Fintech — 2024
Ledger & Co.
A marketing site and documentation surface for a treasury platform selling into finance teams that don't trust marketing sites.
The Problem
Serious product, unserious page.
Ledger's platform handled multi-entity treasury for mid-market finance teams. The old site felt like a startup pitch deck — the wrong tone for CFOs comparing SOC 2 reports. Demo requests were qualified, but slow.
Process
01.
Talk to the buyer
Eight interviews with finance leaders. What they wanted: proof it works, and a sample of the actual product interface. Not a video.
02.
Docs as marketing
We elevated technical docs to a primary nav item. The buyer already treats them as evidence — we stopped hiding them.
03.
Real numbers
Live product screens with real (anonymized) data instead of blur-filled dashboards. Trust starts with specificity.
"They made finance feel design-conscious without making it feel less serious."
Priya S. — VP Marketing, Ledger & Co.
The Solution
A page that reads like the product.
Editorial layout with a data-first aesthetic — grids, tabular numerals, tight rows. Every claim on the marketing page links to a docs page that backs it up. Buyers can drill in without leaving the site. Sales stopped sending PDF datasheets.
The Outcome
Demos up, calls down.
Demo requests climbed 2.6× — but average sales cycle shrank because buyers arrived with fewer questions. Docs became the second most-visited page on the site.
+2.6×
Demo requests
-27%
Sales cycle
8 wk
Design & build
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