Case
An ERP site that starts with the problem, not the software.
De Saak helps project companies run on Microsoft Business Central. I designed and built their site from the ground up: problem-led solution pages, a page per sector, and a kennisbank, so the site has something to rank with besides its own sales pages.
Mock copy from desaak.com · to rewrite
Contextmock
De Saak sets up Microsoft Business Central for project companies: builders, installers, engineers, consultancies. They wanted a site that talks to the people who run those projects, not to people who read ERP brochures. I designed and built it from the ground up.
Problemmock
ERP sites tend to open with features. Project companies don’t search for features. They search for the headache: hours logged a week late, work orders that arrive after the invoice, everything typed over into Excel. So the site had to start there.
Approachmock
I built the structure around problems instead of products. Four oplossingen, each one a problem in plain Dutch, with Business Central underneath. Sectors and extensions sit next to them, so every visitor has one obvious door in.
Designmock
Calm teal, one bright accent, a lot of room. Every solution page runs in the same order: what it is, the pains you’ll recognise, how they get solved, proof, then the ask: plan een kennismaking. The same order on a phone, just stacked.
Buildmock
One set of page blocks, reused everywhere. A new sector page is the same parts with a different problem in them, so the team can add one without waiting on me.
SEOmock
A kennisbank with practical articles on Business Central, AI and customer stories, written around what project companies actually type into Google. Every solution and sector page links into it, and it links back.
ResultNumbers real · wording mock
In the last twelve months the site earned 45.2K impressions and 639 clicks in Google, at an average position of 24.1. Most of it came late: impressions climbed all year and passed 600 a day in October. Clicks haven’t caught up yet (1.4% CTR). That’s the next job.
Takeawaymock
Starting from the problem made the writing harder and the structure easier. Next time I’d write the kennisbank first, and let the pages grow out of it.
