5
Words
Who writes the copy
StoryBrand copy is where most of the change in the mockup comes from.
Website copy
The five PDFs
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Swabbot website redesign · scoping meeting
Ten short sections. By the end we will know exactly what to build and which new photos and videos it needs, so BlueForest can send a fixed quote instead of a range.
Rick Mineo, Swabbot, Inc. + BlueForest Studios · October 2026
Starting point
Focused on SwabBot rather than the customer
Visitors have to work out why it matters to them
Show a validation leader their own problem solved in five seconds
One long scrolling page with a jump menu
Nothing to link from LinkedIn, ads or a trade-show QR code
Focused pages that rank in search and match each campaign
"See it in Action" with no video
The most convincing proof is missing
The new demo video doing the selling up front
"Contact Us!" is the only button
A vague ask with no clear next step
One clear, trackable action: Book a demo
SWAB-B in the menu with no content
Looks unfinished to a careful buyer
A real product line, or a cleaner menu
Five strong PDFs behind download links
Good proof that few visitors find
Organized resources that also capture leads
English only
European buyers read it in a second language
French and German pages to match the video
Worth keeping: the FDA investigator and PDA reviewer quotes, the customer testimonial, the five PDFs and the HubSpot form.
The buyer is the hero; manual swabbing is the obstacle; SwabBot is the guide
Lead with the buyer's goal and the stakes, then the product
Visitors understand the value fast and stay longer
The demo video in the hero
Put the new video on the first screen
Proof in the first seconds, and the video earns its keep
One call to action: Book a demo
Repeat it from the menu to the footer
More demo requests, and every one is measurable
A 3-step plan
Book a demo, install and train, swab with confidence
Adoption feels low risk and easy
Authority up front
FDA and PDA reviewer quotes near the top
Instant trust with quality leaders
Pages built for each audience
Product, resources and campaign pages as scoped today
LinkedIn and trade-show traffic lands on a page made for it
Documents that do the selling
Spec sheets on each product page, the white paper and PMTC talk beside the proof, all five on one Resources page, and the white paper behind a short HubSpot form
Buyers get specs when they need them, and Rick learns who is researching
Price note: placing, organizing and gating the PDFs is part of the build. Redesigning the PDFs to match the new look is extra and quoted separately.
One look across video and site
Reuse the video's illustration style and 3D renders
A consistent brand, at lower cost
Reacting to the mockup
We walk the mockup top to bottom. For each section, keep it, change it, or cut it. This sets how much of the homepage is new design versus new copy.
Open the mockup Open today's site
Hero: the customer's goal, with the demo video
Problem: manual swabbing as the obstacle
Guide: empathy plus FDA and PDA authority
The 3-step plan: book a demo, install and train, swab
Success and failure stakes
Testimonials (verbatim from today's site)
One call to action everywhere: Book a demo
Goals
The site's main job decides what every page asks the visitor to do, and how we will know it works.
The site's main job
Pick up to two.
Where does "Book a demo" go?
Today the button says "Contact Us!" and opens a HubSpot form.
How we measure success
Scope
This is the biggest driver of the price. Today's site is one long scrolling page plus a Documents page with five PDFs. Here is the proposed site map: mark each page In, Later or No.
0 pages in · 0 later
Homepage, rebuilt on the StoryBrand structure
Toward $2,500 on its own.
Products
SWAB-E product page (tank swabbing)
SWAB-B / Benchtop product page
Listed in today's menu with no content behind it.
SEAS (Equipment Access System) page
Has its own product sheet.
Proof
Resources page: product sheets, white paper, PMTC talk
Proof page: recovery studies and case studies
Company
About and team
Contact / Book a demo page
Campaigns (stand-alone pages)
Landing page for LinkedIn and trade-show traffic
A short page built around the video, for campaigns and the ISPE booth.
Wish list
Anything else on the wish list
Platform
Today's site runs on WordPress. Staying there is cheaper to launch; a rebuild can be faster and easier to edit. Logins decide how quickly we can start.
Platform for the new site
Our recommendation
If Swabbot will edit pages often: stay on WordPress with a clean new theme. Lowest launch cost, keeps the HubSpot form, and Rick keeps full control.
If edits are occasional (today's site suggests they are): a fast static site that BlueForest builds and hosts on Cloudflare. No plugin updates or security patches, near-zero hosting cost, the fastest pages for SEO, and edits made by BlueForest under a small care plan.
We would not recommend a paid site builder here: it adds a monthly fee without solving either case better.
Logins Swabbot can share
Who edits the site after launch
Words
StoryBrand copy is where most of the change in the mockup comes from.
Website copy
The five PDFs
Photos and video
Rick's big question: do we need new photos or video to finish the site? We go through every picture the site needs, mark what Swabbot already has, and pick a source for anything new. The list at the end is the shot list.
Hero visual
Homepage, first screen
The demo video (in production) or a still from it.
Status
Source
SWAB-E product shots
Homepage, product page
Clean, lit images of the robot on its own.
Status
Source
SWAB-E on a real tank
Homepage, product page
The robot mounted on a manway, in a real plant. Matt thinks Rick has some.
Status
Source
People using it
Plan section, product page
An operator setting up or running SWAB-E, in correct gowning.
Status
Source
Close-ups
Product page
Swab head, control unit, handwheel, mounting kit.
Status
Source
Short motion loops
Problem, plan and proof sections
3 to 6 second clips: setup, the swab path, the result.
Status
Source
SWAB-B / Benchtop images
Product page
Only if the page is in scope.
Status
Source
SEAS images
Product page
Only if the page is in scope.
Status
Source
Team and founder photos
About page
Headshots and a team photo.
Status
Source
Customer testimonial video
Proof section
A short on-camera quote from a customer. Optional and needs permission.
Status
Source
Trade show and event photos
About or news
Booth, talks, the PMTC presentation.
Status
Source
Plant and cleanroom backgrounds
Section backgrounds
Atmosphere behind text.
Status
Source
0 new to create · 0 for Swabbot to send · 0 still open
Where the demo video plays
If we need real-world footage, where could we film?
Real installs are the hardest pictures to get; 3D renders can stand in for most product shots.
Proof
Buyers in this market trust names, numbers and regulators. We need to know what we are allowed to publish before we design around it.
Customer names and logos
Performance numbers (±2% vs 10 to 15%, training cost, +30% recovery)
FDA and PDA reviewer quotes
Languages
The video will have French and German subtitles for European buyers. The site can match, at a cost per page.
Languages on the site
Who translates
Features
Small items that add up. European visitors also mean a cookie consent banner.
Features needed
Timing and budget
The video delivers in Q4. Launching the site with the video gives both the biggest splash.
Launch timing
Hard dates we must hit
ISPE annual meeting in the Czech Republic next year?
Budget range from the proposal ($2,500 to $5,000)
Care after launch
Before we hang up
This fills in as we pick answers above. We read it back together to confirm the scope, then BlueForest prices it.
After today