How Vanta brought its personality into a growing enterprise website

The problem.

Vanta wanted its playful identity to work for enterprise buyers and security professionals, while supporting a growing website.

What changed.

The work combined a rebrand and site redesign. 8020 handled design and custom animation; Finsweet handled development on Webflow.

As described by Webflow.

What was reported.

Webflow reports 120% more web conversions. Its story connects brand, content, platform, and publishing changes in one account. Source: Webflow

What we take from it.

A distinctive website starts with decisions that belong to the business. That can be the language it uses to explain a difficult topic, the examples it chooses, or the way imagery makes an unfamiliar service understandable. A design direction should be recognizable across the whole journey, including the quieter pages where people check the detail before making contact.

Visual character and clear information have different jobs. Expressive imagery can make a page memorable; a useful hierarchy helps a buyer find the answer they came for. Both deserve review. We would examine the page with its actual content, on a small screen, and at the point where a person must decide what to do next. An attractive opening cannot compensate for an unclear offer or an unusable form.

Publishing is also part of design quality. A system should make the next service page or case study feel coherent without forcing every story into the same arrangement. That calls for reusable type, spacing, image treatment, and interaction rules, plus room for editorial judgment. A useful handover lets the team maintain these decisions as the website grows. Subsequent measurement should separate visitor behavior from the internal effort of keeping content current.

How to evaluate a similar idea.

Start with your situation and a question you can test. These are evaluation steps we would discuss before choosing an implementation.

1. 01

   Define the buyer’s questions

   Map what people need to understand before an enquiry, including the less visible service and proof pages.

2. 02

   Record separate baselines

   Track qualified enquiries and conversion rate separately from raw conversion counts, traffic, and publishing effort.

3. 03

   Bring real content

   Use the business’s actual offer, approved claims, visual materials, and examples to test the design direction.

4. 04

   Review the complete journey

   Have content owners and likely users check clarity, accessible interaction states, mobile use, and the final action.

5. 05

   Check what changed

   Review enquiry quality and the team’s ability to maintain pages. Account for traffic or campaign changes when interpreting results.