How a B2B Web Design Agency Structured for Growth

Gigantic worked with gWorks to build a Webflow platform that prioritized content clarity, internal ownership, and long-term adaptability. This was not just a design refresh. It was a systems-level decision that allowed their marketing and product teams to manage updates with minimal friction.

The work focused on several practical shifts:

• Defining the relationships between product tiers (Essentials, Core, Enterprise) and their supporting tools
• Mapping content paths to specific civic roles, ensuring orientation without unnecessary complexity
• Creating a modular library of components that could be reused and adapted by non-technical contributors
• Updating typography and palette to reflect reliability and civic utility

A specific change—the introduction of Civics Green as a lead color—coincided with measurable gains in user engagement and conversions.

Structured for Real-World Context

gWorks serves professionals who are deeply embedded in the day-to-day of local government. Many are short on resources, time, and tolerance for unnecessary complication. During early interviews, three consistent patterns emerged:

1. Veteran staff with a preference for familiar systems
2. Mid-career professionals open to improving workflows
3. New hires eager to modernize outdated practices

These observations shaped the site architecture and messaging strategy. Instead of assuming one path to conversion, we designed for multiple entry points that respected each visitor's expectations and pace.

Scaling Content Without Compromising Brand Integrity

The design approach was intentional in its restraint. There was no interest in mimicking trends. The goal was to present a clear, confident product experience rooted in practicality. Audiences with an aversion to "big tech" aesthetics responded well to this grounded visual direction.

Internally, the gains were just as clear. The gWorks team has since used the Webflow system to produce hundreds of pages without external development support. The tools they were given have remained intact, adaptable, and widely used.

Conversion Gains from B2B Branding and UX Improvements

• 55.6% increase in MQL conversion rates
• 161% increase in form submissions
• Hundreds of new pages launched independently by the internal team
• Site conversion rate increased from 4.5% to 7%

The gWorks team rated the project 5.0 across all evaluation areas. Their feedback highlighted responsiveness, energy, and a sense of cohesion throughout the process. The final product was praised for its movement and balance, combining usability with a degree of refinement that had previously been missing.

This project marked a shift in how gWorks presents itself—to both its users and its own team. The outcome supports their current needs and leaves room for future growth.

For teams grappling with disjointed systems, inefficient workflows, or unclear messaging, this work offers a blueprint for purposeful, manageable change.

FAQ: Behind the Build

How much lift did Gigantic provide vs. the gWorks team?

Gigantic directed the strategy, design, and implementation across UX and development. The content structure was mapped in close coordination with gWorks' leadership. Following launch, the internal team managed population and iteration independently.

How long did the project take?

The full project cycle ran approximately 15 weeks. That timeline included stakeholder sessions, structural alignment, visual exploration, development, Webflow training, and final delivery. The process allowed for rigor without slowing down forward progress.

Did the project include brand updates?

Yes. While the logo remained untouched, Gigantic revised the color system and typography. These adjustments updated the visual tone while remaining legible and appropriate for civic environments. In fact, gWorks saw an immediate increase in leads after changing their home page background to Civics Green.

Was Webflow the right fit?

Yes. Webflow allowed us to create a flexible, modular system that gWorks could maintain without additional engineering support. For an organization managing a wide product suite with a lean team, this autonomy proved essential.

Can this approach work for other SaaS companies?

Certainly. The combination of modular development, clear UX structure, and brand realignment is especially effective for B2B SaaS firms navigating multiple audiences and limited internal bandwidth.