Customer story
SmartResilience: from vague positioning to growing inbound pipeline
How 70 customer calls, a new positioning strategy and three rewritten website pages helped a climate risk software company go from almost no inbound leads to a growing pipeline.
Client
SmartResilience
Industry
Climate risk management software
Region
United Kingdom
Contact
Harish Pesala, CEO
Engagement
Customer research, positioning and messaging, content strategy, and a homepage and product page rewrite
Engagement status
Started May 2026, ongoing
Headline result
Weekly organic visitors grew roughly 200% in the first two months, the first non-brand traffic the website has ever generated
Challenge
Real credibility, no online presence
Before this engagement, SmartResilience had a real, award-winning product, but it was still invisible for companies searching for climate risk solutions.
- No formal work on positioning or messaging. No documented buyer personas, no competitor analysis, and no clear definition of the ideal customer.
- Almost all traffic was branded. Visitors typed the URL because they already knew the brand. Almost nobody found the site through search.
- Inbound leads sat near zero, despite real credibility: industry awards and a strong board of advisors and investors.
- The messaging was vague. The homepage led with "Plan for tomorrow, Mitigate today" and generic climate statistics, nothing that told a visitor what risk they personally faced or what it would cost them.
"Plan for tomorrow, Mitigate today."
"SmartResilience's climate risk data gives your organisation the information it needs to estimate long-range risks to property and assets throughout your supply chain. With precise, accurate information, you can assess your exposure to climate threats, engage key stakeholders, meet reporting requirements and mitigate for the future."
Prevent
Understand how climate change may affect your property and assets over time.
Prioritise
Generate the data your organisation needs to meet regulatory and disclosure obligations.
Plan
Take steps to reduce your exposure and prepare your organisation for future climate scenarios.
"Climate change is inevitable. The damage doesn't have to be."
"We give sustainability, risk and operations teams the site-level financial data and early warnings they need to protect their assets from weather damage and prevent business disruptions."
Assess
Run a climate risk assessment across your full estate, site by site.
Get annualised loss estimates and hazard scores at every location, so you know exactly where your financial exposure sits.
Prioritise and Plan
Turn climate risk exposure into an investment decision.
Use site-level financial outputs to rank sites by exposure, model adaptation ROI and get investment approved.
Monitor and Act
Monitor climate risk. Prevent weather-related business disruptions.
Receive site-specific early warnings, track incidents as they happen and keep risk data current as the portfolio changes.
Deliverables
New homepage and product pages
What actually changed
Positioning, across the core components
We applied a core product marketing framework to set a standard for the website messaging.
- ✓Competitors named directly: Big Four consultancy reports and disclosure-only tools.
- ✓Capability made specific: a live, continuously updated platform, not a one-off report.
- ✓Value made concrete: annualised loss estimates, adaptation ROI, audit-ready disclosures, site-specific alerts.
- ✓Five named buyer personas, each specifically addressed on the homepage.
- ✓Positioned as operational resilience software, with compliance as a supporting proof point, not the headline.
Solution
Built on real buyer language, not assumptions
We listened to 70 real sales calls from SmartResilience's own pipeline to find out who buyers actually are and what problems they raise unprompted, rather than guessing from the outside.
- We built three detailed buyer personas, then tested them with senior industry practitioners and a real buyer interview.
- We found that most buyers feel falsely confident about climate risk, not genuinely worried, until something actually goes wrong.
- We used the customer's own language and vocabulary to match their understanding of the problem and genuine motivations.
- We reorganised the product into two clear offerings that match how buyers actually think about the problem: climate risk analytics, and early warning and monitoring.
- We mapped the full buyer journey and built a content plan to attract organic search traffic using the terms real buyers actually search for.
- We clarified the core value proposition and rewrote three website pages: the homepage and both product pages, shown below.
- We built an automated system that keeps listening. Customer calls are now analysed on an ongoing basis and compared against the current messaging, to catch gaps between what buyers actually say and what the website claims, so the positioning keeps improving instead of being fixed once and left alone.
Impact
Early signals, two months post-launch
Two months in, the shift is already visible across the metrics that matter most.
+200%
Weekly organic visitors
3/mo
Qualified enterprise leads per month, up from zero
2x
Homepage engagement rate
"Immediately after Natalia's repositioning, we saw longer engagement and higher conversion rates across all our product pages."
Harish Pesala, CEO, SmartResilience
Want a result like this for your company?
I work with a small number of climate tech and energy companies at a time. If that sounds like you, let's talk.
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