Kinetic builds infrastructure for ML teams. Their growth was stuck at the engineer-to-engineer level, and their site read like a feature list. We rebuilt their content engine and information architecture around the actual problem their users were trying to solve.
Kinetic's users were finding them by accident — Hacker News, conference talks, word-of-mouth. The marketing site read like a product spec sheet, and the docs ranked higher in Google than the homepage.
We were brought in to make Kinetic discoverable, position the product against incumbents without trash-talking them, and build a content engine that engineers wouldn't hate reading.
“Engineers smell marketing from a mile away. We'd rather have nothing than something that smells.”
In 18 months, organic signups grew 318%. The comparison page became the second-highest converting page on the site after the docs index. Trial-to-paid conversion grew 2.7× as the new positioning attracted users who needed the product, not users who were just shopping.
The compounding effect mattered most: by month 14, organic was the largest acquisition channel by spend-equivalent, and the founder stopped feeling guilty about the marketing budget.
“Our users land on the site already convinced. The site just confirms they're right.”