Case study, Cyber security
Enterprise security, explained without the jargon.
RuBi Group is a UK cyber security value-added reseller covering penetration testing, managed SOC and vendor solutions. The work covered brand and site structure, aimed at buyers who are not security specialists.
- RuBi Group
- Brand & rebuild
- Cyber security
The brief
The brief.
Cyber security is sold in a language most buyers do not speak. The person signing off a managed SOC contract is often an operations director or a founder, not a security engineer, and vendor-led copy leaves them unable to tell one provider from another. Meanwhile the actual differentiator, that you reach a real engineer quickly, is exactly the thing that never makes it onto the page.
The engagement covered brand and site structure together: a positioning that a non-specialist can follow, a service architecture that separates what RuBi does from the vendor tools it resells, and an enquiry route that promises a human on the other end.
Scope
What we built.
- 01
Brand and visual identity
A brand system built to read as calm and competent, the two qualities a security partner is actually being judged on.
- 02
Services and solutions split
A structure separating RuBi's own services, including penetration testing and managed SOC, from the vendor solutions it resells.
- 03
Jargon-free service pages
Each capability written so a non-specialist buyer can understand what it is, when they need it, and what happens next.
- 04
Partners and resources
Vendor relationships and supporting material given their own space, establishing credibility without hijacking the main narrative.
- 05
Incident-urgency messaging
A clear rapid-response strand for buyers arriving mid-incident, when the browsing journey does not apply.
- 06
Real-engineer enquiry route
A quote path stated plainly as a conversation with an engineer rather than a form, positioned as the primary action.
Decisions
Build decisions.
- 01
Written for the buyer, not the peer
Security firms tend to write for other security firms. The site is pitched at the person holding the budget, which is a different reader entirely.
- 02
Two arrival states, planned for
Some visitors are researching calmly, some are mid-incident. The structure serves both without the urgent path shouting over the considered one.
- 03
The human is the differentiator
'A real engineer, not a form bot' is the promise the category rarely makes, so it sits in the conversion copy rather than in a values list.
What it's built with
The stack behind it.
- Brand identity
- Astro
- Service architecture
- Enquiry routing
Capabilities used
Want the same for your business?
- Astro development Marketing and content websites built on Astro for speed and search.
- Website redesigns Modernising a site with real history, reshaped, rewritten, and rebuilt on Astro.
- Full websites Complete multi-page business websites, engineered on Astro for speed and search.
- Websites & platforms Fast websites and platforms that integrate with the systems behind them.
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