Frontal
The context
Becoming the McKinsey for GTM.
Frontal is the #1 Clay agency, first on the platform, one of only four Clay Elite partners, with more than 275 clients behind them. Back in 2022, companies paid Frontal to build their lists, find their emails and write their outreach. Today that’s a few minutes of work for anyone with Claude.
Frontal’s founder, Alex Vacca, is betting that when everything technical becomes a commodity, the only thing still priced high is judgment. With that in mind, and the ambition of becoming the McKinsey for GTM (because nobody ever got fired for hiring McKinsey), the team needed a website to match.
The challenge
The old site was holding them back.
- 01
It sold the old offer
The site pitched Clay builds to run in-house. 80% of clients were actually buying strategy and execution on retainer.
- 02
A new buyer: the CRO
Retainers mean selling to whoever owns revenue. The site had to feel senior, serious and upmarket.
- 03
Judgment didn’t show
A Clay build explains itself. The thinking behind it, which is what Frontal now sells, stayed invisible.
- 04
Built to be extended
Frontal ships constantly, so their own developers had to build on whatever we handed over.
Strategy
Category leader positioning and messaging.
To get Frontal where they wanted to be, we started with a product marketing workshop where we nailed down their positioning and messaging, the foundations of everything else.
Frontal is now positioned as an extension of your GTM team, held up by proof over offer, longevity, and their own 80/20 system. The design supports that upmarket move too.
Web
A new homepage filled with social proof.
The homepage runs ten sections, each doing one job, with the confident claims up top and the detail on subpages. Clay and Lemlist badges, testimonials and client logos carry the credibility, because when you’re selling judgment the proof has to be solid.
Motion
Explanatory animations for complex ideas.
Twelve animated diagrams handle the parts that are hard to describe, like how Frontal turns accounts into signals and signals into action.
Design system
A design system their team can grow with.
Underneath it sits a design system: components, forms, typography and a reusable service page template, built for Astro and Sanity so Frontal’s own developers could ship the site. Which they did, only six weeks from kickoff.
Six weeks from kickoff to launch.
One connected process, from the first story decisions to a live website.
Workshop
Product marketing workshop, positioning and messaging.
Web design
Homepage, subpages and the proof that carries them.
Motion
Twelve animated diagrams for the hardest ideas.
Design system
Components for Astro and Sanity, shipped by Frontal’s own team.
From the client
“GRAFIT thinks like strategists and ships like engineers. Six weeks later we had a website that sells like a category leader. If yours doesn’t, call them.”
Alex Vacca
Founder at Frontal
