Work / Fiter

The data was real.
The website wasn't telling anyone.

Fiter had built a platform HR directors were actually using. Their AI was delivering decisions no survey tool could match. The website wasn't keeping up with any of it.

Strategy UX / IA SEO Copywriting Visual Design Front-end
6 weeks strategy to launch
Fiter rebuilt website — Sua instituição parece bem. Os dados contam outra história.
Fiter
Deeptech SaaS · Brazil
6 weeks
Strategy to launch
500k+
People measured
fiter.com.br
Live site
01 / The Situation

Where Fiter's enterprise buyers
were dropping off.

Fiter is a deeptech employee experience platform rooted in academic research from USP. Its AI captures what traditional surveys miss and delivers decisions in under 2 minutes via WhatsApp. The product is genuinely sophisticated. The website wasn't reflecting that to enterprise buyers.

P 01
Positioning caught between audiences.
HR directors, academic coordinators, and enterprise procurement teams each have different entry points and different buying criteria. The old site treated all three as the same visitor — and spoke clearly to none of them.
P 02
The metrics that close deals were invisible.
500k+ people measured. 87% adoption rate. 89 eNPS average. 8 clicks per survey, 2 minutes to respond. These numbers would stop a procurement manager cold. None of them appeared above the fold.
P 03
Enterprise social proof doing no work.
Kroton, ARCOR, Marinha do Brasil, USP, Fatec, Braspress — serious names in a market where trust is everything. They were present but not positioned to close the gap between skepticism and a demo request.
P 04
Technology described, outcomes missing.
"Software SaaS que utiliza IA para medição de Pesquisa de Clima" is how engineers talk. "You'll know who's about to quit before they tell you" is how buyers think. The copy described the platform instead of making the case for it.
P 05
No clear demo path.
Enterprise SaaS lives and dies on demo conversion. The primary conversion action (booking a 30-minute call with a specialist) was buried behind competing CTAs and unnecessary friction.
P 06
The USP academic origin was underused.
Academic validation from one of Latin America's top research universities is a rare asset in HR tech. The research lineage from USP gave Fiter a legitimacy most competitors can't match. The old site mentioned it; it didn't leverage it.

"Sua instituição parece bem. Os dados contam outra história."

Fiter · Hero headline, rebuilt homepage

02 / Before & After

Same product. Different story.

Fiter redesigned website — Sua instituição parece bem. Os dados contam outra história. Fiter original website — Utilize a I.A. no RH Before After

Fig. 02: Drag to compare · Old fiter.com.br vs. Vellumwire rebuild

03 / The Work

The strategy behind the rebuild.

Before any pixel moved, four strategy documents were produced: buyer journey maps, keyword cluster research, an IA redesign, and an SEO roadmap. The rebuild started with one question: what does a skeptical enterprise buyer need to believe before they book a demo?

01
Separate the buyer tracks

HR and Education buyers each get their own landing page.

The HR Performance Manager and the Education Administrator have fundamentally different KPIs, different budgets, and different objections. Sending them to the same page wastes the specificity that closes deals. Each track now has its own narrative, its own metrics, its own CTA.

02
Metrics above the fold

500k+ people. 8 clicks. 2 minutes. First thing the buyer sees.

In a market where platforms promise engagement and rarely prove it, these numbers are the argument. They appear in the hero, not buried two scrolls deep where most visitors never arrive.

03
USP as competitive moat

"É deeptech com DNA na USP." — the differentiator most competitors can't claim.

Fiter's methodology is peer-reviewed and cited. That's a claim no survey-tool startup can make. The rebuilt site puts this at the top of the credibility hierarchy, not in an about-page footer.

04
Social proof sequenced to close

Volume first. Names second. Per-client numbers third.

500k+ establishes scale. Kroton, ARCOR, Marinha do Brasil establish category. The per-client metrics (87% adoption, 89 eNPS) establish consistency. They appear in this order, right before the demo CTA: that sequencing is what converts a skeptic into a booking.

05
One CTA, near-zero friction

"Agende uma demonstração" — Calendly, direct, no form, no waiting.

The demo is the product. No generic contact forms, no email-and-wait. Direct booking with a specialist who knows the objections. They can make the proposal the same day, if it makes sense.

04 / The Build

What was delivered.

01
Homepage, fiter.com.br
Full rebuild of the main marketing page. Dark visual identity, USP academic positioning, enterprise social proof architecture with Kroton, ARCOR, Marinha do Brasil, and a single Calendly-linked CTA.
02
HR Track Landing Page
Dedicated page for People & Culture buyers. Headline: "Mantenha quem importa. Antes do pedido chegar." Focused on retention risk, eNPS, and time-to-insight: the metrics an HR director actually reports to leadership.
03
Product Experience Page
"Do dado à decisão." — three-step flow showing Medir → Entender → Agir. Demonstrates the 8-click WhatsApp survey and the live AI diagnosis without requiring a sales call to understand the product.
04
4 Strategy Documents
Buyer journey maps for HR and Education tracks, keyword cluster strategy, information architecture redesign, and SEO evolution roadmap: the strategic foundation for the rebuild and for ongoing content production.
Fiter product experience page — Do dado à decisão, Medir Entender Agir
Fiter live data dashboard — Cada resposta vira dado, ao vivo
05 / The Results

What Fiter's clients actually get.

The rebuilt site doesn't manufacture credibility. It surfaces the product's own numbers: the metrics Fiter's enterprise clients report in practice, now visible from the first scroll.

0%
Adoption rate
Avg. across client orgs
0
eNPS average
Across tracked organizations
0%
AI accuracy
Validated by USP research
500k+
People measured
0
Clicks per survey
2 min
To respond
1 CTA
Throughout the site

* Product metrics sourced from Fiter's client base. Website GA data pending 90-day post-launch cycle.

Key Insight

In deeptech B2B, the complexity of the product is the credibility of the website. But only when the website translates it for the buyer.

Enterprise buyers don't disqualify complexity. They disqualify websites that can't explain it. When the product can prove 87% adoption and USP research backing, the site's job is to show that clearly, not bury it in jargon or spread it across pages buyers never reach.

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