I founded ProMarketing in April 2018, after leaving Oracle. Our first clients came through referrals, direct outreach and relationships I built at hackathons and in the Universidad Javeriana ecosystem. Many of them were startups: teams with a half-built product, a small budget and a demo or an investor meeting coming up. Since then we've built websites for more than 50 brands in 11 countries, and startups are still among the clients we work with best.
This is what I've learned building their websites.
The first version has to explain one thing
A startup doesn't need the website of a company that's been around for twenty years. It needs first-time visitors to understand, within a few seconds, what problem it solves, who it's for and what to do next: book a demo, join the waitlist or sign up. If the first screen doesn't answer that, nothing else matters.
That's why we almost always start with fewer pages than the client asks for: home, product, pricing if it exists, and contact. The blog, the team page or the press section come later, once there's something to say.
The message will change, and the site has to keep up
At a startup, positioning shifts every few months: a pivot, a new segment, a different price. A site that only a developer can edit becomes a bottleneck right when the team needs to move fast.
That's why we build most startup sites on Wix Studio: the team changes copy, images and pages without waiting on us. Once the product has traffic and needs custom features, integrations or more performance, we move to Wix Headless. That step makes sense after validation, not before.
If you can't measure it, it won't help you raise
Investors ask about traction, and the website is often the first place it shows. Before launch we set up Google Analytics with conversion events, the ad platforms' pixels and UTM parameters for every channel. So when someone asks how many leads the last campaign brought in, or how well the pricing page converts, the answer comes from a report, not a guess.
A form is not a sales process
Many startups launch with a form that sends an email to an inbox nobody checks. Every lead should land in a CRM, get an immediate reply and have someone assigned to follow up. As volume grows, an AI agent on WhatsApp can reply and qualify around the clock. I explain how in this article on Kommo.
The Ohla.ai case
Ohla.ai is an AI platform for field and operations teams, based in Bogotá. We worked on their full digital strategy: a website built to convert, their digital channels, organic search and paid media on Google and Meta. The result was a higher lead conversion rate and a site the client itself calls memorable. Today Ohla.ai is an established startup and part of Grupo Ohla. The full case is here.
What I check before a startup website goes live
The value proposition on the first screen. What you do, for whom and why now.
One main action. A single button repeated down the page, not five options competing with each other.
Mobile speed. Most visits come from a phone, often from a link on LinkedIn or WhatsApp.
Analytics and conversions. Events set up and tested before you spend a dollar on ads.
Basic technical SEO. A title and description per page, a sitemap, structured data and one URL per language.
A second language if you sell abroad. With its own URL, not an automatic translator on top.
Your own domain and email. Writing to an investor from a personal email address costs you credibility in any round.
If you're putting together your startup's website and want a second opinion, get in touch. I'll tell you what I'd launch first and what I'd leave for later.