Payment software processing $27.9B a year, sold to four different job titles at once.

The situation

GCPay is bought by a committee that does not agree with itself. A CFO cares about cash flow and risk; a controller cares about compliance documents; a project manager cares about not chasing paperwork; a project accountant cares about billing errors. One homepage had to speak to all four without becoming mush — while carrying the credibility of a platform serving 48,000+ companies and more than 50 of ENR’s Top 400 contractors.

What I did

Messaging and content strategy

Built explicit role-based sections — CFO, Project Manager, Controller, Project Accountant — so each buyer finds their own argument rather than reading past someone else’s. Put the platform metrics ($27.9B+ processed, 48,000+ active companies, 1.4M+ compliance documents) where they do the most work, immediately after the problem is named.

SEO, AEO & GEO

Structured the Features and Solutions architecture so each capability — lien waivers, compliance management, ERP integration — can rank on its own terms rather than competing inside one page.

Design and build

WordPress on WP Engine, with the resource library (webinars, blog, reports) built as a system the marketing team runs without developer involvement.

The outcome

A homepage that routes four distinct buyer roles into their own path, with platform scale established before the first feature claim.

The lasting change is that four buyers stopped reading past each other. A CFO, a project manager, a controller, and a project accountant each land in a section written for them, and the platform’s scale is established before any of them reaches a feature claim. The marketing team runs the webinars, blog, and reports library unaided.