Making the boring part legible

Orlo sells warehouse execution software into mid-market third-party logistics. Deals involve four to seven people, most of whom never speak to sales. The site addressed exactly one of them, in language that assumed a demo had already happened.

The bottleneck was not lead volume, it was internal advocacy. A champion would get excited, then need to explain the system to a finance director and an operations lead, and would have nothing to send them. Deals did not die, they stalled and then quietly expired.

We rebuilt the site around the internal argument rather than the pitch. Every capability page carries an implementation timeline, a staffing implication, an integration list and a plain-language cost model. All of it is public, printable and linkable, because that is how it actually travels through an organisation.

A content model with proper entities for modules, integrations and verticals meant one edit updates fourteen pages. Sales stopped maintaining a parallel deck, which is the sort of outcome nobody puts on a case study and everybody feels.