Turning a FinTech Enterprise Website into a Marketing Engine

Overview

Coherent is a global SaaS enterprise that converts complex spreadsheets into user-friendly APIs. They help business and IT teams collaborate on software development by empowering non-developers to build and deploy applications.

CMO Andrew Hoerner had a specific vision: the website should tell the company's story through intentional information flow. The existing site was a collection of pages. He wanted a marketing engine.

Veza Digital restructured the site around buyer personas and decision stages. Content was mapped to each stage of the evaluation process. Navigation, page hierarchy, and CTAs were all redesigned to move prospects from awareness to demo request.

The new Webflow site functions as a genuine pipeline contributor. Andrew got the marketing engine he described, with the technical foundation to scale it.