Website redesign: building trust through marketing
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Industry
Fintech, Marketplace
Duration
08/2022 - 10/2022 (2 Months)
Role
Website Design, Development
Team
1 Product Designer, 1 Head of Marketing
Since the inception of our company, the LEX Website has been crucial for our customer acquisition efforts. However, as our brand evolved, the messaging and narrative on the website became outdated and did not align with the sophistication of our business. We recognized the need to integrate the website better with our core product experience. After two months of collaboration between the product and marketing teams, we launched a new LEX Website with a modern design, upgraded site architecture, and new pages. The new website has significantly increased our sign-up conversion rate.
We created tailor-made landing pages for each customer segment - investors, owners, advisors - with distinct narratives that address their unique pain points.
We drew inspiration from the Wall Street ticker billboard and created a ticker banner on our website, which effectively conveys the concept of "real estate stock".
We worked with ↳Gaspard+Bruno on a new brand video as the primary brand asset.
We redesigned our blog page and updated all our blog covers to reflect our brand identity.
We developed cover templates for all stages of our offering lifecycle, ranging from IOI to IPO to investor relations.
We redesigned all our company-related pages, introduced newsroom page and added security page to effectively communicate our mission and values.
We recognized that our offerings are a major incentive for customers to sign up and open an account with us. Thus, we decided to deeply integrate our website and product experience to create a more seamless process. Specifically, we repurposed the browse page and the property detail page in our product, and created a public version that allows non-sign-up customers to browse our offerings. Due to compliance requirements, we had to hide the research tools, so we replaced them with a sign-up call-to-action.
Read more about the design process of our Property detail page (PDP) and research tools in this case study: ↳LEX Core Product .
As part of our growth-centric product strategy, we created a 'Learn' tab to educate our customers about LEX's business model and real estate. The feedback we received from our customers was overwhelmingly positive, so we decided to feature the top content from the Learn tab more prominently on our website. Since the Learn tab's content was already hosted on the Webflow CMS, we were able to easily build an individual Learn page and ensure that both pages stayed up-to-date.
Read more about the design process of our learn tab in this case study: ↳LEX Growth Product (coming soon).
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