Website live
Ayruz's buyers now start with a choice:
Hire, Build or Accelerate.
Alchemy IBS Private Limited repositioned Ayruz, an IT, talent and data services company, from a list of services into three buying paths: Hire, Build and Accelerate. We planned the content structure for the whole site, packaged the services into industry suites such as the Ignition Suite for startups, and wrote the pages in each industry's own language.
At a glance.
| Client | Industry | Market | What we did | Stage |
|---|---|---|---|---|
| Ayruz | IT, talent and digital transformation | UK, Europe and global | Positioning, offer architecture, website content structure and copy, go-to-market and outreach direction | Website live |
Ayruz could do a great deal. Buyers had to work out what to buy.
Ayruz was preparing a new website. Its offer covered on-demand developers and marketers, product data management, AI agents, quality assurance, content management systems and custom builds. Presented as services, every one of those was true. Together they asked the buyer to do the sorting. A startup founder, a marketing agency and a packaging manufacturer all landed on the same catalogue and had to find themselves in it.
Ayruz's buyers arrive in one of three situations.
A cleaner services menu was the obvious fix. We found that buyers arrive with one of three situations in mind, rarely with a service name.
Some need people. They want a developer, a marketer or a data analyst on their team, quickly. That became Hire.
Some need something made. A platform, an AI agent, a content system, a product data setup. That became Build.
Some need a process sped up. That became Accelerate, with named offers such as DealFlow and DataSync.
Language mattered as much as structure. A packaging company and a sports broadcaster never describe their problems the same way, even when the fix underneath is similar. So each industry got its own suite: a packaged combination of Hire, Build and Accelerate, described the way that industry talks. That moved Ayruz from service-led to solution-led, without splitting it into separate brands. One company, several clear ways in.
The structure is live on ayruz.com.
The Hire, Build and Accelerate navigation and the eight industry suites are live on Ayruz's website today. Alchemy wrote all 91 pages, and the copy live on ayruz.com is ours. The go-to-market and outreach work was delivered as direction for Ayruz's own team to run. This page carries no performance figures. Any visitor to ayruz.com can test the structure for themselves.
Broad capability sells better sorted by the buyer's situation.
Most companies with broad capability describe themselves by what they can do. Buyers describe themselves by the situation they're in. Organise the offer around the second, and write each page in the buyer's words, and a catalogue becomes a set of clear decisions.
Technology and SaaS · Growth strategy · Book a strategy conversation