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GroundUp was developing biochar-based fertiliser products and preparing for industrial-scale production, but its website was homemade and its messaging undefined. A founding team working with Indian agricultural organisations, international partners, and investors needed an online presence that matched their work.
Developed GroundUp's messaging strategy for each audience, then designed, wrote, and built the full website - from information architecture through to copy, visual design, and launch.
76%
increase in search impressions from the first 4 months to the next 4 months, with organic reach across 30+ countries within nine months.
47%
of enquiries from organisational email domains - professionals in impact investment, energy, agricultural research, and industrial technology, not passing traffic.
3 weeks
after launch, the first commercial enquiry came in, and within 6 weeks, a Swiss impact investor had requested GroundUp's pitch deck.
GroundUp converts agricultural residues into biochar-based soil amendments that improve soil health and crop yields for Indian farmers. The company partners with sugar mills and large agricultural organisations to build biochar production hubs, with a model designed to scale across India's farming regions. Its biochar also generates carbon removal credits, verified by Isometric
GroundUp was founded in late 2023, and by early 2025 the company had moved fast - field trials validating biochar's soil improvement performance, a production facility in preparation with a sugar mill partner in Maharashtra, and conversations with partners and investors in India and internationally. Anyone following up on those conversations online would have found a DIY website that gave no sense of the company behind it. The messaging wasn't there either - no consistent way of explaining what GroundUp did, how its industrial hub model differed from small-scale biochar operations, or how it planned to revolutionise Indian agriculture.
GroundUp brought Adopter in to shape that story and build the place to tell it.
GroundUp's audiences needed different things from the same company. A sugar mill CEO in Maharashtra evaluating a production partnership cared about waste stream economics, farmer productivity, and how biochar would fit with existing operations. A European carbon credit buyer needed verification standards and permanence data. An impact investor needed the business model and the path to scale.
Adopter defined the messaging for each - company descriptions at different lengths, the founders' origin story, audience-specific FAQs, key statistics with verified sources - giving GroundUp a consistent foundation for the website, pitch decks, and partnership conversations.
That foundation carried into the website. Adopter designed, wrote, and built it with each section grounded in the messaging. The visual presentation of GroundUp's fieldwork and agricultural partners in India was given the same care as the copy - showing an industrial operation with commercial partners, not a charitable initiative.
"What stood out was how they broke down a complex brief into clear, manageable steps. The communication was seamless across continents, and their response to feedback was always thoughtful and fast." - Rhea Dabriwala, CEO & Co-Founder, GroundUp
The site launched in mid-2025 and reached search results across India, Europe, and the US within months. Enquiries followed - agricultural organisations in India exploring production partnerships, carbon credit intermediaries conducting due diligence, a Swiss impact investor requesting GroundUp's pitch deck, and researchers at Indian universities looking for biochar samples.
The desktop traffic share of 63% reinforces the pattern - this is a site being used for professional research, not casual browsing.
"Working with Adopter was a faultless experience. They took the time to thoroughly understand our work, combining biochar production, carbon removal, and partnerships with both global buyers and Indian farmers. They helped us craft messaging and website that resonate with each audience. What stood out was how they broke down a complex brief into clear, manageable steps. The communication was seamless across continents, and their response to feedback was always thoughtful and fast. It felt like a true collaboration. The final output effectively captured our mission and impact and has become a core tool for onboarding stakeholders. Internally, the team was thrilled. We're excited to continue working with Adopter on future campaigns, our website, and significant events. We began recommending them to others within the first week of working together!"
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