Repositioning Paperline for enterprise buyers

The challenge

Paperline started as a tool for small design teams and grew into a document platform used by companies with thousands of employees. The website still spoke to freelancers. Enterprise buyers could not find security information, and sales had to explain the product from scratch on every call.

Every new landing page also needed an engineer, so campaigns launched weeks late or not at all.

Our approach

We ran a one-week positioning sprint with sales, product and three customers. The new story moved from “a better editor” to “the system of record for every document your company publishes”.

• A message hierarchy for buyers, champions and IT reviewers
• A design system of twelve page-builder blocks in Figma and code
• Dedicated pages for security, compliance and integrations

The solution

The new site launched six weeks after kickoff. Marketing builds campaign pages from the same blocks the home page uses, previews them live, and publishes without a ticket.

We shipped more pages in the first month than in the previous year.

The results

Demo requests doubled within a quarter, and the average deal size grew as larger companies found the security pages on their own. The marketing team has now built more than forty pages without engineering help.