An AI product overshadowed by the phone system
sipgate AI offers AI phone assistants for businesses. Its agents answer calls and perform tasks in connected systems, such as creating tickets or booking appointments.
The brand’s recognition came with a challenge: many prospects associated sipgate primarily with telephony. The workshop revealed that the agents were often perceived as an add-on to the phone system. It was also not clear enough that they could be used with other phone systems.
There were also different audiences to consider. Smaller businesses and public-sector buyers had different requirements and buying processes. The website needed to explain who the product was for and which everyday problems it solved.
A collaboration that had already proved its value
sipgate knew path digital from the sipgate trunking project. We had worked on positioning and messaging and, as part of that project, also moved the main website to Webflow.
The team returned to us for the positioning work on sipgate AI. Their positive experience with our approach and workshops was the deciding factor.
From positioning to a product people can experience.
Five steps connect path digital’s strategic work with sipgate’s independent implementation.
Clarifying the starting point together.
With Nils Kemper, we examined audiences, buying motivations and existing alternatives. The workshop revealed why the AI agents were often perceived as an add-on to the phone system.
Sharpening positioning and messaging.
We developed messages around repetitive service calls, conversation quality and sipgate’s own telephony infrastructure. This produced concrete approaches for different customer problems.
Turning strategy into pages and test ideas.
We recommended a landing page structure and wrote variants for the hero, benefit messaging and calls to action. This gave sipgate concrete ideas the team could implement and test.
Bringing the product experience into the hero.
Our recommendation: play a sample conversation directly on the page. Visitors can hear the conversation quality without first having to dial a phone number.
Implementing independently with Claude Code.
Marcel Mellor built the entire website and set up the AI workflow himself. He implemented the audio sample, including the animation, within a few hours.
Letting visitors hear the conversation quality directly in the hero
One important question for potential customers was: does the agent actually sound good?
We recommended making the answer tangible directly on the landing page. Visitors should be able to hear a sample conversation without having to dial a phone number.
Marcel implemented an audio player in the hero, accompanied by an animation. Visitors can start the sample directly on the page using “Listen to the conversation”. The option to call the agent themselves remains below as a further step.
This turns a claim about conversation quality into an experience visitors can have immediately.
Marcel built the website and AI workflow independently
Marcel developed the entire website with Claude Code and established the AI-native workflow himself. We provided the strategic and content recommendations.
Marcel implemented our recommendation for the hero audio sample, including the animation, within a few hours. sipgate also quickly incorporated other ideas from our collaboration into the revised landing page.
The tangible result is a website where sipgate can quickly implement new approaches and demonstrate the agent directly. No figures on additional leads or a higher conversion rate are available for this collaboration yet.
Does your product need an explanation people can experience?
You are developing your SaaS or AI product, but prospects still cannot see what it can do for them on your website? We work with you to clarify positioning, messaging and page structure, and how your team can turn that into concrete changes.