Richard and the crew from Pinecone Agency were incredibly accommodating in our very particular build requirements.Incredibly accommodating with our build.
— Tim Zafir

From early-stage startup to acquisition-ready: building a trust-first digital presence for Catch

Case study

Catch

Catch was not just selling a cybersecurity tool — it was selling peace of mind to seniors. We built a website that could earn that trust from day one and turn it into business value: a site that converted visitors into active users, opened partnership doors, and contributed directly to the company's acquisition in 2024.

  • The Catch website shown together on desktop and mobile — the homepage in a browser window headed "Secure your data. Protect your money." beside a Gmail inbox with a flagged SCAM alert, with the responsive mobile homepage on a phone in front.
  • The Catch homepage open on a MacBook angled on a pale grey desk with a hand resting on the trackpad, showing the Protecting you and your loved ones from cyber scams headline beside a Gmail inbox flagged with a red SCAM warning.
  • The Catch Scam Email Example page on a MacBook with a hand reaching to the trackpad, showing the 6 things to check diagram and its callouts for a generic greeting, a typo, urgency tactics and a sender address that is not a business domain.

Overview

Client
Catch
Industry
Cybersecurity
Location
Australia
Services

The challenge

Catch had built something genuinely valuable — a Gmail plugin that detects scam emails in real time, protecting users from phishing and malicious links. Its primary audience was seniors, the demographic scammers target most. In consumer cybersecurity, and especially for a vulnerable audience, the product is only half the story. The other half is trust.

Catch's original site was not building any. There was no clear conversion path, no SEO foundation, and benefits were explained in technical jargon rather than plain language. The design looked like any other security product — generic, a little intimidating, and not obviously safe to the people it was built for. There was no blog and no way to establish authority, and no clear route from landing on the page to installing the plugin.

For a product built around protecting people, the website was actively undermining its own message.

  • The Catch pricing page on an iPhone angled among dark volcanic rocks — the Simple, Transparent Pricing plans with their monthly and yearly toggle.
  • The Catch mobile homepage on an iPhone set upright between dark rocks — the Secure your data. Protect your money. hero above the Start a Free Trial button.

Our approach

  1. Strategy

    Catch was not selling software — it was selling safety. Seniors ask one question: can I trust this?

    • Plain, reassuring language instead of jargon
    • Credentials and a working demo shown before any ask to install
    • Authority built through educational articles and podcasts that show genuine expertise

  2. Design

    Warm, clean and credible — not techy, not intimidating.

    • Clear layouts, accessible language and an obvious next step at every decision point
    • Designed for phones and tablets first — where this audience actually reads
    • Every element easy to read and simple to tap on any device

  3. Development

    Built in Webflow with a blog platform Catch can publish to independently — educational content sits at the centre of the trust strategy.

    • Structured CMS fields for articles and podcasts
    • Schema markup and semantic HTML for search visibility
    • Google Analytics, Microsoft Clarity and Google Tag Manager configured from day one
  • The How to Identify and Avoid Scams page on the Catch site — the educational guide seniors use to learn the warning signs of a scam email.
  • The Catch About Us page mid-scroll, showing the mission section — leading the charge against cyber scams.

Technical deep-dive

  • Blog and educational content platform

    Built as a trust engine, not just a traffic tool.

    • Articles, podcasts and guides with structured fields for consistent formatting
    • The Catch team publishes independently, without design help
    • Every piece reinforces credibility with readers and search engines alike
  • Conversion built around one action

    The whole site was designed around a single primary action — installing the plugin.

    • CTAs at key moments in the journey, written in plain language
    • The plugin demo made central to the homepage
    • Visitors see exactly what they are installing before committing to anything
  • Analytics and visitor insight

    Google Analytics, Microsoft Clarity and Google Tag Manager, configured from launch.

    • Heatmaps and session recordings show where seniors engage and where they hesitate
    • A site to refine over time, not simply launch and leave
  • Mobile-first build

    Seniors reach the internet primarily on tablets and phones.

    • Every text size, button target and navigation flow designed for a small screen first
    • Read, understand and install without friction — the mobile experience was the primary one

Results and impact

Within three to four months of launch, a site that had generated nothing was drawing hundreds of visitors and converting them into active users. The mobile-first build proved decisive — because the site worked beautifully on every screen, the traffic that arrived actually converted, and seniors who found Catch through Google on a tablet could install the plugin in a few simple steps.

In 2024, Catch was acquired. The website did not just support that outcome — the trust equity it built was part of what made the business market-ready.

Key takeaway

In cybersecurity for seniors, trust is not a feature — it is the product. Seniors are not comparing software specifications; they are deciding whether to let something into their inbox, and that decision rests entirely on how safe and credible the product feels.

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