Overview: Design gets you in the room. Words get you picked.
A website is your hardest-working salesperson. GRAFIT builds Webflow sites for B2B SaaS teams with real stakes and high standards. But their own site wasn’t doing the same job. It looked great, yet it didn’t show up strongly enough where high-intent buyers search on Google, and when people did land, the story wasn’t clear enough. Pages were trying to say too many things, the ICP wasn’t called out sharply enough, and proof arrived too late to remove doubt.
Our job was to rebuild the site to behave like a growth asset. We aligned the ICP, rebuilt the structure so every key page has one clear job and one clear search theme, and rewrote the core pages with SEO led messaging that sounds like GRAFIT, not like every other agency. Now the site attracts the right searches, guides decisions faster, and delivers an early uplift of +104% visibility and +36% clicks.
The client
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GRAFIT is a Webflow Awards Finalist for Professional Partner building high-quality websites for B2B SaaS and tech teams. They started as a small design studio and grew into one of Europe’s go-to Webflow partners, trusted to deliver complex SaaS sites that look sharp and turn visits into buyers.
They wanted their own website to match the standard they deliver for clients, so they came to us. We worked across brand, marketing and content strategy to tighten the positioning, simplify the journey, and rewrite the core pages so the site attracts higher-intent buyers and filters out the wrong fit.
The challenge
We started with an analytics-led audit to understand what was already working and where the biggest upside was. GRAFIT was already showing up in search, which told us there was real demand. But the site was not winning the click as often as it could, and their strongest offers were not appearing consistently enough on higher-intent Webflow and B2B SaaS searches.
It was not one big thing to fix, but a few small gaps that added up. Here is what we focused on:
- Language buyers actually use. GRAFIT’s story was already clear. We refined the wording so it matches how B2B SaaS teams describe their problems and what they type into Google.
- One clear job per page. Some pages were carrying multiple messages at once. We gave each service page a single purpose, which makes it easier to scan, trust, and rank.
- Cleaner topic-to-page mapping. We reorganised content so the most valuable themes have a dedicated home, instead of being spread across the site.
- Proof placed where decisions happen. The proof was strong, but it was not always showing up at the right moment. We brought it closer to the sections where buyers hesitate, so the path to enquiry feels natural.
That is why GRAFIT wanted a B2B marketing partner who could sharpen the structure and copy, so the site attracts better-fit enquiries and turns attention into action.
Apricot feels less like an external B2B marketing agency and more like a team you want
in your corner. We have worked together beyond one project, and the difference is
consistency. They listen, they move fast, they make trade-offs simple, and they keep
the work grounded in data.
For Grafit, they helped us translate what we deliver for clients into a website that
proves it. They used analytics and search demand to rebuild the page plan so we rank
for intent and convert without sounding like everyone else. We ended up with a site
we are proud to send people to, because it reflects the level we deliver.
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See how we build our content strategy for how buyers decide: “buyer journey 101”
In B2B, buyers rarely browse without a reason. They arrive with a question, a shortlist forming, and limited time to figure things out. So when we worked on GRAFIT’s site, we focused on the four decisions buyers typically move through before they reach out.
How we rewrote GRAFIT website content and SEO foundations in 6 weeks
We didn’t treat this like a simple copy refresh. We approached it the way a Webflow agency has to approach its own site, because it’s the clearest proof of what you can deliver. The goal was to make GRAFIT’s website reflect the same standard they set for their clients.
That means design does one job and words do another. Design earns attention. Copy earns the decision. With our content strategy services we make the offer obvious, calls out the right buyer, answers the “is this for me” question fast, and puts proof where doubt shows up. It also has to show up on Google for high-intent searches, so the right people can find GRAFIT before they find someone else.
Here’s what we did, step by step:
1. Align on a single source of truth
2. Audit demand, performance, and tracking
3. Tighten the ICP and build the messaging system
4. Map keywords to intent and build the content strategy roadmap
5. Help with website structure
6. Lock page storylines in wireframes
7. Rewrite and optimise the core pages
8. Support launch QA and set the site up to compound
The results
The impact showed up quickly after launch. Once the updated homepage and expanded service structure went live, GRAFIT started seeing stronger visibility and engagement across key searches. The site now reflects the full scope of their offering more clearly and supports how buyers move from first visit to enquiry.
Early signal
What this reflects
The uplift aligns with rolling out a clearer service architecture and rewriting the homepage to set context faster. By giving each service a dedicated place and making the value clear from the first screen, the site sends a stronger signal to both search and buyers.
What changed on the page
- Every key page got one job and one search theme. Instead of pages trying to cover everything, each one now owns a clear intent cluster, which helps both Google and humans understand it quickly.
- Proof moved closer to the decision. Case studies and credibility signals stopped living in the back of the site. They show up where doubt usually appears, right next to the moment someone is deciding whether to click.
- Internal links started behaving like routing, not decoration. Readers no longer hit dead ends. Pages now lead to the next relevant step, so interest turns into momentum.
What it means for the business
- Better fit buyers, earlier. The site matches real intent, so GRAFIT shows up in the right searches and reads like the right choice when the buyer lands.
- Warmer inbound, fewer time wasters. Prospects arrive with context and realistic expectations, which changes the first call from explanation to scoping.
- A foundation that compounds. With clear page themes and a content system tied to intent, GRAFIT can keep publishing and improving without rebuilding the site again.
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