How a Clear Value Proposition Reshaped a PropTech Platform's Website

Context & Challenge

Maintenanceproof helps property owners and managers keep a complete record of their buildings: equipment, maintenance, inspections and sensor data. The platform covered a lot of ground, and the new website was still at the mockup stage. The team needed a clear answer to one question before launch: would a busy property manager understand, within seconds, why this platform mattered to them?

Phase 1, Website UX/UI Audit

• ◆Review of the website mockups from the visitor's point of view: navigation, page flow and calls to action
• ◆Recommendations to simplify the user journey and reduce friction
• ◆Review of the visual hierarchy and imagery on each page

Phase 2, Value Proposition & Storytelling

• ◆A value proposition built around the outcomes property owners and managers care about, not the list of features
• ◆A storytelling thread connecting every module to the same core message
• ◆Messaging adapted to the different audiences visiting the site

Phase 3, Website Content & Visuals

Starts rewrote and reviewed the written content and user experience of five sections, and provided ten visuals, around two per section.

• ◆Home
• ◆Asset management
• ◆Maintenance
• ◆Inspection
• ◆IoT sensor monitoring

What changed

The website moved from describing a set of modules to telling one clear story about what the platform does for its users.

• ◆A value proposition the team could use across the website and sales materials
• ◆Consistent messaging across all five product sections
• ◆Simpler page flows with clearer calls to action
• ◆Visuals aligned with the message of each section