Corporate website for a communications, automation and sales platform: IPTel

Business enquiry

IPTel is a communications, automation, and sales platform. In one solution, the client combines a cloud contact centre, auto-dialling and voice robots, CRM, analytics, and a unique Voice Fake Detector module for detecting fraudulent calls. In other words, it is not about separate software, but about the infrastructure through which calls, leads, sales, and service pass every day.

Before we started working on the website, IPTel already had a strong product, but its online presence did not reflect this. The pages resembled a technical reference guide: overloaded with terminology and lacking clear logic for business users. The design looked outdated and did not reflect the platform’s technological capabilities, the mobile version was inconvenient, and the “user journey” did not differ at all depending on the role — business owner, Head of Sales, CTO or contact centre manager. 

As a result, potential customers got lost in the mass of information, and the website did not function as a full-fledged tool for building trust and generating sales.

The client’s request was clear: they needed a modern corporate website that spoke the language of business, not just technical specialists.

The website had to:

• explained the complex functionality of the platform in a simple and structured way through business results;
  
• strengthened trust in the brand in the eyes of customers, partners and investors;
  
• became a working tool for lead generation and a support for the sales department, rather than a “mandatory online presence.”
  

The role of the marketer and the design stage

This is a case where, without a marketer, the website would have turned into either a “manual for techies” or an abstract picture. Therefore, the entire logic of the project was based on IPTel’s existing marketing strategy.

Utilisation of strategy outcomes

Our collaboration with IPTel began with the development of a comprehensive marketing strategy for the Ukrainian and British markets. We conducted an in-depth analysis of competitors, gathered selection factors, researched the behavioural patterns of target segments, and conducted a “mystery shopper” survey among CCaaS solutions. As a result, the team gained a structured vision of the product, market, customers, and key growth points.

And it was these developments that became the foundation for the creation of the new corporate website. At the start of the project, we already had:

• a marketing strategy has been developed for Ukraine and the United Kingdom;
  
• detailed audience segmentation: business owners, heads of sales, contact centre managers, CTOs, financial institutions, the medical sector, and outsourced call centres;
  
• selection criteria framework: security, reliability, AI functionality, flexibility, integration, technical support;
  
• updated positioning, agreed upon with the client;
  
• conclusions from competitive analysis and “mystery shopping”, which revealed market weaknesses and entry points.

The marketer used all this analytics as a basis for:

• site structure: home page, modules, industry solutions, pages for different roles, case studies, knowledge base, blog, partner programmes;
  
• content logic, adapted to the roles of decision-makers (CEO, CTO, Head of Sales, contact centre manager);
  
• key messages that translate technical specifications into business benefits — faster launch, budget savings, fraud protection, process standardisation, sales automation.

In the case of IPTel, we developed a marketing strategy, brand materials and a website as part of a long-term collaboration. But to update or create a website, it is not necessary to develop a strategy beforehand.

Site structure 

The marketer built the structure so that it consistently answered key questions from B2B customers and removed barriers to decision-making.

1. “Is this about my task?”
The first section of the page is about the business problems faced by potential customers:
— missed calls;
— overloaded operators;
— lack of analytics;
— increasing risks of fraudulent calls;
— poor service quality due to chaotic processes.

2. “What can the IPTel platform do?”
Schematic presentation of all modules: contact centre, auto-dialer, voice robots, CRM, analytics, Voice Fake Detector, and integrations.

3. “What business results will I get?”
Features translated into benefits:
— fewer lost leads;
— faster response times;
— quality and performance control;
— reduced fraud risks;
— standardisation of sales processes.

4. “Why IPTel, not a global player?”
The block enhances competitiveness:
— uniqueness of Voice Fake Detector technology;
— flexibility for local tasks;
— support and customisation;
— 500+ projects implemented in various niches.

5. “Can you be trusted?”
Social proof: case studies, reviews, conference participation, partner integrations, and awards.

6. “What’s the next step?”
Simple and clear CTAs:
— get a demo;
— sign up for a consultation;
— download a presentation;
— read the technical description of the product.

Separately designed transitions for different segments:
 — knowledge base — for technical specialists;
 — blog and analytics — for managers and marketing;
 — industry-specific solutions — banks, medicine, contact centres.

Content 

The goal of the content is to remove the barrier of “it’s too complicated” and show that the platform solves specific problems rather than just having a multitude of modules.

To do this effectively, the marketer conducted:

• a series of in-depth interviews with the founder, CTO, and sales team;
  
• analysis of recurring customer questions (“Can the system handle 200 operators?”, “How does the fake voice detector work?”, “Is integration with my CRM possible?”).

