A messaging overhaul that multiplied leads
PrimeLine Packaging approached me with a request to help them find words to advertise better. But what they really needed was a clear messaging system: a way to consistently express who they are, what they offer, and why it matters.
Together, we built that system from the ground up, using market research, customer insights, and behavioural data. The result: a sharp positioning, a new website, and a 4.5% conversion rate—up from 1.3% just a month before.
Background
Strong capabilities, unclear message
PrimeLine Packaging is a multigenerational packaging partner to major fashion, retail, and consumer brands, such as DKNY, Brooklinen, and Anthropologie.
When we started working together, they were known internally for their reliability, flexibility, and high-touch service. They had long-standing client relationships, but those strengths weren’t showing up in their external messaging.
With the desire to better present their offering, they sought clarity on:
What actually set them apart
Why clients returned, even in a competitive market
How to communicate those strengths consistently across digital touchpoints
They had strong capabilities. What they were less clear on was a messaging foundation grounded in what their clients truly cared about. So that’s where we started.
Solution
Turning scattered insights into a system that performs
To get accurate responses to aforementioned questions, we started with the understanding of what their clients sought in a packaging partner.
1. Competitive analysis
I reviewed how competitors were showing up online: what they emphasized, what proof they offered, and how they positioned their services. This helped us identify the gaps PrimeLine could own and the expectations their messaging needed to meet.
2. Client survey
Next, we gathered direct input from PrimeLine’s buyers. The survey revealed their real purchasing criteria—what mattered most in their decision-making process—and what they valued about PrimeLine in particular.
These insights shaped the structure of the messaging system.
3. Messaging system development
Using what we learned, I created a strategic messaging system: clear positioning, defined differentiators, customer-aligned proof points, and key narrative themes that could be adapted across the website, decks, and campaigns.
Website redesign
How messaging became experience
With the messaging system in place, the next challenge was bringing it to life online. I worked with four core principles:
1. Build trust before pitching
Rather than leading with claims, we led with credibility markers:
Strong “About Us” section grounded in 60+ years of history and multigenerational leadership
Verified testimonials that emphasized service, reliability, and warmth
Case studies that showed, not told, how PrimeLine helped real clients solve real problems
2. Speak to different buyer types
Different buyers need different proof. We tailored messaging by:
Offering industry-based solution blocks so visitors could self-select into relevant content
Elevating visual storytelling to engage time-poor procurement managers and style-sensitive marketers alike
3. Highlight the real differentiators
What mattered most to buyers? The data told us: customer service, lead times, low MOQs, and flexibility.
So we made these unmistakable through:
Prominent value statements on every key page
Dedicated FAQ sections handling objections up front
Reusable proof statements anchored in data from the brand’s actual customer survey
4. Guide behavior with design
User behavior data from Mouseflow showed what users lingered on — and what they skipped. That led to:
A redesigned homepage acting as a central hub, with clearer navigation and shortcuts
A balance of visuals and copy that respected attention spans without compromising message depth
Results
A strategic foundation that elevated trust, clarity, and conversion
The new messaging system and the way it was implemented across the site led to meaningful shifts:
Conversion rate rose from 1.3% to 4.5% within the first month
Visitors were better guided, resulting in higher engagement on key pages
The brand story now reflected the company’s true strengths: flexibility, trustworthiness, and multigenerational expertise
And most importantly, the work became a long-term asset:
“Katarina helped us build a strategic foundation for our messaging and website; something we didn’t have before. The result was clear, compelling, and grounded in real customer insight. It gave us the structure to move forward and evolve our brand.”