Bei komplexer Technologie, liegt das Problem meistens im Narrativ: Der Website Relaunch von Phaina

Phaina helps companies integrate digital product advice directly into their website or online shop. There, customers can be guided by specific questions, get advice from AI — or combine both. A powerful concept that is immediately convincing in conversation. But not online.

Phaina's old website found it difficult to understand the core of the solution. The technology was sophisticated, the results were impressive—but visitors didn't understand what Phaina actually is and like It helps them.

Many discussions began with questions of principle. Sales calls were less about the benefits and more about classifying the product in the first place. Sales worked, but almost exclusively offline — through personal contacts and manual explanations.

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Phaina wanted a website that brought her product to life — without long explanations. The goal was for visitors to understand what Phaina is doing, why it's relevant and how they can get started within a few seconds.

At the same time, the new site should be sustainable in the long term: a system with which the team can independently publish content, create webinars and expand cases.

The approach: communication before design

Phaina commissioned Virtual Entityto sharpen the narrative, rebuild the story and develop a website that immediately conveys the value of the product.

The process didn't start with design, but with language.
We asked the key question:
How do you explain a complex product so that people understand it in seconds — and are interested in it in three clicks?

The narrative: From technology to use

Together with the Phaina team, a new narrative was developed that shifts the focus: away from functional description, towards impact.
Not “digital consulting with linear logic or AI”, but:
“Phaina helps your customers make the right purchase decision faster. No matter how complex your product portfolio is. ”

This clarity was reflected in all texts. Product benefits were translated into everyday language and technical terms were contextualized. The goal wasn't to sound smarter — it was to be understood.

Copywriting that thinks like the user

Each line was checked to see whether it provided real added value. Instead of buzzwords: concrete value propositions. Instead of long paragraphs: structured reading with clear CTA points.

The effect: Visitors now immediately understand what it's about — and why they should read on.

Design and branding sharpening

Based on the new narrative, the existing branding was clarified. Not rethought, but focused. Typography, color scheme and visual logic have been adapted to convey calm and technical precision.

The design now conveys what makes Phaina stand out: a combination of intelligence, clarity and reliability.

Webflow development and scalability

Technically, the site was implemented in Webflow — modular, fast, low-maintenance. The structure is based on reusable components that the internal team can flexibly expand.

Important CMS collections were also created: for blog articles, webinars and case studies.

This allows Phaina to publish new content without external support.

The setup is built in such a way that the team remains independent — while still ensuring design and structural consistency.

After the relaunch, there will be a change in how conversations with potential customers start. Interested parties are better prepared for calls because they have already understood on the website what Phaina is doing and how the solution works.

The sales team saves time because there is less need to explain and more room for individual questions. The website itself is now also actively involved: webinars, cases and blog articles can be created directly in the CMS and used for lead nurturing.

Conclusion: Clarity is the best conversion tool

Phaina shows that many tech companies don't have a product problem, but a communication problem. When language, design and technology work together, complexity suddenly becomes understandable — and understandable products sell more easily.

With Webflow as a basis, Phaina now has a website that not only looks modern but also works like the product itself: fast, logical, efficient.