B2B · Conversion
Soda Gun Jetter
A patented commercial cleaning system, translated from engineering spec into something a bar manager will buy.
Visit sodagunjetter.com
The challenge
A highly technical B2B cleaning product with no clear digital presence. Bar and restaurant managers didn't know that dirty soda guns were a health risk in the first place — so they certainly weren't searching for a patented system to fix it. The product had to create the awareness before it could sell.
My role
What I actually did
- Translated the technical. Turned engineering specs and NSF certification detail into plain, benefit-driven language a busy manager reads in ten seconds.
- Led with the pain, not the product. Structured the narrative around health violations, bad reviews and hygiene failures — establishing why it matters before introducing what it is.
- Built credibility. Award badges, customer reviews, demo video and clear iconography, so a skeptical buyer has something to hold on to.
- Designed the path to purchase. Conversion-optimized pages walking the visitor from problem to solution to buy.
Outcome
The site bridges technical detail and business value, putting a complex industrial product in front of non-technical buyers in terms they act on — and supporting B2B sales growth.
Questions
About this project
How do you market a patented industrial product?
You stop selling the engineering. A patented commercial cleaning system has a spec sheet the inventor loves and a buyer — a bar manager — who doesn't care. The work was translating the spec into the language of the person signing the invoice: what it saves them, what it stops going wrong, why it's worth the line item. Same product, different reader.