Case 02 · Content strategy · Information architecture · Content System
How I organized Locaweb’s e-commerce site around the buyer’s journey
I planned and produced all the site content, from the homepage to the product pages. The focus moved away from feature lists and toward what helps customers decide. The structure created in this project became the foundation of the brand’s Content System.
The challenge
The portfolio ranges from domain registration to cloud and serves everyone from small business owners to CTOs. The old homepage presented products like a catalog, in side-by-side blocks with prices. People who didn’t know what they needed had to figure out on their own where to start. And product pages only listed features, with no argument for people who hadn’t decided yet.
The deadline was tight, too. The new homepage was built in 15 business days, in a war room with Product Designers, PMs, PMMs and business teams. The product pages followed over the next weeks, at a pace of about two per week.
Before and after
Reasoning
Five structural decisions
1. Replace feature lists with a sales argument
The content stopped merely describing features and was designed for persuasion and conversion. Each page now explains why that product solves the reader’s problem. The change came with the migration of the pages to the brand’s new design system.
2. Organize by journey, not by catalog
The homepage is now split into First steps, Growth and High performance. Customers recognize their business stage before choosing a product.
3. Name plans after the customer’s stage
On the hosting pages, the technical name became secondary, and the title now describes who the plan is for.
4. One hero structure for every page
An eyebrow with the product, a headline with the highlighted benefit, a subheadline with proof, a “starting at” price and a CTA. The same logic makes it possible to publish a new product or a campaign without redesigning the narrative.
5. Proof before choice
Market figures, the Reclame Aqui badge (Brazil’s leading customer review platform) and testimonials appear before the plans section.
Product page
Same product, a different conversation with the customer
The pattern in use
How the pattern carried across the portfolio
| Eyebrow | Headline (translated) |
|---|---|
| Web Hosting | The easiest way to build your company’s website from scratch |
| Business Email | Your company deserves more than a generic email! |
| Email Marketing | Win more customers with personalized emails |
| AI Website Builder | Create your professional page with AI in minutes |
| VPS Server | Grow without worrying about your VPS infrastructure |
| Locaweb Cloud | Stop burning cash on cloud infrastructure |
Results
- New homepage published in 15 business days, followed by 10+ product pages at about two per week, all with the same narrative structure.
- A plan pattern based on business stage, used across all hosting pages.
- The structure created here became the foundation for Locaweb’s Content System, for the definition of new ICPs (ideal customer profiles) and for the brand’s new tones of voice.
- A language foundation that supported seasonal campaigns without structural rework (see case 04).
Learnings
Consistency at scale depends on content rules, not just on review. The pattern is what lets many pages read as if written by one voice, and that voice is what makes the brand recognizable at any point in the journey.