The Project
Recipok is a SaaS product for recipe costing and margin management, built specifically for bakeries and artisan food producers. When their CEO reached out, the product was good — but the digital presence wasn’t communicating it clearly. The sales process was complex, the website hard to navigate, and the brand had little visibility online.
The project ran from March to June 2025 and covered testimonial video production, website restructuring, copy rewriting, social media setup and Google My Business launch.
Scope & Responsibilities
Testimonial video production: Filmed testimonial videos with Recipok’s existing clients — bakery and obrador owners talking about their experience with the product. The CEO came back to work with me specifically because his clients had felt at ease during the shoots: relaxed, natural and unguarded, despite their nerves. Getting people to that place on camera — especially non-professionals talking about their business — requires genuine interpersonal communication and the ability to read people quickly. Capturing the essence of each business, and of a technical SaaS product, in a short testimonial format is something I take seriously.
Website restructuring & copy: Reviewed and restructured the website’s information architecture to reduce friction in the sales journey. The product had too many clicks between landing and understanding — so I simplified the structure and rewrote the copy to make the product’s value and advantages immediately clear to a non-technical audience. The result was a more direct, conversion-oriented user flow.
Social media strategy: Developed the social media strategy and supported the CEO in building an active presence across relevant channels — moving from no social footprint to a consistent, on-brand digital voice.
Google My Business: Set up and configured the Google My Business profile, establishing a basic but essential local and search presence for the brand.
What This Project Demonstrates
SaaS communications for a niche B2B product — recipe costing software for artisan food producers — requires understanding both the product and the people who use it. The testimonial videos worked because I understood the clients as people first, and as product users second.
The website work reflects a pattern across my projects: communications problems are often structural before they are tonal. Recipok’s sales process wasn’t failing because the copy was bad — it was failing because the journey was too long. Fixing the structure first made the copy work.
Impact
- Testimonial videos produced with multiple Recipok clients
- CEO returned for a second engagement based on client feedback about the filming experience
- Website restructured and copy rewritten to simplify the sales journey
- Social media strategy developed and implemented
- Google My Business profile launched
- Full digital brand presence built from a minimal starting point (March–June 2025)