During the [1], Mark and Melissa aligned on a fundamental reframe of the [2] website strategy. The current site is too product-centric — organized around machine models — and will be restructured around applications: the real-world contexts in which customers deploy the equipment.
The core insight: customers don't buy a juicing machine, they buy fresh juice at a grocery store, or a hotel breakfast bar experience. The website should meet them there.
From: Product-centric navigation (Product A, Product B, Product C)
To: Application-centric navigation (4–5 pages organized by use case)
Mark's framing from the call:
"When you buy a lawnmower, you're buying short grass. People don't buy products. We're too focused on machines."
Each application page will:
- Feature the use case prominently (imagery of happy customers, the machine in context)
- Explain the benefits specific to that deployment scenario
- Surface the relevant product(s) for that application
- Drive toward a primary CTA: Get a Quote or Get a Proposal
Discussed examples (final list to be confirmed with Miriam):
| Application | Notes |
|---|---|
| Fresh Juice at Retail | Grocery store produce department |
| Juice Bar | Standalone retail juice bar context |
| Hotel Breakfast Bar | Different machine profile than restaurant |
| Restaurant / Food Service | Large-volume food service application |
| (TBD 4th–5th application) | To be defined with client |
Product pages remain — they are the destination, not the entry point. Application pages link into product pages, preserving SEO integrity without duplicating product content across segments.
The current Sales Qualified Lead (SQL) definition in HubSpot requires a full BANT+ profile that is nearly impossible to satisfy in practice. The Marketing Qualified Lead criteria are fine; the SQL threshold is the problem.
Action: Melissa to propose loosening SQL criteria to Miriam on the 2026-02-19 call. Revised framing: "Could this person use the product, and are they interested?"
Mark proposed adding an ROI calculator to the site. Melissa agreed it would be a strong conversion tool for this audience. To be discussed with Miriam on the 2026-02-19 call.
Ben produced a keyword positioning and topic strategy document derived from Mark's original skyscraper research. Includes competitor comparison content (e.g., Citricasa vs. ZoomX). To be reviewed on the 2026-02-19 call.