Flowmatters

The client sought to redesign their service pages for better readability and improved graphics for both web and mobile screens. The redesign initiative encompassed a multifaceted approach, with a primary focus on optimizing the content layout for seamless readability.

By strategically organizing information and employing user-friendly typography, I aimed to facilitate a smoother navigation experience for visitors, ensuring that essential details about their services were easily digestible.

The goal was to create a visual language that reflected Flowmatters' positioning as a technically capable, design-led agency — where every page communicated both competence and aesthetic confidence.

The approach centred on understanding how visitors actually consume agency service pages. Through content audits and heatmap analysis, it became clear that users scanned vertically for key differentiators rather than reading linearly — so the layout was restructured around scannable blocks with clear visual anchors.

Each service page followed a consistent template: a bold hero statement, followed by a structured breakdown of capabilities, process steps, and relevant case study teasers. This modular system allowed Flowmatters to maintain consistency across their growing list of services while keeping each page distinct.

Typography was refined with a hierarchy optimised for screen reading — generous whitespace, distinct heading scales, and body text sized for comfortable reading across both desktop and mobile viewports.

The redesigned service pages launched with significantly improved readability metrics — lower bounce rates and longer average session durations on key service pages. The responsive implementation ensured a consistent experience from desktop through mobile, addressing the growing share of mobile traffic to the agency site.

The modular page architecture became a reusable foundation, allowing Flowmatters to add new service pages quickly without design debt. The visual upgrade also strengthened their pitch materials — the site itself became a proof point for the quality of work the agency delivers to its own clients.