PageCraft
Positioning & messaging strategy for a drag-and-drop web builder.
Project Overview
PageCraft is a drag-and-drop web builder with almost unlimited creative freedom. Users can grab any element from a component library and place it anywhere on the canvas. While it sounds fantastic on paper, that very freedom creates a major positioning challenge. The tool is so advanced that only web developers and UX/UI designers can fully use it, which immediately pushes PageCraft into direct competition with giants like WordPress, Webflow, Framer, and even custom-coded websites. PageCraft approached me to help find a gap in the market: a new angle that would give them the highest chance of growth without competing head-to-head with industry leaders.
Before
Post-MVP stage with no defined positioning. Only brief ideas about who Pagecraft might be for.
Value proposition focused on "creative freedom," which didn't translate into a specific user benefit or problem solved.
A risk of being compared directly with big players like Webflow, WordPress, and Bubble.io.
After
Positioning built around a specific use case: help junior–mid backend developers turn invisible backend projects into interactive portfolio pieces.
A unique value proposition – replace static GitHub repos with clickable demos that hiring managers can test in action.
A ready-to-use messaging framework that explains what PageCraft is, who it’s for, and how it solves the invisibility problem of backend work.
.svg){kind=small}