Progress claim software trusted by 34 of Australia's top 50 builders.

The situation

Payapps sells into a market with a genuine fairness problem: subcontractors wait on payment, main contractors drown in claim assessment, and both sides distrust the process. The site had to speak to both sides of that transaction at once — main contractors and subcontractors, plus the contract administrators, finance teams, and quantity surveyors inside them — while operating across multiple regions with different regulatory regimes.

What I did

Messaging and content strategy

Split the top of the site by audience rather than by feature, so a subcontractor and a main contractor each get their own argument. Led with compliance and fairness alongside efficiency, because in this market the regulatory case closes deals the time-saving case cannot.

SEO, AEO & GEO

Built the regional structure so the site serves the right regulatory context per market without cannibalising itself in search. Integration pages (MYOB, Xero, Jobpac Connect, Access Coins) target the high-intent searches from teams already running those systems.

Design and build

Multi-region site architecture, integration documentation, and a resource hub the team maintains directly. Hero video and award recognition without a performance penalty.

The outcome

A site that serves both sides of the payment relationship and multiple regions from one architecture, with integrations as their own organic entry points.

Payapps was left with one architecture serving several regulatory markets, which is the part that would have become expensive to retrofit. Regional content sits where it belongs without the site competing against itself in search, and each accounting integration is its own entry point for teams already running MYOB, Xero, Jobpac Connect, or Access Coins.