Brand Repositioning for an AI Platform
cove positions itself as “AI for Architecture,” pairing a powerful simulation engine—trained on 60,000+ projects—with expert sustainability consulting.
During a pivotal rebrand from cove.tool to cove, the company needed to shift market perception from a software-as-a-service (SaaS) point solution to an end-to-end AI platform and consultancy.
VisualFizz stepped in to:
- Increase brand visibility
- Attract Architecture, Engineering, and Construction (AEC) decision-makers
- Lower cost-per-acquisition (CPA) for high-value services
The Challenge
Cove came to VisualFizz with a fractured website that had gutted its search visibility.
When VisualFizz took over, the mission was clear: rebuild authority in the technology space, restore organic reach, and convert enterprise prospects without inflating acquisition costs.
Rebuilding a Broken Web Foundation
A previous website overhaul (that took a “cutting corners” approach to development) caused cove’s search rankings to plummet. Repairing a damaged site is often more challenging than launching a new one because technical debt must be unraveled before any growth work can begin.
Shifting from SaaS to AI Consultancy
Cove needed a brand narrative reset to position itself as a strategic partner to AEC executives. Telling the right story is crucial in any market, but especially in competitive ones.
Rising Above a Crowded AEC Tech Space
The AEC market is already full of energy-modeling apps and carbon calculators. Cove’s new promise—AI-powered insight backed by 60K+ project simulations—had to stand out.
Turning Visibility into Cost-Efficient Leads
Lead generation targets focused on firm principals, BIM managers, and sustainability directors, demanding growth without a higher CPA.
After gaining a thorough understanding of the client’s needs, VisualFizz was ready to dive right in!
The Solution
VisualFizz deployed a three-pronged program—search engine optimization (SEO), pay-per-click advertising (PPC), and web development/user experience (UX)—that reinforced cove’s new identity, rebuilt search authority, and created frictionless conversion paths for professional buyers.
Website Development: Elevating the Professional User Experience
- Consolidated Content Hub: VisualFizz migrated cove’s resource library (guides, case studies, and webinars) from HubSpot to the primary site at cove.inc. Centralizing these assets offered visitors a single source of truth for information. A complete set of 301 redirects preserved inbound links and prevented broken pages.
- Flexible, Future-Ready CMS: The web team duplicated cove’s Prismic repository into a new staging environment, added new page types, and created reusable “slices” to make website edits easier for the internal team. VisualFizz also introduced an animation toggle to offer flexibility in performance control for each page.
- Seamless Domain Transition: Moving from cove.tool to cove.inc required precise coordination. VisualFizz reviewed all content changes, updated internal links, and launched on the new domain only after confirming that redirects, tracking pixels, and form endpoints were functioning correctly.
- Search and Navigation Upgrades: A redesigned main menu and a new on-site search page helped AEC professionals locate articles, reports, and feature documentation faster, reducing friction in the research journey.
- Granular Analytics and Ad Tracking: VisualFizz refined form tracking to capture more granular information and added Bing Ads tags to clarify channel attribution. The team held weekly check-ins to keep priorities aligned and confirm that each tracking update met cove’s reporting standards.
SEO: Rebuilding Brand Authority for an AI-Driven Architecture Firm
- Repaired Organic Visibility: The SEO experts at VisualFizz rebuilt the technical and on-page foundation for cove (which was damaged by a previous developer’s work).
- Brand-Focused Keyword Repositioning: VisualFizz optimized the on-page copy for topics like “AI for Architecture,” energy analysis, and consulting.
- Content & Topic Architecture: The SEO team created a pillar-and-cluster model to structure solution-focused content on design efficiency, carbon reduction, and code compliance.
- Seamless Domain Migration: VisualFizz took a mindful approach to the domain migration. Redirects and audits preserved equity when cove.tool became cove.inc.
- Authority-Building Backlinks: Premier AEC publications now point to cove, raising domain authority and funneling qualified traffic.
PPC: Generating Qualified B2B Leads
- Account Restructuring Around AI Services: The PPC campaigns mirrored platform capabilities: Brand, Sustainable Architecture, and Energy Analysis.
- Automated Bidding & Continuous Optimisation: Smart bidding maximized conversions, while negative keywords blocked hobbyist clicks.
- Consistent High-Value Lead Flow: Campaigns delivered booked demos every month with a lower CPA and higher close rates.
The Results
VisualFizz’s integrated program delivered clear, quantifiable gains that repositioned cove as an AI authority while fueling a cost-efficient sales pipeline.
Organic Visibility Surged
- Organic sessions jumped 60.88% year over year, thanks to stronger keyword rankings and a sharper “AI for Architecture” narrative.
- Searches for cove’s consulting content rose as well, pushing 75.32% more keywords into Google’s Top 10 and improving average position by three full spots.
Lead Generation Accelerated
Stronger visibility translated directly into pipeline growth:
- Completed demo requests—cove’s primary B2B conversion metric—climbed 49.71%.
- Overall conversions increased 8.27%.
These results expanded the revenue funnel for both platform subscriptions and consulting engagements.
Paid Performance Elevated Quality
Restructured Google Ads campaigns now deliver a steady stream of high-value AEC prospects.
Continuous optimization raised lead quality, cut wasted spend, and lowered CPA, proving the AI-focused messaging resonated with firm principals, BIM managers, and sustainability directors alike.
Collectively, these wins confirm cove’s new market position: the go-to AI partner for data-driven, low-carbon building design.
Looking Ahead in This Exciting Industry
The architecture, engineering, and construction sector is entering an era where data-rich simulation, real-time carbon modeling, and AI-guided decision-making will define project success.
With cove already positioned as the category’s innovation engine, VisualFizz will sharpen that edge through three priority tracks:
- Deep-Dive Feature Storytelling: Publish thought-leadership content and success narratives that showcase platform breakthroughs such as Vitras.ai, turning complex analytics into project wins that stakeholders can see and measure.
- Smarter PPC Expansion: Pilot Performance Max and hyper-targeted campaigns to reach untapped design niches, ensuring cove’s message lands in front of every forward-thinking firm evaluating AI for sustainability and efficiency.
- Authority Amplification: Earn placements and backlinks from premier AEC associations, journals, and conference platforms to compound trust, domain strength, and executive-level mindshare.
Together, cove and VisualFizz will continue to raise the industry standard for low-carbon, high-performance building design—proving that when AI insight meets expert consultancy, sustainable architecture scales faster and more profitably than ever before.
Ready to lead the next wave of innovation in artificial intelligence? Connect with VisualFizz to start building your growth plan before your competitors get ahead.