Based on this, content has been created where:

• each technical function has a “translation” into a business effect;
  
• clear scenarios for banks, clinics, financial institutions, and contact centres;
  
• complex technical matters are explained through metaphors, diagrams, and examples, rather than terminology.
  

All content is fully aligned with strategic positioning and selection factors developed during the marketing strategy.

Design 

The IPTel design became a visual extension of the positioning and content laid out in the strategy. The designers worked on the basis of:

• marketing technical specifications;
• IPTel logo book;
• brand patterns and accent colours.
  

Design concept and style

The UI designer and marketer created several versions of the home screen to find the optimal balance between:

• technological efficiency and simplicity;
  
• in the language of technical specialists and in the language of business;
  
• with a focus on security, AI, comprehensiveness and quick start.
  

After testing, the concept was agreed upon with the client and transformed into a systematic visual style for the website.

Complete UI design of pages

Layouts created for:

• home page;
• product modules;
• decisions by niche;
• blog and knowledge base;
• registration, authorisation and certain technical pages.

Complex processes are visualised through:

• diagrams;
• icons;
• step-by-step scenarios;
• interactive elements.

The content team simultaneously adapted the texts so that the interface would read naturally, without information noise.

Mobile adaptation

Separate logic has been created for mobile UX:

• the sequence of sections has been changed for quick content scanning;
• CTA has been moved to quick-click areas;
• technical tables have been reformatted into a compact mobile format;
• introduction scenarios for UK, EU, and UA audiences have been tested.

Preparation for layout was carried out, because before transferring the design to development:
– a UI kit, indentation logic and grid were created;
– all element states were described;
– patterns and graphics were prepared in the required formats;
– technical specifications for layout were formed.

Layout and functional implementation

At the technical assembly stage:

• adaptive layout of all pages has been completed;
• UX logic developed by a marketer has been implemented;
• forms, CRM integration, and analytics have been connected;
• micro-animations have been added to improve UX without compromising speed.

Testing and pre-launch verification

A full technical audit was conducted:

• speed tests;
• checking forms and CTAs;
• verification of all analytical events;
• cross-browser testing;
• testing behavioural scenarios.

Launch and integration into marketing

After technical testing, the website was deployed on the IPTel domain and integrated into the company’s entire marketing ecosystem.

At the launch stage, our team:

• checked the accuracy of all trackings, analytics and events;
• set up monitoring of the first few days to track user behaviour;
• tested the transfer of leads to CRM and the operation of forms for demos and consultations.

Advertising tools 

The IPTel website was created as a cornerstone of the marketing infrastructure, not just as a design update. Since the product is a complex technological solution, the key task for the marketer was to transform the technical platform into understandable business value.

The main functions of the website in this project are:

• Translating technology into business results: our marketer worked closely with the founders and technical team to present complex modules not as “features” but as solutions for specific business tasks.
• Building trust in the product: in the SaaS segment, the website must convince several critical roles at once — the CTO, Head of Sales, contact centre manager, and business owner. 
• Strengthening partnership and investment processes: for technology companies, a website is the first indicator of reliability. In the case of IPTel, it should show that the product is ready for integration, scaling, cooperation with large businesses, and potential investments.

Advertising tools 

1. Google Ads — the main channel for lead generation 

The website was immediately structured for B2B customer search queries. The content was developed so that users could understand in 20–30 seconds: how the product works → what problems it solves → what results the business will get.

2. Meta Ads and other platforms — “warming up” and remarketing

The website became the main destination for traffic from social media and remarketing. The visual hierarchy, clear benefit blocks, and interaction scenarios were designed specifically for this purpose.

3. Content marketing and SEO

Blog, knowledge base, case studies, analytics — designed as part of the content strategy:

• pages created for query clusters;
• the structure supports further content growth;
• All materials reinforce the selection factors: expertise, technological efficiency, and safety.
  

4. CRM and email marketing

Demo forms, consultations, transitions from partner pages — everything is integrated into CRM. The website became an entry point into automated lead funnels, which increased not only the volume of leads but also the quality of requests.

💡Website managed by a marketing specialist 

A website is not just about design.
It is a managed growth system in which each screen supports the funnel logic and each block answers the questions of the decision maker.

In the IPTel project, the website became:

• a sales and lead generation tool;
• proof of the technological maturity of the product;
• the basis of partner communications;
• a trusted partner for large B2B clients;
• the foundation for further content and SEO strategy.

That is why a website managed by a marketer is an investment in sales and business growth, rather than just a nice image. 

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