messaging across all pages.
- Provide sales-ready web assets that the team could use during outbound conversations, replacing one-pager PDFs with dedicated pages that reinforce credibility between touchpoints.
Why Steerco Chose Profectus
Steerco evaluated multiple vendors before selecting Profectus. The decision came down to a combination of domain expertise, speed, flexibility, and alignment with how their team operates.
- Deep understanding of Enterprise SaaS website best practices, including what pages to build, how to structure them, and what converts. Profectus demonstrated a clear, structured approach with examples of prior work in B2B SaaS during the discovery call. Zach responded: "It all makes perfect sense."
- A combined background in sales, marketing, demand generation, and SaaS copywriting, not just writing. Profectus founder Nissar Ahamed's experience across these disciplines gave Steerco confidence that the output would be built for conversion and sales enablement, not just SEO.
- A modular, phased approach that fits their cash flow constraints as an early-stage startup. Steerco could begin with priority pages and expand later, and the payment structure was negotiated to work for both parties.
- Speed of delivery. During the first call, Zach asked, "When could you start?" and "Could you get that to me early next week?", indicating urgency. The proposal was delivered within 24 hours of the initial call.
- Flexibility and a value-first orientation. When Zach raised the need for 3 additional landing pages, Profectus offered to include them within the existing scope at no additional cost.
- Output designed for handoff. Every page was structured so Steerco's Framer CMS designer could implement it directly, with clear section breakdowns, copy, internal linking, and design recommendations.
- Transparency in pricing and processes, which aligned with Steerco's own company value of transparency.
Scope of Work
Profectus delivered a comprehensive Website Starter Package for Steerco, covering discovery, website copywriting, and SEO/AEO optimization.
Phase 1: Discovery and Research
- 60-minute Q&A kickoff call with the Steerco team (Zach, Nate, Will).
- Deep analysis of Steerco's existing website, product demos, competitive battlecards, case studies, integration lists, and pricing model.
- Reverse-engineered ICP, buyer journey, value propositions, and competitive positioning from all available materials.
Phase 2: Website Copy Delivery (18 Pages)
- Why Steerco (Main Company Value Prop Page)
- Platform Feature Pages
- Solutions Pages
- Persona/ICP Pages
- Integration Pages
- Product Comparison Pages
- Platform Pricing and FAQ Pages
- Focused Landing Pages
- Book a Demo Page
- Blog Listing Page
- Blog Post Template
Each page was delivered as a complete wireframe skeleton, including section-by-section copy, an internal linking strategy, meta descriptions, personalized CTAs, and design recommendations. The output was designed to be handed directly to Steerco's Framer CMS design team for implementation.
Phase 3: SEO and AEO Optimization
- Structured each page with keyword-rich H1 and H2 headings, unique meta titles and descriptions, and a deliberate internal linking strategy that connects related pages to strengthen topical authority.
- Organized content hierarchy so that search engines can crawl, index, and rank each page for its target search intent.
- Completed foundational AEO work, including FAQ sections for each page with clear question-and-answer formatting that AI models can extract directly, and concise definition blocks.
- Recommendations for technical AEO, such as schema markup, were shared with Steerco to relay to their web developer, ensuring that AI engines can reliably identify and attribute information to Steerco.
"I was spending five to ten hours a week writing and restructuring website pages myself. That time was coming directly from sales, product, and fundraising. What Profectus delivered in a matter of weeks would have taken me months, and it would not have been nearly as structured or conversion-ready."
Qualitative Impact of the Web Foundation
Steerco transitioned from a basic website with limited pages to a comprehensive, conversion-optimized web presence that covers every stage of the buyer journey. The team finally felt like they had a real enterprise presence. Instead of apologizing for the website, Steerco now leads with it in sales conversations.
The founder and team were freed from the burden of writing and structuring website pages themselves, allowing them to focus on sales, product, and customers.
The website now clearly communicates what Steerco does, who it serves, and how it differs from competitors, addressing the core inbound readiness gap. It also clarified positioning internally. Even Steerco's own team better understood how to talk about the product after seeing the structured pages.
The sales team now has dedicated web pages to share with prospects during outbound conversations, replacing one-pager PDFs with credible, detailed assets that reinforce Steerco's value between touchpoints. Reps immediately started dropping links instead of PDFs, making follow-ups stronger and more credible.
Dedicated landing pages were created for paid ad campaigns, giving Steerco conversion-ready destinations for LinkedIn and Google ads. Most importantly, the new website gave the team confidence to invest in inbound and paid acquisition because they finally had a site built to convert, not just exist.
Comparison pages position Steerco against Matik and generic LLMs, capturing competitive search intent that was previously unaddressed.
SEO and AEO optimization ensures that both search engines and AI answer engines can understand, extract, and cite Steerco, positioning the company for organic and emerging discovery channels.
The structured copy and wireframes enabled the design team to implement pages efficiently without iterative revisions on content direction.
"Our reps had no web pages to send prospects after a call. They were relying on one-pagers and verbal explanations to carry the entire story. Now they drop a link instead of a PDF, and the follow-up conversation starts from a completely different place."
Quantitative Impact of Working with the Profectus Team
What Was Delivered
- 18 pages delivered, including 3 urgent landing pages that were added to the original scope at no additional cost.
- SEO and AEO-readiness completed for each page.
- Full project turnaround completed within the agreed timeline (5 to 7 business days per batch, with revisions).
Measured Impact
Before and After Profectus
| Before Profectus | After Profectus |
|---|---|
| No foundational B2B pages (features, solutions, personas, integrations, comparisons) | 18 strategic web pages with structured copy, wireframes, and metadata |
| Founder spending 5 to 10 hours per week writing and restructuring website content | 5 to 10 hours per week reclaimed and redirected to sales, product, and fundraising |
| Sales team relying on one-page PDFs and verbal explanations | Reps now drop web page links into follow-ups instead of PDFs |
| No landing pages for paid ad campaigns (LinkedIn, Google) | Dedicated, conversion-ready landing pages for paid acquisition |
| A calendar link to book meetings and demos | Dedicated conversion-optimized "Book a Demo" page connected to the customer journey |
| No comparison pages for competitive search | Comparison pages capturing competitive search intent against Matik and generic LLMs |
| Website not designed to convert, support sales, or communicate value | Full buyer journey covered, from awareness to demo request |
Build the Web Foundation Your Product Deserves
If your SaaS company has product momentum but your website is not amplifying it, you are leaving growth on the table. We will audit your current site, map the gaps in your customer journey, and build the pages that get you indexed on Google, cited by AI answer engines, and ready to convert inbound traffic. From platform pages to comparison pages to landing pages, every page is structured for SEO, AEO, and conversion so your website works as hard as your product does.
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