Product Launch Site

Vanta Instruments had spent four years building a calibration tool used by automotive engineers. They had zero consumer presence—no website, no e-commerce, no content. Their first direct-to-consumer SKU was set to ship in fourteen weeks. The founding team had strong technical credibility but had never written for buyers outside a procurement context. The price point ($1,800) meant the site had to do serious conversion work before anyone picked up a phone.

We ran a three-day content sprint with the founders to pull out the technical claims that actually mattered to end buyers versus the spec-sheet language they defaulted to. From that we built a messaging architecture: one proof point per page section, nothing unsupported. The site was built on Astro for performance—under 1.2s LCP on mobile. We shot product and process photography in a single day using the founders' existing workshop. Every page was copy-tested against a panel of five target buyers before launch.