How Greymetre's Website Redesign Generated 4x More Consulting Inquiries

The Problem: Consulting Firm or Software Company?

Greymetre faced an identity crisis that was costing them deals.

On one hand, they’re a business transformation consulting firm—helping enterprises with supply chain optimization, demand planning, and operational excellence. On the other, they’ve built two powerful SaaS products: a Sales Force Automation platform and a Loyalty Engine.

The old website tried to be both without being convincing as either:

• Consulting visitors saw software product pages and assumed Greymetre was “just another tech vendor”
• Software buyers saw consulting language and worried about implementation complexity
• 74% bounce rate across all traffic sources
• Average of 3 qualified inquiries per month—nowhere near enough to sustain growth
• Confused sales conversations: “So are you consultants or do you sell software?”

The business impact was severe. Greymetre was losing six-figure consulting engagements because prospects couldn’t understand their model. They were losing software deals because the site felt too “consulting-heavy” for quick SaaS purchases.

“We’d have great discovery calls where everything clicked,” Greymetre’s managing partner told us. “Then they’d visit our website and call back with completely different questions. The site was undermining our sales conversations.”

Understanding the Dual Audience Challenge

This wasn’t just a messaging problem—it was a fundamental positioning challenge. We conducted extensive research:

Consulting Buyers (C-suite, VP Operations):

• Need: Strategic transformation partners, not vendors
• Fear: Consultants who recommend software they profit from
• Want: Proof of business outcomes, industry expertise, methodology credibility

Software Buyers (Sales Directors, Channel Managers):

• Need: Tools that work immediately, not consulting engagements
• Fear: Expensive consulting fees attached to simple software
• Want: Clear pricing, quick implementation, measurable ROI

The Critical Insight: These audiences weren’t mutually exclusive—the best Greymetre clients often started with consulting and graduated to software, or vice versa. The website needed to serve both journeys while showing how they connected.

Our Strategy: Unified Value, Distinct Paths

We built the site around a central concept: Greymetre helps businesses transform—whether through strategic guidance, powerful tools, or both.

Information Architecture Redesign

We created a hub-and-spoke model:

The Hub (Homepage): Central positioning around “Business Transformation” with clear signals for both audiences:

• Consulting credibility (methodology, case studies, expertise areas)
• Technology capability (product previews, implementation success)
• Unified value proposition: “Strategy + Tools + Results”

Spoke 1: Consulting Services Dedicated journey for transformation buyers:

• Demand Planning & Forecasting
• Supply Chain Optimization
• Sales Transformation
• Digital Transformation
• Clear methodology explanation
• Outcome-focused case studies

Spoke 2: Technology Products Dedicated journey for software buyers:

• Sales Force Automation (features, benefits, demo)
• Loyalty Engine (capabilities, ROI, implementation)
• Clear differentiation from consulting services
• Self-serve evaluation options

Connection Points: Strategic linking between spokes showing how consulting and software work together—without forcing that narrative on visitors who only want one.

Design System for Dual Credibility

The visual design needed to project both consulting gravitas and technology sophistication:

Consulting Credibility:

• Professional, mature color palette
• Thought leadership content prominence
• Expert team photography
• Client logo display emphasizing enterprise relationships
• Methodology visualizations

Technology Capability:

• Product interface screenshots
• Feature comparison tables
• Integration ecosystem display
• Performance metrics and dashboards
• Mobile-responsive product previews

Unified Elements:

• Results-focused messaging throughout
• Consistent data visualization style
• Client success stories bridging both offerings
• Professional photography maintaining brand cohesion

Content Strategy: Lead with Outcomes

We rewrote all content to focus on business results rather than service descriptions:

Before (Consulting):

“Greymetre provides end-to-end supply chain consulting services including demand planning, inventory optimization, and distribution network design.”

After:

“Reduce working capital by 20% while hitting 99% order fulfillment. We’ve helped enterprises eliminate the inventory imbalances that drain cash and miss customer promises.”

Before (Software):

“Our Sales Force Automation solution offers GPS tracking, route optimization, order management, and digital catalogs for field sales teams.”

After:

“Know exactly where your field team is—and whether they’re closing. Track visits, orders, and performance in real-time, with route optimization that saves 2+ hours per rep per day.”

The pattern: specific outcomes, quantified where possible, focused on what buyers actually care about.

