Case study, SaaS
Selling a community platform before it has a community.
LeanIQ is a UK industrial community and intelligence platform where operators ask practical questions, follow sector discussion and reach suppliers. The marketing site has to make an empty room feel worth entering.
- LeanIQ
- New build
- SaaS
The brief
The brief.
Community products have a cold-start problem, and it lands hardest on the marketing site. A visitor cannot evaluate a network by looking at it from outside, and 'join our community' is the weakest pitch on the internet. The site has to make the value legible before the visitor has any social proof to go on.
LeanIQ spans nine industrial sectors from automotive to nuclear, and combines discussion, supplier discovery and editorial analysis. The marketing site needed to make each of those concrete, show what the platform looks like in use, and get the visitor to a free account without a sales step.
Scope
What we built.
- 01
Product narrative
The platform explained in three moves, ask the room, follow your sectors, act on the answer, so the value is clear before signup.
- 02
Sector routes
Nine industrial sectors including automotive, aerospace, energy, nuclear, logistics, food processing and pharmaceuticals, each a route in for its own audience.
- 03
Hub preview
A view of the discussion product itself, so the visitor sees the room rather than a description of it.
- 04
Supplier discovery surface
The supplier side of the platform presented as its own capability rather than folded into the community pitch.
- 05
Newsroom and analysis
Editorial content giving the platform something to say from day one and a reason to return before the network is dense.
- 06
Free account signup
A single low-friction signup as the conversion action throughout, with no gated demo or sales call in the way.
Decisions
Build decisions.
- 01
Show the room, don't describe it
A preview of the actual hub does more than any amount of community copy, because the product is the proof.
- 02
Sector routes as separate front doors
An aerospace engineer and a food processing manager are not the same visitor. Sector entry points let each see their own version of the value.
- 03
Editorial carries the cold start
Analysis gives the platform substance while the network is still forming, so the site is never selling an empty room on faith.
What it's built with
The stack behind it.
- Astro
- Product marketing architecture
- Sector content routes
- Signup conversion flow
We build regularly in this space, see how we approach manufacturing & industrial .
Capabilities used
Want the same for your business?
- Astro development Marketing and content websites built on Astro for speed and search.
- Websites & platforms Fast websites and platforms that integrate with the systems behind them.
- Custom software Custom software, internal tools, and AI assistants for one business.
- Full websites Complete multi-page business websites, engineered on Astro for speed and search.
More work
Other projects.
Start a project
Want work like this for your business?
Tell us what you're trying to move and we'll shape the right engagement, a landing page, a full build, or a redesign of what you already have. You'll hear back from Jake directly.
Three questions · about a minute
See the work