Wideum, a new website and digital strategy for a tech scale-up

Wideum builds remote assistance software for smart glasses and smartphones: technology that lets a field technician fix a fault while someone watches from the other side of the world. Clients include OMV, MAPFRE, Komatsu, SEAT CUPRA, Comexi, Dalkia and Hitachi Energy.

The company was scaling fast and its website no longer did it justice: strong product, weak explanation. Within a wider brand and communications project advised by dircompartners, we led the new website project.

We ran the web project end to end. Coordination between business, marketing and development: what the site had to do, in what order it got built and who decided what. Scale-up projects usually stall there, not in the code.

We sorted out a difficult catalogue. Wideum sells software, hardware (smart glasses), subscription plans and industry use cases all at once. We built an architecture that separates products, industries, resources and plans, so every visitor lands on their thing without reading the whole site.

We wrote it so it lands. The technical pitch —simultaneous voice translator, CRM and ERP integration via API and SSO, cloud or on-premise, ISO-27001, SOC-2, GDPR— turned into sentences a maintenance manager gets first time. And a free trial visible everywhere.

And then, the digital strategy. We didn’t close the project on launch day: we still run the company’s digital strategy, with the website at the centre of lead generation.

The more technical the product, the more a badly ordered website shows. The key wasn’t prettier design: it was deciding what gets explained first — and cutting everything that didn’t help someone ask for the free trial.