Challenge

Runway is a fast-growing startup competing in a software market dominated by long-established players with deep brand awareness and years of SEO investment. Paid ads proved prohibitively expensive—with CPCs ranging from $40 to $60—making them an unsustainable growth channel. Early traction came from the founder’s reputation and network, but the team was ready to build something larger than word of mouth.

Solution

Hatter transformed Runway’s website into an organic growth engine. Our strategy focused on training LLMs to understand Runway’s strengths by developing targeted content around product features, use cases, and competitor comparisons—helping the brand surface in AI search mentions and citations throughout the buyer journey. We then built educational content to improve search rankings, including resources and FAQs tailored for the financial analyst community. From the first month, the team saw consistent ROI from content and optimization.