Case Study
How Fairplay Turned Its Website Into a Strategic Growth Lever
SaaS B2B
SAS, founded in 2019, CDMX
Scale Up, 120 employees
Problem
A Website That Didn't Reflect the Brand's True Value
Fairplay had an active website, but it wasn't playing a strategic role within the business. It didn't clearly communicate the company's essence, nor was it optimized to improve conversion. On top of that, the name Fairplay naturally evoked associations with the world of sport, which added friction when trying to convey the company's proposition in the financial sector. The website existed, but it wasn't effectively helping to position, differentiate, or convert.
Diagnosis
A Positioning Still to Be Defined
What was failing wasn't just the visual design — it was the way the value proposition was being communicated. The services weren't organized asclearly identifiable products, which made them harder to explain both on the website and throughout the sales process. The brand claim and key messages weren't helping to reinforce the association between Fairplay and financial success. Without a clear product structure, narrative, and positioning, the website couldn't become a real tool for acquisition and trust-building.
Solution
Making Yourself Understood
The first step was to reorganize the value proposition. Fairplay's core services were structured into clearly identifiable products — Crece, Proyecta, Cobra, and Paga. In parallel, work was done on the brand claim and positioning, building "Fairplay, sponsor of successful businesses." This decision helped reinforce the connection between the company name and its clients' financial success, moving away from the sporting connotation.
Key messages were also refined to better connect with customer expectations,and the website was redesigned with the explicit goal of improving conversion and more clearly reflecting Fairplay's essence. The roadmap also included usability improvements and CRO work, strengthening the site's role as astrategic acquisition tool.
The result was a website aligned with its positioning — clearer in its propositionand ready to serve as a real platform for conversion and industry recognition.
Results
Results achieved with Extandard
87%
CAC Reduction
67%
Revenue Growth
75%
Reduction in Advertising Costs
133%
ROAS Increase
"One of our goals from Marketing was to contribute to the business by generating leads and helping those leads move through the conversion funnel. Now it's a joint effort — it's no longer just the Sales team's job."
Arnold Camus, Marketing Manager at Fairplay
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