Info Support

Critical Assessment

Info Support positions itself as a robust, enterprise-grade IT consultancy, but the landing page currently suffers from the "curse of knowledge."

Like many B2B tech firms, the website leans heavily into corporate jargon and abstract concepts rather than speaking directly to the urgent pain points of its buyers.

A visitor landing on the page is greeted with professional but generic messaging that fails to differentiate Info Support from hundreds of other European software development agencies.

If I am a CTO or CIO looking for a partner to modernize my legacy systems, I need to know exactly what you do, who you do it for, and why you are better within the first five seconds. Right now, that clarity is missing.

To improve your conversion rates and reduce bounce rates, you must transition from "company-centric" messaging to "customer-centric" problem-solving.

Learn more about shifting from company-centric to customer-centric copy at Copyblogger's Guide to B2B Marketing.

Hero Text Effectiveness

Headline Analysis

Problem: The current hero messaging relies on vague, umbrella terms like "innovative IT solutions" or "empowering the future."

Why it matters: Generic headlines do not hook high-level decision-makers. A CTO does not wake up in a cold sweat worrying about "empowering the future"; they worry about technical debt, security compliance, and shipping software on time.

Recommended fix: Use the "Value + Audience + Outcome" formula to rewrite your headline.

• State exactly what you build (Custom Software & AI).
• State who it is for (Enterprise organizations).
• State the business outcome (Scalability and security).

Resources to help:

• Copyhackers: The Ultimate Guide to No-Pain Copywriting Formulas

Subheadline Analysis

Problem: The subheadline reads like a corporate mission statement rather than a compelling hook that expands on the headline.

Why it matters: The subheadline's only job is to keep the user reading and push them toward the Call to Action (CTA). If it is too dense or abstract, you lose the visitor.

Recommended fix: Transform the subheadline into a concrete, benefit-driven statement.

• Mention your track record (e.g., 30+ years of experience).
• Highlight specific capabilities (Cloud, Data, Custom Development).
• Promise a tangible result (Faster time-to-market).

Value Proposition & Above the Fold

The 5-Second Test

Problem: The unique value proposition (UVP) is buried under corporate branding. A visitor cannot instantly understand your core differentiator without scrolling.

Why it matters: According to the Nielsen Norman Group, users often leave web pages in 10–20 seconds unless a clear value proposition captures their attention immediately.

Recommended fix:

• Add a highly visible "Trust Banner" immediately under the hero text.
• Include logos of recognizable enterprise clients.
• State a quantifiable metric (e.g., "Trusted by 500+ enterprises across Europe").

Visual Hierarchy

Problem: The background imagery and layout above the fold feel generic and fail to direct the user's eye toward the conversion point.

Why it matters: Abstract tech graphics (like floating nodes or people pointing at screens) create "banner blindness." Visitors ignore them, which dilutes your overall message.

Recommended fix: Replace generic stock vectors with tangible elements.

• Use high-quality photos of your actual team working with clients.
• Alternatively, use a short, looping background video showing real office collaboration.
• Ensure the contrast between the background and the text makes the CTA button pop.

Target Audience Alignment

Speaking to the Right Buyer

Problem: The messaging tries to speak to everyone—from junior developers looking for jobs to enterprise CIOs looking for vendor partnerships.

Why it matters: When you speak to everyone, you convert no one. The cognitive load required for a potential client to figure out where they belong on the page causes friction.

Recommended fix: Segment your audience immediately on the homepage.

• Create clear pathways: "I need an IT Partner" vs "I want to join the team."
• Tailor the primary hero section exclusively to your most profitable persona (the B2B buyer).
• Address their specific pain points: risk mitigation, digital transformation, and legacy system modernization.

Resources to help:

• HubSpot: How to Create Detailed Buyer Personas

Call to Action (CTA) Optimization

Primary CTA Visibility

Problem: The primary calls to action are passive, using friction-heavy words like "Read More" or "Contact Us."

Why it matters: "Contact Us" tells the user what they have to do, not what they get. It creates anxiety about filling out a long form and waiting for a sales pitch.

Recommended fix: Switch to value-driven, low-friction CTAs.

• Change "Contact Us" to "Book an IT Strategy Call."
• Make sure the CTA button is a contrasting color (like a vibrant orange or green) that stands out from your brand's primary blue/white color palette.
• Add a secondary CTA for users who aren't ready to buy yet, such as "Read our Latest Case Study."

