Strategic landing page to position a robotics startup as a credible, visionary player

Context

Botronics is a startup specialised in robotics and artificial intelligence, driven by a clear ambition: designing autonomous everyday objects capable of transforming user experiences through technology.

After raising more than €3 million, Botronics developed iXi, an autonomous golf trolley. This first product has its own dedicated website (ixi.golf), built to address a specific use case and audience.

However, Botronics is not defined by iXi alone.

At this stage of the company’s growth, Botronics’ existing website was no longer aligned with the vision it aimed to project. It failed to clearly express the company’s technological ambition or position Botronics as a credible, structured player in autonomous robotics.

This need for realignment became even more critical during a key period of visibility for the company, marked by major industry moments — including international events such as the PGA Show.

The website needed to fully assume its role as the brand’s primary entry point: a platform capable of carrying Botronics’ vision, reinforcing credibility, and supporting high-level conversations with investors, partners, and the media.

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The challenge

The goal of the project was not to sell a product, nor to generate leads.

It was about positioning Botronics.

Positioning a robotics startup as:

• credible,
• premium,
• innovation-driven,
• and capable of going far beyond a first flagship project.

The landing page had to establish this perception from the very first scroll, without jargon, without overpromising, and without relying on product-centric arguments.

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Our role

Our role was to frame the project as a tool for narrative and credibility, not as a traditional marketing landing page.

We supported Botronics by:

• structuring a clear, long-term vision-driven message,
• clarifying the distinction between the Botronics brand and its product, iXi,
• designing a landing page capable of carrying a strong technological ambition,
• translating that ambition into a readable, controlled, and international digital experience.

The objective was simple: make it immediately clear who Botronics is, before showcasing what they build.

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The approach

1. Strategic framing & messaging

We began by defining the exact role of the landing page within Botronics’ digital ecosystem.

• Clarifying Botronics’ positioning as an autonomous robotics brand
• Defining key messages and their hierarchy
• Building a vision-led narrative rather than a product-driven one
• Making a deliberate choice for clarity, restraint, and credibility

This framing helped avoid two common pitfalls: an overly technical page or an overly marketing-driven one.

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2. World-class art direction

The art direction needed to instantly set a high level of perception.

We designed an interface that is:

• restrained and premium,
• built for an international audience,
• aligned with strong technological ambition,
• free from stereotypical “startup” aesthetics.

The design was conceived to highlight precision, control, and vision, while giving space to the narrative. Every visual decision reinforced Botronics’ credibility without overstating innovation.

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3. Copywriting & narrative

Once the framework was set, we wrote the full content of the landing page.

• A narrative focused on long-term vision
• A controlled, deliberate vocabulary — never opportunistic
• Short, structured texts designed for smooth reading
• Messaging able to speak to very different audiences: investors, partners, media, and end users

Copywriting acted as a guiding thread, supporting understanding and perception at every stage.

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4. Animations serving the experience

The landing page integrates advanced animations designed as a narrative tool.

• Smooth, controlled motion
• Structured reading rhythm
• Emphasis on key messages without visual overload

The goal was not to demonstrate technical prowess, but to enhance immersion and clarity.

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5. Advanced Webflow development

The landing page was fully developed on Webflow.

• Faithful implementation of the design
• Performance and fluidity at the core of execution
• Clean, scalable structure

Development choices ensured a stable, fast experience aligned with the brand’s level of ambition.

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Results

• A premium Webflow landing page aligned with Botronics’ vision
• Immediate credibility with investors, partners, and media
• A strategic asset used for international events and presentations
• A nomination at the Awwwards (site currently in voting phase)
• Brand perception fully aligned with Botronics’ long-term ambition

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