How a B2B SaaS Website Redesign Increased MQLs by 55%
For gWorks, a growing civic-tech firm, the website wasn’t keeping pace with its team or buyers. So we rebuilt it on Webflow—not for show but for scale. In 15 weeks, MQLs rose 55.6%, form submissions jumped 161%, and marketing now ships pages without engineering.
Gigantic Editors
Download
'Keeping Your Website Project On Budget'
Rethinking the B2B Website's Role
As digital expectations expand, the purpose of a website in B2B SaaS has changed. It's not simply a source of information. Your website is a major part of the B2B buying process. Teams vet products before outreach. Decision-makers compare alternatives on their own terms. A company’s digital presence must match that reality.
gWorks, a civic technology firm broadening its product suite and geographic footprint, understood this evolution. Rather than racing to react, they planned a measured shift—redefining their site as a vehicle for demand, not a static asset.
Over three months, we worked closely with their team to shape a modular Webflow system—built to scale, edit, and evolve. The outcome: a 55.6% lift in MQL conversion and 161% rise in form completions. No additional spend. No headcount change. Just structure, applied with purpose.
What Prompted the Change
gWorks was entering adjacent markets and speaking to a wider array of users. The website couldn’t keep up. They needed a system that could:
- Speak distinctly to varying job functions
- Support publishing without technical delays
- Reflect multiple product paths without confusion
The ask was clear: provide marketing with a structure it could operate without friction, and ensure the site mirrored the company's go-to-market complexity.
Our Approach: Precision, Modularity, Independence
A Reusable Framework for Rapid Publishing
We designed a component system tailored to gWorks’ use cases. Editors gained the ability to launch content without developers. Speed improved. Marketing moved from bottlenecked to responsive.
Role-Based UX for Clarity and Action
We mapped journeys around specific user types—city managers, IT leads, and procurement stakeholders. Navigation, copy, and page architecture all reflected the roles that drive civic software adoption.
Design Grounded in Familiarity and Legitimacy
The visual language favored clarity over flourish. Public-sector buyers value directness and transparency. We leaned into those cues. The outcome was a site that looked credible to legacy users while supporting a more modern product story.
Results That Changed the Team’s Workflow
Since launch:
- MQL conversion increased 55.6%, from 4.5% to 7%
- Form submissions rose 161%
- Seamless page creation internally without technical bottlenecks
One small design update—refining the background color to “Civics Green”—notched a measurable bump in engagement. It wasn’t a sweeping redesign. It was a precise revision, timed well.
Want to see more? Check out the full case study here
For Marketing Teams Balancing Speed and Substance
- Reusable systems reduce dependency: Editors don’t wait in line to publish.
- Content that matches user roles converts better: Generalizations lose readers. Specificity holds them.
- Small updates can compound: Teams can course-correct without waiting for a full refresh.
gWorks’ evolution was not about flash—it was about building the right kind of flexibility into their process. The website now works with their team, not against it.
Thinking About What Comes Next?
If your website can’t adapt to your messaging, your product, or your calendar, it’s probably costing you more than you think.
Explore how we help marketing teams build on Webflow—with structure, clarity, and velocity.
FAQ
Who handled what?
Gigantic managed the project end-to-end. Once the structure was live, gWorks took the reins, publishing content with no engineering support.
How long did the process take?
15 weeks, including planning, design, development, and handoff.
Did the project include brand work?
Yes. We introduced a visual system designed for civic trust—plainspoken, legible, and restrained.
Is Webflow viable for SaaS teams?
If you need speed, modularity, and internal control, yes. For gWorks, it was exactly the right fit.
Can this model be adapted?
It already has. If your team is navigating complex personas, legacy infrastructure, or content paralysis, there’s a path forward.
Have a project or problem to solve? Let’s get started.
Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.
Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.