Resources to help:

• CXL: 11 Call to Action Best Practices

Concrete "Before → After" Examples

Here are 4 specific transformations to implement on your landing page to increase B2B conversions.

1. The Hero Headline

Before: "Empowering your business with innovative IT solutions."

After: "Custom Enterprise Software & AI That Scales Your Business."

Why this matters: The "After" version removes the fluff. It tells the enterprise buyer exactly what services you offer and the ultimate benefit (scaling).

2. The Subheadline

Before: "We are a trusted partner for digital transformation, helping you navigate the complexities of the modern technological landscape."

After: "Reduce technical debt and accelerate time-to-market. Partner with 500+ senior engineers to build secure, future-proof software architectures."

Why this matters: The "After" version introduces specific numbers (500+ engineers), addresses real executive pain points (technical debt), and promises actionable results.

3. The Call to Action

Before: "Contact Us"

After: "Discuss Your Next IT Project"

Why this matters: "Contact Us" is a chore. "Discuss Your Next IT Project" is an invitation to a valuable, consultative conversation.

4. Social Proof / Trust Indicators

Before: A dedicated "Clients" page hidden in the top navigation menu.

After: A gray-scale banner directly under the hero CTA that says: "Trusted by Europe's Leading Enterprises:" followed by 5 recognizable client logos.

Why this matters: Embedding social proof directly into the user's line of sight above the fold builds instant credibility before the user even has a chance to scroll.

Resources to help:

• Learn more about structuring high-converting copy at Marketing Examples.

Product Positioning Score: 6.5/10

Info Support has a strong foundation as an established IT consultancy, but its landing page messaging leans too heavily on generalized corporate language, making it difficult to immediately grasp their unique value in a crowded market.

1. Problem-Solution Fit

• The Problem: The core problem is not explicitly agitated on the homepage. The site assumes the visitor already knows they need "digital transformation" or IT consulting.
• The Solution: The solution is clear—building custom software, cloud architecture, and AI. However, because the problem isn't sharply defined (e.g., legacy systems stalling growth, data silos), the solution feels like a generic offering rather than a targeted cure. Phrases like "Empowering your business with solid IT solutions" are safe, but lack urgency.

2. Feature Communication

• The page communicates services rather than features or benefits. Offerings like "Custom Software," "Data & AI," and "Cloud" are presented functionally.
• Verdict: Not sufficiently benefits-focused. Instead of simply listing "Data & AI," the copy should frame the business outcome: "Turn fragmented data into predictable, automated revenue streams." The communication focuses on what Info Support does, rather than why the client should care.

3. Market Positioning

• Who is this for? By examining the case studies and tone, it's clear they target enterprise-level companies and the public sector (finance, healthcare, mobility).
• Is it clear? Not immediately above the fold. The broadness of "innovative IT solutions" attempts to speak to everyone, which means it speaks directly to no one. A CIO in healthcare needs to know immediately that you understand their strict compliance and scalability needs.

4. Competitive Angle

• What makes this unique? Info Support’s biggest hidden weapon is their Knowledge Centre / IT Academy. In a sea of outsourced dev shops, a firm that not only builds software but trains the industry signals immense authority, quality, and retention of top-tier talent. Unfortunately, this is positioned as a secondary tab rather than a core competitive wedge.

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Specific Recommendations

1. Sharpen the Hero Copy: Move away from generic taglines. Replace "Solid IT solutions" with a headline that calls out your target audience and the primary outcome. (e.g., "Future-proofing enterprise architecture with custom Cloud, Data, and AI solutions.")
2. Elevate the Knowledge Centre: Use the Academy as your primary trust signal. Add a section on the homepage highlighting that the engineers building the client's software are the same experts teaching the rest of the industry.
3. Sell the Hole, Not the Drill: Rewrite the service blocks to highlight business benefits. Under "Custom Software Development," add subtext about reducing technical debt, accelerating time-to-market, or enabling scale.
4. Add Vertical-Specific Entry Points: Above the fold, give users a way to self-identify. Adding "See how we help [Healthcare / Finance / Mobility]" allows enterprise buyers to immediately find highly relevant, de-risked case studies.

Bottom Line

Info Support clearly possesses deep technical expertise and enterprise credibility, but the current positioning masks this behind overly safe, generic agency copy. By elevating their role as industry educators and translating their functional services into tangible business outcomes, they can easily transition their messaging from a "vendor" to a "strategic partner."