A medical software client asked me to design separate landing pages for seven tools using their internal project code names

Internally, they treated each tool as an isolated product. They had one system for online booking, another for billing, and a third for digital messaging

The problem was their buyers did not want seven different software subscriptions. Clinic managers were already overwhelmed with legacy systems blocking their growth

I paused the Framer build and proposed a completely different sitemap. We scrapped the individual product pages entirely

Instead, I designed bundled solution pages focused on actual business outcomes. We changed the navigation links from their internal code names to literal descriptions of what the tools did

The team was initially hesitant to lose their distinct product identities. But designing a site for your buyers requires a different structure than designing for your internal developers

How often do you have to talk a founder out of their own product naming system?