TL;DR
Onboarding friction lost engineers before a first successful call; sales kept re‑explaining basics. I rebuilt docs around jobs‑to‑be‑done and created sales‑aligned content. Support tickets dropped 36%, demo requests doubled (≈40→82/mo), and demo‑to‑close improved from 14% to 24%.
Problem
- Docs were feature‑oriented rather than task‑oriented; time‑to‑first‑call was too long.
- Developers churned during onboarding; support carried repetitive how‑to requests.
- Sales lacked credible technical collateral and comparison pages.
Approach
Quickstart → three guided paths (Node, Python, Go) with copy‑paste snippets and a sandbox key.
Competitor comparisons and 'when to choose X' content targeting high‑intent searches.
Four product‑aligned blog posts and CRM‑ready one‑pagers to speed qualification.
Outcome
- ‑36% onboarding‑related support tickets.
- Demo requests doubled from ≈40/mo → ≈82/mo.
- Demo‑to‑close improved to 24%.
- 3 enterprise‑tier clients closed within the quarter.
“We stopped losing engineers at step one. Sales calls finally started where they should — with real questions.”
* Select metrics are directional and anonymized for privacy.
How I work
30–40 min call to define outcomes and capture your “voice palette” (phrases you use, ones you don’t, pacing notes).
Simple outline around the outcome. Clear hierarchy. If docs: task-first path; if editorial: story-first arc with service info.
Tight first draft, then a polish pass to match cadence and argument strength.
We iterate pragmatically and ship. Optionally set a cadence (weekly/monthly) with simple briefs.