- ProblemTurned a slow brochure site into a CFO-grade experience with sub-400 ms TTFB, regulated messaging, and progressive profiling.
- RoleFractional product engineer & marketing technologist
- Timeframe5-week rebrand
- StackNext.js • TypeScript • Sanity • Tailwind
- FocusNext.js • Tailwind • Sanity
- ImpactEU TTFB: 0.38 s
Problem
Turned a slow brochure site into a CFO-grade experience with sub-400 ms TTFB, regulated messaging, and progressive profiling.
Context
S — Treasury automation buyers abandoned Fynova’s WordPress site because it loaded in 3+ seconds and buried regulatory proof points. Marketing could not ship updates without engineers. T — Rebuild the entire experience on the Next.js App Router with a structured content system, CFO-friendly storytelling, and measurable funnels without relying on third-party cookies.
FinTech growth site with sub-400 ms TTFB and compliant messaging
Static-first Next.js with edge caching met global performance targets.
Compliance proof points are structured for CFO buyers and regulators.
Lead intelligence funnel with Sanity, HubSpot, and Plausible
Content modeling enables safe marketing updates without engineering.
Progressive forms and privacy-friendly analytics tie content to demo intent.
Architecture
- Shipped a static-first Next.js build with edge caching, image optimization, and script splitting; enforced 400 ms TTFB budgets in CI.
- Codified content in Sanity with schema validation, preview mode, and workflow states so marketing experiments never risked production.
- Designed modular hero/problem/proof blocks with Tailwind tokens to let growth teams rearrange narratives without new CSS.
- Embedded HubSpot progressive forms + treasury calculators, piping enriched events into Plausible server-side tracking for compliant attribution.
- Implemented localized SEO (hreflang EN/FR), Schema.org FinancialProduct/FAQ, and structured rate tables that earned rich results for long-tail FX terms.
- Built a trust drawer showing SOC/ISO certificates, partner banks, and uptime stats that satisfy compliance teams without derailing storytelling.
- Instrumented accessibility (Axe CI, keyboard focus states) and dark-mode safe gradients to preserve brand polish without harming usability.
Security / Threat Model
- FinTech prospects demand evidence of MiFID II / PSD2 compliance yet hate legal walls of text.
- Marketing needed to edit pricing, disclosures, and testimonials weekly without regressions.
- Lead capture had to obey GDPR while still collecting treasury volume, entity type, and urgency.
- Global buyers expect sub-second performance across Frankfurt, Ashburn, and Singapore edge locations.
Tradeoffs & Lessons
FinTech marketing sites succeed when they feel as deterministic as the products they sell. Content modeling and compliance guardrails gave us speed *and* trust — a combo that let growth experiments run weekly without waking engineering.
Results
The rebrand launched in five weeks, bumped organic demo requests by 38%, and cut bounce to 35%. Two enterprise pilots referenced the Treasury Playbook download created for the new funnel. Marketing now ships content changes in minutes through Sanity workflows, and every quarterly security review passed with zero remediation tasks.
Stack
FAQ
How was performance improved?
Edge caching, image optimization, and script splitting kept TTFB under 400 ms.
How was compliance handled?
Structured content, disclosures, and GDPR-safe analytics keep messaging accurate.
What outcomes were achieved?
Demo requests increased and bounce rate dropped after launch.