Case 05 · Product marketing · SEO and GEO · UX Writing · Market analysis
How to sell a Brazilian cloud to people who already know AWS
Locaweb Cloud competes with the world’s largest providers, in front of a technical audience that knows the alternatives well. I wrote the product page, with an FAQ and a pricing calculator. I also created two dedicated landing pages for events.
The challenge
Competing with AWS and Google Cloud on features alone would be a losing battle. We needed to find the argument where a Brazilian cloud has a real advantage, and answer the objections of the people who make the decision.
Reasoning
Selling predictability
1. Predictability as the core argument
Instead of just “cheaper”, the page talks about billing in Brazilian reais, with no IOF (Brazil’s tax on foreign-currency payments), no exchange-rate swings and no egress fees. Some of the headlines: “Stop burning cash on cloud infrastructure” and “Pay in reais, with no hidden fees or invoice surprises”.
2. An explicit comparison
The cost of the same configuration on AWS and on Locaweb, with a customer testimonial.
3. An FAQ that answers objections and serves search
The questions follow the way people search, with complete answers that work for SEO and for AI-generated answers (GEO).
| FAQ questions, written the way people search (translated) |
|---|
Is Locaweb Cloud cheaper than AWS? |
Is stored data compliant with the LGPD?(Brazil’s data protection law) |
How do I claim my credits? |
4. The calculator as an argument
The tool invites people to simulate scenarios and see the savings on the spot. The microcopy flags the required items (“at least 1 required”).
5. Event landing pages with clear rules
The landing pages for TDC and IA Conference, with R$ 200 and R$ 300 in credit, explain the rules in the FAQ, under the question “How do I claim my credits?”.
Solution
The same landing page, adapted for each event
Beyond the product page, each event got its own landing page. For TDC (The Developer’s Conference), the argument was to try a Brazilian cloud. For IA Conference, an AI event, it was to scale operations with AI. The credit offer also changed from one event to the other.
The top section changes from one event to the other; the rest of the page, with benefits, comparison and FAQ, is shared. Scroll inside the screens to see everything.
Results
Product page, FAQ, calculator and two event landing pages published.
Learnings
For a technical audience, the best argument is usually the one that reduces risk, not the one that adds features. The FAQ is strategic content: it answers objections on the page and feeds search, both traditional and AI-powered.