Trust Architecture

Enterprise buyers—whether for consulting or software—need extensive trust signals:

For Consulting Credibility:

• Detailed methodology explanations (not just buzzwords)
• Team credentials and industry experience
• Named client relationships (with permission)
• Published thought leadership
• Speaking engagements and industry recognition

For Software Credibility:

• Implementation success metrics
• Integration partner logos
• Security and compliance certifications
• Customer testimonials with specific results
• Product uptime and support commitments

For Both:

• Combined client success stories showing transformation journeys
• ROI calculators demonstrating concrete value
• Risk mitigation messaging (phased approaches, pilot programs)

Technical Implementation

Performance Excellence

Enterprise buyers judge vendors on attention to detail:

• Sub-2-second load times across all pages
• Mobile-first responsive design—executives research on phones
• Accessibility compliance for enterprise requirements
• Print-optimized layouts for internal sharing

SEO for Dual Market Capture

We built organic visibility for both audience segments:

Consulting Keywords:

• “Supply chain consulting India” (1,400 monthly searches)
• “Demand planning consultants” (720 monthly searches)
• “Business transformation consulting” (890 monthly searches)
• “Operational excellence consulting” (480 monthly searches)

Software Keywords:

• “Field sales automation software” (1,100 monthly searches)
• “Distributor loyalty program software” (480 monthly searches)
• “SFA software India” (920 monthly searches)
• “Channel loyalty management” (340 monthly searches)

Content Structure:

• Dedicated landing pages for each service/product area
• Blog content addressing both audiences
• Schema markup for organization and software products
• Internal linking connecting related consulting and software content

Conversion Path Optimization

Different buyers need different conversion paths:

Consulting Inquiries:

• “Schedule a Strategy Discussion” CTA
• Longer forms capturing business context
• Calendar integration for senior consultant availability
• Content gating for detailed methodology guides

Software Inquiries:

• “Request a Demo” and “Start Free Trial” CTAs
• Shorter forms focused on quick qualification
• Self-serve scheduling for product demonstrations
• Ungated product tours and feature videos

Combined Opportunities:

• “Transformation Assessment” offering combining strategy review with tool recommendations
• Cross-promotional content showing consulting + software success stories

The Results: Unified Brand, Multiplied Pipeline

The redesigned website transformed Greymetre’s market presence within 120 days:

Metric	Before	After	Change
Qualified Inquiries/Month	3	12	+300%
Consulting Leads	1.5	5	+233%
Software Leads	1.5	7	+367%
Bounce Rate	74%	43%	-42%
Avg. Session Duration	52 sec	3:24	+292%
Organic Traffic	Baseline	+112%	—

Beyond the Numbers

The qualitative improvements were equally significant:

Sales Conversation Quality: “The ‘what do you actually do’ questions disappeared,” Greymetre’s sales lead reported. “Prospects now come in understanding our model. Conversations start at a much higher level.”

Deal Size Impact:

• More inquiries converting to combined consulting + software engagements
• Higher average deal value from better-qualified prospects
• Shorter sales cycles due to pre-educated buyers

Market Positioning:

• Clear differentiation from pure-play consultants and SaaS vendors
• Stronger positioning in RFP processes
• Increased referrals from existing clients who finally understood the full offering

Cross-Sell Success

The unified positioning enabled new revenue patterns:

• Consulting clients discovering and adopting SFA/Loyalty products
• Software customers engaging consulting for optimization
• “Transformation packages” combining both becoming the highest-value offerings

What This Means for Hybrid Service Companies

Greymetre’s challenge isn’t unique. If you’re combining consulting expertise with technology products, here’s what we learned:

Don’t force a choice—create clear paths. Visitors should quickly find their journey, but the option to explore both should always be visible.

Lead with outcomes, not service descriptions. Nobody buys “supply chain consulting.” They buy “20% working capital reduction.”

Build trust for both identities. Consulting credibility and software credibility require different signals. Invest in both.

Connect the dots strategically. Show how services and products work together—but don’t make it the only story you tell.

Design for the skeptic in each audience. Consulting buyers worry about software sales agendas. Software buyers worry about consulting complexity. Address both concerns proactively.

Greymetre now has a website that serves as a true business development engine—attracting and converting both strategic consulting engagements and software opportunities while showing how they create the most value together.

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