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What the client needed help with
Maildoso came to us as a growing B2B SaaS brand with a strong product: a cold email infrastructure platform with a solid client base and good reputation. But their website wasn’t keeping up — it didn’t feel as strong as the product.
They reached out to Brand Doula for a preliminary audit — before hiring a web design contractor — looking for a fresh perspective on their messaging, structure, and user flow.
SaaS platform
Maildoso
Provide focused instructions to their design contractor, making the most out of this collaboration.
Gain a clear understanding of what their website needed to tell their story and boost conversion rates.
With our analysis, they could solve two problems at once:
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What we did
We always start with a simple, user-first, common-sense check. We open the website and just read it — asking: do we actually understand what it does and why it exists? Or… well, not really.
Not the fanciest or most technical approach, right? Yet this is where 95% of businesses stumble. But with a few straightforward fixes, they can dramatically improve user clarity — and boost conversion rates too.
“Working with girls from Brand Doula felt like getting a clear roadmap after being lost in the fog. They didn’t just give us abstract advice — they told us exactly which sections to move, what headlines to rewrite. Their feedback was sharp, practical, and immediately useful. If you want honest, actionable insights instead of vague ideas, these are the people to work with."
— Maildoso Marketing Team
Positive feedback from real people, plus ratings on review platforms like G2, works really well for trust.
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Strong product that we liked. Packed with strong features, features, technical engine and customer experience, the platform has a solid ground for growth.
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Most of the essential information describing the company and the product wasalready there, it just needed to be properly organized.
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Video with the company representative giving a platform overview. It allows you to check the tool before getting it, and see the people behind the product.
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What we liked
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Improve the hero area and slogans across the page
90% of visitors first land and investigate the hero area of your home page. And they should understand what your product is about and its main value in the blink of an eye. The existing headline of Maildoso was vague, so we reworked it into a sharper, more benefit-driven statement that clearly addressed the customer’s pain points.
What we recommended to fix
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Scattered page structure
The narration flow on the home page was missing logic in some parts (which is common for many companies regardless of size). Important sections like benefits, use cases, and trust signals were mixed in with less critical content.
We recommended starting with something as simple as reordering sections (usually it already makes a big improvement!) so the page tells a clear, persuasive story.
Tip for your business: read your webpage as a book - introduction (i.e. what your product is), main part (benefits, details of your services), conclusion (reviews, case studies, extra notes, blog posts, etc).
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Critical info buried between less important blocks
Think of your company website as a glass display of a shop - put your prettiest and most important things upfront, like: your main differentiators, top-selling features, positive feedback.
For Maildoso, we recommended moving their core features, like AI Warmup and deliverability tools upper on the page. Their video contained a lot of valuable info that could be highlighted in hero area and blocks explaining product.
Maildoso's webpage already had all the essential blocks, however, they struggled with sizing them accordingly to their importance. We advised shrinking the client logos section and giving more space to the very valuable comparison block explaining why Maildoso services work better than Google Workspace.
Tip for your business: use what you already have without reinventing the wheel. Very often your website already contains the needed info - it just needs to be reorganized.
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Menu contents
The menu gives a quick overview of what other information users can get from your website (even if they don’t need it at their first visit). Very often, we see how businesses overload their menu with different sections and buttons. We suggested Maildoso to move the unnecessary sections like Slack Community to the footer, unify the feature pages into one category dropdown, and solidify the design.
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Visual clarity gaps
Inconsistent fonts, colors, and spacing made the page feel unfinished. We streamlined visuals for clarity and credibility. A polished look helps users trust your product.
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Fragmented brand voice
The messaging lacked a clear, consistent tone. At first glance, it wasn’t clear what made Maildoso unique.
Brand Doula recommendation: conduct competitor positioning research, develop customer personas, and solidify Maildoso’s brand identity. Build a Brand Messaging Guideline with a clear voice and personality that can scale across marketing, sales, and support.
Many SaaS teams think branding is optional. It’s not. A messy website, unclear messaging, and weak visuals slow growth, no matter how good your product is.
Our audit for Maildoso wasn’t just about fixing a website; it was about shaping a clear, bold narrative. If you’re building a SaaS, ask yourself: Is our message as strong as our code? If not, it’s time to bridge the gap.
Final Takeaways
