Case study

Voiceops: from generic call intelligence to the obvious choice for admissions teams

The challenge

Conversation intelligence is crowded. Voiceops could explain what the product did, but not why it beat bigger competitors. In evaluations, coaching and data quality weren’t reason enough to choose them.

How we approached it

We tested four positioning directions. The team chose education and training providers with admissions and enrollment teams, already about half of Voiceops’ revenue.

Coaching stayed a pillar, inside a bigger story about the student journey, re-engagement, and onboarding.

The shift

Now there’s a clear answer to “why this product for our team?”: conversation intelligence built for admissions and enrollment, with coaching grounded in real calls and support from people who know education.

The homepage, before and after

We honed in on a niche where Voiceops could really deliver. It shrank their theoretical TAM, and in exchange it let us articulate clearly where they create immense value, instead of messaging as a generic call intelligence platform.

Before

voiceops.com, the general homepage, headlined “Improve rep performance by giving your people what they need, faster.”
A general rep-performance story that could belong to any conversation intelligence vendor, with no signal about who it’s built for.

After

edu.voiceops.com, the education homepage, headlined “Conversation intelligence built for admissions & enrollment.”
An education-specific story: admissions and enrollment in the headline, the student journey through the page, and coaching as one pillar rather than the whole pitch.

What changed, and why it matters

  1. BeforeBroad messaging across industries

    AfterA clear admissions-and-enrollment audience

    Buyers can quickly tell it’s for them.

  2. BeforeCoaching as the whole story

    AfterCoaching as one pillar of an education-specific platform

    The message reflects more of the product’s value.

  3. BeforeGeneric claims about coaching

    AfterTailored coaching based on where each advisor struggles

    The copy begins to explain how Voiceops is different.

Position your product to make buying simple.

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