Website Messaging Strategy for Tunnel, a no-code payment automation platform

The Problem we had to solve for Tunnel.

Tunnel is a new payment automation product targeting the U.S market. The product has a very specific target segment—equipment manufacturers with $100 - $500 million revenue, that face challenges in making hundreds or even thousands of vendor payments through different payment channels.

These challenges could lead to delays, increased costs, or damaged vendor relationships. Tunnel had already been providing this solution as a service to several companies and aimed to launch a SaaS platform as a plug-and-play solution for any client.

The company wanted to build a website to help acquire its first five customers, and needed a strategy partner to precisely convey the focus of their product and business model.

The Process

1. Discovery Workshop
2. The Second-Order Problem
3. Competitor Landscape Analysis
4. Value Proposition Mapping
5. Website Messaging
6. Design Inputs

Discovery Workshop: Understanding the product

We started off with a discovery workshop with the founder to understand the product better.

We also reviewed all existing collateral and documentation—from pitch decks to product demos, cold email scripts, customer meeting recordings, and product mockups, to gain a comprehensive understanding of the product and the target segment. We further interviewed the founder to understand his background and work experience, aiming to identify Tunnel's unique advantage, which would serve as a competitive moat.

The Second-Order Problem

We discovered that the end-customers' problems were being solved by banks, but the solution itself caused more issues.Banks offered to process payments at low cost, but required the customer to fill out complex flat files that ran into hundreds of pages. In practice, this meant that costs rose again as customers had to dedicate personnel to handle these files.

Tunnel solves this second-order problem by acting as an interface between the customer and the bank, making the banking solution workable for both parties.

Competitor Landscape Analysis

Tunnel did not have a direct competitor, but we wanted to explore the competitive landscape to identify other Fintech products that might solve this problem, even as part of a broader offering.

We concluded that no other product type offered the same benefits as Tunnel. Most charged transaction fees that added up quickly, and they didn't cater to customers with legacy, non-cloud-based ERP systems.

Website Messaging

We aimed to achieve the following goals with our website messaging:

1. Immediately convey to the visitor that Tunnel is a connector between their ERP and their bank, whichever those are.
2. Help the visitor quickly self-qualify as a lead by calling out the target segment.
3. Highlight three problems they face and the corresponding consequences.
4. Explain how Tunnel works and the features it offers.
5. End with a strong, no-nonsense call-to-action that calls out business impact they can expect.

Here's what our messaging wireframe looked like in Figma.

Design Inputs

Finally, we provided visual cues and design guidance to our team at Everything.Design, who participated in all our workshops. We also involved our video production vertical, Everything.Motion, for high-quality motion graphics to help convey the product more effectively.

The Visual Cues

• The idea of payment flow, through routes which are blocked, or was never connected
• A sense of speed and precision, conveyed through minimalistic design
• Evoke the idea that this is a fresh take on an old problem

Final Outcome

The final outcome was a website that fully resonated with Tunnel's target market. While it is too early for quantifiable metrics, initial feedback from the target segment has been extremely positive.