Case study · Equals
Equals — homepage demo-request rate doubled
Equals (modern spreadsheet for revenue teams) was over-indexing on features. We reframed the homepage around RevOps trust and the demo-request rate doubled.
2x
demo requests
+28%
qualification score
+60%
LinkedIn referrals
The brief
Equals is a spreadsheet built for finance / revenue teams. The buyer is a Head of RevOps or CFO — sceptical, evaluation-driven, allergic to "10× faster than Excel" claims.
What changed
- Hero rebuilt around credibility, not features. We led with three named customers (Notion, Linear, Webflow) and the kind of reports they ship — not with a screenshot of cells.
- Proof bar above the fold. "$420M in ARR reported through Equals every quarter." A number the buyer can quote in their evaluation deck.
- Demo CTA reworded. "See it in action" became "Walk through your pipeline live." The buyer brings their own data; the demo becomes value, not a sales pitch.
Outcome
- Homepage demo-request rate 2× in 30 days
- Average sales-call qualification score +28% (RevOps reports they were "warmer" before the call)
- LinkedIn referral traffic to homepage +60% (because the new copy was easier to share)
RevOpsFinance SaaSTrust-first
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