Incentiv
We partnered with Incentiv to reposition a portfolio-talent platform for private equity, moving it from a feature-led product story to an outcome-led, trust-first experience built to convert high-stakes B2B buyers.
The original site opened on the product itself: a dense dashboard and the line "Comp with confidence."
Buyers had to work through feature grids to understand the value, while recognizable PE logos and real results sat far down the page.
We rebuilt the narrative around the buyer. A sharp value proposition up top, PE social proof above the fold, and a Challenge to Solution structure that turns Incentiv's white-glove, expert-led service into the reason to act.
Process
Product-First Hero, No Clear Value
The homepage led with a dashboard and a slogan. PE buyers landed without a concrete reason to care, and the core value proposition never surfaced up top.
Value Buried in Feature Grids
The offering was communicated as a stack of features. High-stakes buyers were left to assemble the business case themselves, which slowed comprehension and raised cognitive load.
Weak Differentiation, Late Proof
Incentiv read like just another "platform." Its strongest assets, recognizable PE clients and measurable outcomes, were pushed below the fold, so trust arrived too late to shape the decision.
Outcome-First Positioning
The hero now leads with the business result, "data becomes your competitive advantage," with rotating use cases that signal breadth in seconds. Buyers grasp the payoff before the product.
Challenge to Solution Narrative
We named the exact PE pain, manual data collection, fragmented intelligence, and limited external data, and mapped each to a concrete solution. The structure mirrors how the buyer already thinks.
Trust First, Service-Led Difference
Recognizable PE logos and real outcomes move high on the page, and Incentiv is repositioned from software to expert-managed, white-glove service, its true point of difference and its case for premium pricing.
The Incentiv site was rebuilt around one job: let a private equity buyer see the outcome before the feature. Instead of opening on a dashboard, the new flow leads with the competitive advantage, backs it with recognizable PE logos, then walks through the exact data gap Incentiv closes. Every section is sequenced to reduce friction and move a high-consideration buyer toward a single action.
A cleaner information hierarchy replaces the old feature dump. Use cases are split into tabs, Recruiting, Compensation, and Cap Table, so buyers self-select their path instead of scrolling one long list. Less to parse, faster comprehension, stronger intent at the CTA.
A warmer, high-contrast visual system moves Incentiv away from the generic navy SaaS look. Confident display headlines carry the value proposition, an accent orange directs the eye to every call-to-action, and generous spacing keeps dense comp data readable and premium.
"We came to Charly thinking we needed a nicer website. What we got was a sharper argument. They understood our buyer better than we did and rebuilt the whole story around the outcome, not the software. Consultation requests went up, and the conversations now start at a completely different level."