WorkCase study 01 / Fintech
Cash App Company.
A marketing site that explains a complicated product in one scroll, and turns the people who understand it into sign-ups.
2.4xmore sign-ups per month90 days after launch
61%drop in bounce rate on the homepagevs the old site
1.4sLargest Contentful Paint on mobilePageSpeed, launch day
98/100PageSpeed performance scoremobile and desktop
01 / The brief
A product people loved once they understood it. Nobody understood it.
Cash App Company had a genuinely useful product and a homepage that read like a compliance document. Visitors landed, scrolled twice, and left. Sign-ups came almost entirely from referrals, which meant the site was doing none of the work.
The brief was short: make it obvious in ten seconds what this does and why it matters, keep the regulatory language where it has to be, and give the growth team a site they could update without a developer.
- One clear story from the top of the page to the sign-up button
- A visual language that felt like a product, not a bank
- Mobile first: 70% of traffic arrived from social on a phone
- Fast enough to survive a paid campaign landing on it
02 / Eight weeks
Brief to launch in eight weeks.
Every take had a date, a deliverable and a sign-off. Scroll along the rail: the page changes colour as the project did.
01
Discover
Founder workshop, six customer interviews, five objections written down, one sentence agreed.
02
Story and wireframes
The scroll mapped as a script: what the visitor believes at each point, and what moves them to the next.
03
Design
Homepage first, on the founders' own phones as a live prototype. Two rounds, signed off in the room.
04
Build
Hand-coded front end, headless CMS wired to every block, interactive demos built and tested on real devices.
05
Performance and QA
Core Web Vitals on every template, accessibility pass, analytics events for each step of the sign-up.
06
Launch
Redirects, search set-up, a handover session for the growth team, and a paid campaign landing on it the same afternoon.
03 / The approach
One scroll, one story.
We started with the words, not the screens. A half-day workshop with the founders produced a single sentence that the whole homepage now hangs off, and a list of the five objections every new customer raised. Each objection became a section, answered in order, with the product doing the demonstrating.
The design uses colour as a guide rope. Each section grades into the next so the page reads as one continuous piece rather than a stack of blocks, and the sign-up button picks up the colour of whichever section you are in. Interactive product demos replace screenshots, so the "how does it actually work" question gets answered by trying it.
Words first
Founder workshop, customer interviews, five objections, one sentence.
Prototype, not PDF
Live, scrollable prototypes on the client's own phones from week two.
Hand-coded, CMS-fed
Static front end, headless CMS for the growth team, sub-two-second loads.
04 / The work
Key screens. Replace with real captures before launch.
05 / The numbers
Thirteen weeks before, thirteen after.
Weekly sign-ups from the website, and the three page metrics the paid campaign depends on.
Sign-ups per week
Website onlySign-upsLaunch, week 13
Before and after
Mobile, PageSpeed06 / Under the hood
Built to survive a paid campaign.
The front end is hand-coded HTML and CSS with a small amount of JavaScript for the demos, served as static files from a CDN. Content lives in a headless CMS so the growth team can change copy, swap a demo or publish a landing page without a deploy. Images are served in modern formats at the exact size each breakpoint needs.
Every template was checked against Core Web Vitals before the client saw a staging link. The site launched at 98 on mobile and has stayed there through three campaigns and a product launch.
Hand-coded HTML/CSSVanilla JSHeadless CMSStatic hosting + CDNGSAPCore Web VitalsSchema markupAnalytics + events
07 / The outcome
The site started doing the work.
In the first 90 days sign-ups from the website more than doubled and the homepage bounce rate fell by more than half. Paid traffic that used to land on a page that said nothing now lands on a page that sells, so cost per sign-up dropped without touching the ad spend.
The growth team has since published eleven landing pages on their own. We have not been asked to change a line of code.
For the first time people arrive already knowing what we do. The demo does the pitch for us.
Next up
Keep watching.
Taxi Company
New identity and a booking-first site built for thumbs.
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