Datum: the before and after of the message
Datum came to Conversion Lab with a homepage that spoke the language of IT, not of the business. The challenge: turn a broad offering of data, analytics and outsourcing into a single message, focused on the use case that creates the most value.
“What struck me most was realizing how much value still wasn’t being shown. We brought it to the surface and positioned ourselves on par with the big players in our market.”
Before
- Generic "data & BI consulting" message — sounds like any IT vendor.
- Focus on services and technologies (ETL, dashboards, data lake) instead of the client's problem.
- Not clear who it's for, nor which business decision Datum helps make.
- Differentiation diluted across several fronts — data and outsourcing competing for attention.
After
- Positioning around one central use case: data the board actually uses to decide.
- Explicit problem up top — reports no one opens — and how Datum solves it.
- ICP and business outcome are evident in the first fold.
- The differentiator — analytics translated into decisions — takes center stage.
Before/ Home
After/ Home
Before/ Service pages
After/ Service pages
Before/ About
After/ About
Before/ Careers
After/ Careers
Your next step
The next before/after could be yours.
45 minutes for you to tell us where the message is stuck and leave with more clarity than you came in with.
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