We collaborated with Planful, a leading cloud-based financial planning and analysis (FP&A) platform serving enterprise finance teams worldwide, to transform their digital presence and dramatically improve conversion performance. Planful was facing challenges with website engagement, high bounce rates, and suboptimal conversion paths despite offering best-in-class financial planning software. We developed a comprehensive website redesign paired with a strategic SEO content strategy designed to capture high-intent finance professionals searching for FP&A solutions. Through data-driven UX improvements, targeted content creation, and conversion optimization, we repositioned Planful's website as a high-performing lead generation engine. The strategic overhaul resulted in dramatic improvements in user engagement and qualified lead capture.

Results:

• Conversion Rate: +50% increase
• Bounce Rate: -178% decrease (improved by 64% from original)
• SEO Visibility: Significant organic growth through targeted content strategy
• User Engagement: Dramatically improved on-site behavior metrics

We began with comprehensive analysis of Planful's positioning within the competitive FP&A software landscape, examining their messaging, user journeys, and conversion funnel performance. Through detailed website audits and user behavior analysis, we identified critical friction points causing high bounce rates and abandoned conversion paths. Our research revealed that finance professionals were arriving at the site but struggling to find relevant information quickly, leading to premature exits. We conducted competitor analysis across the financial planning software space and discovered opportunities to differentiate Planful's value proposition more clearly while addressing the specific pain points of CFOs, finance directors, and FP&A managers seeking modern planning solutions.

Website Redesign & Content Strategy Implementation

A comprehensive redesign strategy was developed focusing on three core pillars: improved information architecture, conversion-optimized user journeys, and SEO-driven content expansion.

Website Redesign:We restructured the site architecture to create clearer pathways for different audience segments (CFOs, finance teams, IT decision-makers), ensuring each persona could quickly find relevant solutions. The redesign emphasized faster load times, mobile optimization, and strategic placement of conversion elements throughout the user journey. We implemented compelling social proof, streamlined navigation, and created dedicated landing pages for high-value search terms that aligned with buyer intent at different funnel stages.

Content Strategy:Our SEO content strategy focused on capturing high-intent finance professionals searching for FP&A solutions, budgeting best practices, and financial planning methodologies. We developed pillar content around core topics like "financial planning and analysis," "FP&A software," "budgeting and forecasting," and "financial consolidation"—all designed to build topical authority while driving qualified organic traffic. The content strategy included detailed buying guides, comparison resources, and educational content that positioned Planful as thought leaders in the modern finance space while naturally guiding prospects toward conversion points.

Key Takeaways

For B2B SaaS Companies:

• Information architecture and clear user journeys are critical for reducing bounce rates and improving engagement
• Persona-based content pathways help different decision-makers find relevant information faster
• Strategic SEO content that addresses buyer intent at different funnel stages drives qualified organic traffic
• Conversion optimization isn't just about CTAs—it's about building trust, removing friction, and guiding users naturally toward conversion

For Enterprise Software Providers:

• Finance professionals need quick access to ROI data, use cases, and technical specifications
• Educational content that demonstrates thought leadership builds trust before purchase conversations
• Mobile optimization and site speed are non-negotiables for busy finance executives researching on the go
• Integrated content strategy (SEO + conversion design) delivers compounding returns over time

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