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How We Redesigned a Financial Services Website to Simplify Complex Information and Improve Client Conversion Through Friendly UX and Clear Navigation
Client
Synnet LLCTimeline
3 WeeksStack
Industry
FinanceSaaSScope of Work
Content RedesignUI/UXClient Conversion
Challenge
Synnet LLC, founded in 2018, supports small business owners by providing tools to keep their finances organized, clear, and manageable. I was tasked with redesigning the website to align with this vision while enhancing user experience and improving client conversion. One of the key challenges was simplifying financial terminology for a diverse audience without compromising on the technical integrity of the services. The existing site lacked structure, causing users to feel overwhelmed by content. Additionally, the navigation was unintuitive, resulting in poor user retention. The visual identity did not reflect Synnet’s credibility or purpose, and there was no clear user journey from landing to conversion.
Solutions
Created a simplified sitemap with intuitive navigation.
Designed a responsive layout for all screen sizes.
Rewrote key content in plain, friendly language.
Introduced call-to-action sections to guide user flow.
Results
5% increase in average session duration.
40% improvement in mobile engagement.
Clearer client onboarding through a guided CTA flow.
