Apideck came to us recognizing their broad “unified API for everything” pitch lacked focus and clarity. We helped them sharpen positioning around Accounting APIs, framing against DIY builds and arming them with a crisp homepage story to drive traction.
Too broad: homepage tried to cover every integration category (HR, CRM, e-com) without a clear wedge
Jargon-heavy: leaned on “unified API” category language that many prospects didn’t fully understand
Over-promised/unclear: copy suggested “every integration prebuilt,” confusing buyers about what work remained
Before
Narrowed focus to Accounting API as the wedge, the strongest traction point
Reframed against the DIY build alternative—spotlighting the hidden costs of building and maintaining integrations in-house
Structured a step-by-step homepage narrative: prebuilt connectors → auth UI → unified API → ongoing maintenance, with sharp supporting features (logging, dev experience, real-time)
After
Too broad: homepage tried to cover every integration category (HR, CRM, e-com) without a clear wedge
Jargon-heavy: leaned on “unified API” category language that many prospects didn’t fully understand
Over-promised/unclear: copy suggested “every integration prebuilt,” confusing buyers about what work remained
Before
Narrowed focus to Accounting API as the wedge, the strongest traction point
Reframed against the DIY build alternative—spotlighting the hidden costs of building and maintaining integrations in-house
Structured a step-by-step homepage narrative: prebuilt connectors → auth UI → unified API → ongoing maintenance, with sharp supporting features (logging, dev experience, real-time)
After
