client: Airwave
year: 2024
location: remote
type: web design, web development, animation, copywriting
role: brand design lead
project overview:
Airwave is a push-to-talk app designed to function as a walkie-talkie for the modern world servicing various industries such as manufacturing, retail, construction, and other on-the-go frontline spaces. Following successful rounds of seed funding, Airwave redoubled its marketing efforts to expand from hundreds to thousands of users. In this scope of work, I led the website redesign work overseeing all design, development, content creation, copywriting, and related work in the process of creating a new marketing site capable of best representing the scaling SAAS product.
Homepage Hero Section
The goal of the new Airwave.us website was to immediately show the product in action. To quote the company's CEO, "Whatever it is that your product does, that needs to be shown front and center to anyone who visits your website as quickly as possible." Being a mobile-first communications application that leverages AI to solve problems faster than ever before, the hero section features a phone displaying key product features within a rugged case and copy tailored to our ICP.
Homepage Product Features
The product's value proposition is in saving time and eliminating headaches. In order to demonstrate those solutions, the homepage features three key headaches immediately recognizable to service technicians and presents them with the immediate in-app solutions. Each of these three features includes a button to continue the user journey into one of three features pages which further unpack the product's game-changing tools.
Features Pages
Three feature's pages speaking to 9 key features bundled into groups relevant to the product's primary functionality: A.I. Copilot, Proactive Communications, and PTT Messaging. Each page uses bespoke animations paired with evocative copy designed as a relatable problem statement and solution.
Calculator
One of the key tools we developed was a custom calculator using javascript to calculate the amount of time and money teams of different sizes spend on efforts that could be completely overhauled by using Airwave's product. The final product includes two input fields and a radio select triggering real time calculation updates. Users can then send the results to themselves or teammates, after which their prompted to continue the conversation with out CEO.
See A Demo
The website is designed to push users into two flows: Decision Makers and Technicians. The first camp are led to the See a Demo page where Airwave's CEO narrates a 60 second video demonstrating the product's key offerings in real time, a responsive calculator tool is available for use to demonstrate the current cost of time wasted on the problems Airwave solves for, and the key action of signing up for time with the sales team to explore the product in greater depth.
Website User Flows
The Airwave marketing site is designed to inform and convert two groups of ICP: Technicians and Team Leaders. The sitewide footer allows each group to self-select. The user flow for Technicians leverages relatable pain points highlighted through copy around the site as Problem Statement Header and Solution Paragraph paired with use-case content and visuals.
Webflow CMS Template Page Builds
Blogs, E-Books, Case Studies, and ABM Landing Pages built using Webflow's CMS Templates enable Airwave's marketing team to effectively author and share key information about the product and its many use cases.
Pricing Page
A key in the conversion process, Airwave's pricing page is designed to be direct, accessible, and actionable.
Multilingual Landing Pages
As Airwave looks to target users across the world, we built custom landing pages tailored to prospective users across 5 differnet languages.
Education Landing Pages
As Airwave looks to target educators and student, we built custom landing pages targeting each group.
