Fintech · Strategy + Marketing websites
Repositioning a fintech infrastructure provider
A backend provider everyone respected and nobody could describe. We ran the message work, rewrote the site around five buyer questions, and shipped a documentation-adjacent marketing experience.
The situation
The site explained architecture before outcomes. Sales ran a 30-slide deck because the site could not answer "what does this replace in my stack?".
The brief
Make the first five buyer questions answerable on the site, and give sales a narrative that matches it.
How we worked
Interviews
Buyer and internal interviews produced the five questions that decided evaluations.
Narrative
A structure that leads with outcomes, then architecture, then proof: documentation, status, coverage.
Site
Nine pages with section contracts; developer documentation linked rather than duplicated.
Sales alignment
The deck was rebuilt to follow the same order; battlecards updated with the message guide.
Deliverables
What shipped at the end.
- Positioning and message guide
- Site architecture and copy direction
- Editorial design system
- WordPress build with documentation links
- Sales deck restructure
- Redirect map and QA report
Artifacts
Material from the engagement.
What we would measure next
The numbers we would watch with the team.
We do not publish outcome claims. These are the measures we handed over with the work.
- qualified enquiry requests from the site
- documentation click-through
- sales cycle length
- deck-to-message consistency in win reviews
Material
More from the engagement.
Related reading
Notes connected to this work.
Positioning before pixels: the research pass most B2B redesigns skip
Most B2B redesigns fail before the first wireframe – because nobody agreed what the company is actually selling. Here is the research pass that fixes it.
Read article
Design tokens are an operations problem, not a CSS problem
Teams rarely fail at token syntax. They fail at naming, ownership and the quiet drift that starts the week after launch.
Read articleEngagement records describe objectives, decisions and deliverables. Client names, logos and outcome figures stay with the client.
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