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

Building a trust-first digital platform for Phantm, an enterprise sustainability startup

Case study

Phantm

Phantm needed a website that could do what their sales team does in person: explain a complex advisory offering, establish credibility in a market that barely exists yet, and give enterprise prospects a reason to get in touch. We built a platform designed for exactly that.

  • The Phantm website shown together on desktop and mobile — the homepage in a browser window headed "Capture Once, Repurpose Forever" beside the Phantm AI packaging tool, with the responsive mobile homepage on a phone in front.
  • The Phantm homepage on an iMac by a sunlit mountain window, showing the Packaging Comparison Analysis page with product-sample cards.
  • The Phantm site on a desktop monitor on a desk, showing a guidance section headed “Wherever you are on your journey, we’re here to help”.

Overview

Client
Phantm
Industry
Sustainability Packaging Advisory & Intelligence
Location
Melbourne
Services

In their words

Pinecone Agency redesigned and rebuilt our website at a critical juncture for our business, delivering outstanding results that were fantastic value for money. They exceeded our expectations with their incredible attention to detail, technical expertise, and seamless processes. The entire experience was enjoyable, and the team was responsive, knowledgeable, and professional throughout. The SEO results are already being felt, and the site is easy to update and add content to. We couldn't be happier with the final product and highly recommend Pinecone to anyone, especially businesses starting out or in the early stages. They'll give you everything you need to establish your business.
Matt Kendall Phantm

The challenge

Phantm is an Australian company that provides advisory and intelligence services for sustainable packaging. They help businesses optimise packaging systems, reduce costs, and minimise environmental impact. It is a complex, enterprise-level offering in a market that is still emerging.

Their previous website was not equipped for the job. It lacked a clear user journey and failed to communicate their sustainability mission in a way that resonated with enterprise buyers. Load speeds were slow, mobile performance was poor, and the CMS was rigid enough that even basic content updates required developer involvement.

Service offerings were difficult to navigate, and there were no tools in place for lead generation or marketing support. For a company operating in a nascent space where most leads come through relationship channels — events, webinars, newsletters, PR, and direct business development — the website needed to do one thing exceptionally well: build trust when someone comes to check you out.

The expertise was there. The digital presence was not.

  • The Phantm blog on an iPhone angled among dark volcanic rocks — the What London Climate Action Week revealed about packaging regulation feature leading the insights feed.
  • The Phantm mobile homepage on an iPhone set upright between dark rocks — the Capture Once, Repurpose Forever headline above the Book a demo button.

Our approach

  1. Strategy

    One simple insight: Phantm’s website is not their primary lead channel — it is the trust layer.

    • Leads come through relationship marketing: enterprise conversations, industry events, webinars and referrals
    • When a prospect hears about Phantm and visits the site, that moment has to deliver
    • Flexible enough to evolve the messaging as the market matures — without needing a developer every time

  2. Design

    The design had to convey two things at once: technical sophistication and sustainability purpose.

    • A visually rich, intuitive interface guiding prospects through the advisory model, intelligence platform and impact methodology
    • CTAs placed to capture interest without disrupting the educational flow
    • Seamless on every device — enterprise prospects check sites on mobile between meetings

  3. Development

    Delivered in Webflow with a focus on performance, flexibility and marketing infrastructure.

    • A flexible CMS with a landing-page builder for ongoing campaigns
    • A blog with advanced search and filtering, plus a dedicated webinar and events hub
    • Gated content integrated with Mailchimp; schema markup, semantic HTML and GA4, Clarity and Tag Manager from launch
  • The Phantm packaging software page — the platform that captures, structures and maintains packaging data across teams and suppliers.
  • The Phantm About Us page mid-scroll, showing the Our Team section of the sustainable-packaging advisory.

Technical deep-dive

  • Customised UI/UX design

    The user journey reimagined from the ground up.

    • A visually rich, intuitive interface that communicates the sustainability mission and a complex advisory offering
    • Balances two audiences: first-time enterprise evaluators, and existing contacts deepening their understanding
  • Webflow CMS & landing page builder

    The Phantm team has full control over content.

    • Blog posts, landing pages, webinar listings and service pages — created and updated without developer involvement
    • Critical agility for a startup whose messaging evolves rapidly as the market matures
  • SEO & performance foundation

    A strong technical foundation, in place from launch.

    • Improved site speed, semantic HTML, structured data and optimised metadata
    • GA4, Microsoft Clarity and Google Tag Manager give full visibility into traffic, behaviour and content performance
  • Lead generation & marketing integration

    Built to support Phantm’s relationship marketing strategy.

    • Gated content pop-ups integrated with Mailchimp for email capture and nurture
    • A dedicated webinar and events hub — where the vast majority of enterprise leads come from

Results and impact

The website launched at a pivotal stage in Phantm’s business journey. As an enterprise startup in a market that is still being defined, the results are best measured not in traffic hockey sticks but in platform capability and business utility.

A digital platform that works the way an enterprise startup needs it to: flexible enough to evolve with rapid messaging changes, credible enough to convert prospects checking Phantm out after a webinar or event, and technically sound enough to build long-term search authority in a market still being defined. Not every website story is about traffic hockey sticks. This one is about building the right platform at the right time.

Improved UX and messaging have made sales and demo conversations significantly smoother. The post-launch period shows strong visitor engagement from organic search, with positive behavioural signals on key pages. And a component library built on a Client-First CMS structure means the site is ready for new pages, partnerships, and product expansions without waiting on a developer.

SEO has been performing well, with consistent traffic from blogs and service pages. But given the enterprise nature of the work and the nascent market, the website’s most important contribution is not raw traffic — it is the role it plays when prospects are evaluating Phantm after an event, a webinar, or a referral. The site explains the offering clearly, builds confidence, and makes it easy to get in touch. For a startup in an emerging market, that is exactly the website you need.

Key takeaway

Sustainable packaging advisory is a complex, enterprise-level offering in a market that most businesses are only beginning to understand. Phantm’s prospects do not find them through Google ads or social media — they find them through industry relationships, and then they visit the website to decide whether to take the next step.

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