Northbank · SaaS · 5 months
The product was strong and the site was not. A rebuild focused on clarity, speed and one obvious next step.
Northbank had a product their customers liked and a website that hid it. The homepage led with a vague value proposition, the pricing page took three clicks to reach, and the site needed 4.6 seconds to render its largest element on mobile. Demo requests arrived, but the sales team rejected most of them as unqualified.
We started with five customer calls and the session recordings, which agreed: people could not tell what the product did within ten seconds. The rebuild led with a concrete claim and a product screenshot, moved pricing into the main navigation, and added qualifying fields to the demo form on the assumption that fewer, better-qualified requests beat more noise. The build ran on a design system with performance budgets enforced during development rather than audited after launch.
Qualified demo requests rose 112% while total form submissions rose only 38% — the qualification worked as intended. Largest Contentful Paint dropped from 4.6 seconds to 1.2, and organic sessions grew 78% over six months on the technical improvements alone.
“Our old site looked fine and performed terribly. They were blunt about that, rebuilt it in five months, and demo requests doubled.”
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