thedesigntime
Web Development · 2025 · Lumen Financial

A fintech marketing site that closed enterprise deals in its first quarter

Rebuilt a Series A fintech's marketing site to support an enterprise motion — new IA, custom illustrations, and a self-serve demo flow.

Fintech · B2B SaaS
United States
7 weeks
Start a similar projectAll projects
Client
Lumen Financial
Industry
Fintech · B2B SaaS
Location
United States
Timeline
7 weeks
Results

What changed after launch

3×
Qualified demos
41 → 96
Lighthouse mobile
7 weeks
Time to launch
Case study

Problem, approach, outcome

01 · Problem

The constraint

A Webflow site built for a self-serve product couldn't tell the enterprise story sales was now selling.

Lumen had raised a Series A and pivoted sales toward enterprise buyers, but the marketing site still spoke like a PLG tool. Messaging was buried, product screenshots dominated above the fold, and Webflow performance was dragging paid and organic traffic. Sales was rewriting decks for every call because the site couldn't carry industry proof, security narratives, or a credible demo path.

02 · Approach

What we did

New IA around industries and personas, custom illustration system, calculator-driven pages, TanStack Start rebuild.

We ran a short discovery with marketing and sales, then rebuilt information architecture around industries, personas, and use cases. Design introduced a custom illustration system and calculator-led pages that mirrored how prospects evaluate ROI. Engineering moved the site to TanStack Start for server-rendered HTML, Core Web Vitals, and a self-serve demo request flow wired to their CRM — with staging reviews from week one.

03 · Outcome

What shipped

Enterprise-qualified demo requests tripled in the first quarter after launch; page speed 41 → 96.

Within the first quarter after launch, enterprise-qualified demo requests tripled. Lighthouse mobile performance moved from 41 to 96, bounce on key industry pages dropped, and sales reported that prospects arrived already oriented to the enterprise story — fewer custom decks, shorter first calls.

Why it worked

Highlights from the engagement

  • Enterprise narrative that sales could point to on calls
  • Performance treated as a conversion constraint, not a nice-to-have
  • Design and development shipped as one system

Deliverables

  • Industry & persona information architecture
  • Custom illustration & visual system
  • ROI calculator pages
  • TanStack Start marketing site
  • Self-serve demo + CRM wiring
  • SEO meta, sitemap, Search Console setup
Stack & services

Tools and capabilities used

TanStack StartReactTypeScriptTailwind CSSFigmaHubSpot
Web DevelopmentBranding & Design
More work

Related projects

All projects
Branding & Design2025

A packaging system for a craft coffee brand entering retail

Full identity and packaging system for a Toronto coffee brand launching in independent grocery.

North & Oak

Amazon Listing Design2024

Amazon storefront and A+ content for a 7-figure kitchen brand

Rebuilt every listing and the Brand Storefront for a US kitchenware brand with 34 SKUs.

Meridian Supply Co.

App Development2025

iOS + Android app for a live-event crewing marketplace

Two-sided marketplace app connecting event producers with vetted crew across the UK and UAE.

Stagehand

Have something similar in mind?

Share your goals and timeline — we reply within one business day with a fixed-fee outline for a project like Lumen Financial's.

Start a projectSee pricing
Get In Touch

Contact Us Today

Have questions about our web development, app development, graphic design, or business growth services? Reach out to our team and let's discuss how we can help bring your ideas to life.