Finary × Gemeos

Webflow Development

A component system that gives the Growth team full ownership

Before the migration, every site change had to go through a ticket to the Product/Tech team. Delays. Back-and-forth. QA. Constant friction that slowed down campaigns and content publishing. The goal of the Webflow migration was to break that cycle fast.

The first step was building a complete style guide in Webflow: typography, colors, buttons, forms, icons, the entire Finary design system rebuilt as native components. A stable foundation that keeps the visual experience consistent across the whole site, no matter who’s publishing.

Next came the migration of static pages in business priority order: homepage, product pages (Finary Plus, Finary Pro, Crypto, Budget, Platform…), pricing pages.

Deadline set. Deadline met. With a sharp focus on responsive behavior and SEO best practices from day one.

The most complex part was migrating the editorial content. Finary ran on several separate platforms to manage its Blog, Product Updates, Changelog, Glossary, and Videos. Everything moved into Webflow CMS.

The collection architecture was designed to reflect the depth of the editorial catalog: categories, subcategories, authors, tags. A structure that lets the team publish independently without ever breaking site consistency.

For blog pagination (several hundred articles), we used Finsweet CMS Load with paginated URL generation (/blog/epargne?page=2, /blog/bourse?page=3…), a necessary implementation so Google could crawl and index every article properly.

The site is multilingual (FR/EN), structured in subfolders (/fr/, /en/) with automatic routing based on the user's browser language.

SEO/GEO

SEO foundations built for an ultra-competitive market

Personal finance is one of the most competitive verticals in French-language SEO. Every ranking for a keyword like "PEA," "ETF," or "life insurance" is a battle between established players and specialized media outlets. Finary couldn’t settle for a standard Webflow blog. Gemeos built SEO support into the migration itself: collection structure, article templates, and internal linking to priority pages.

CMS architecture and semantic clusters

The CMS collection architecture was built to maximize page depth and strengthen semantic clusters around priority business keywords. Every editorial category (/blog/epargne/, /blog/bourse/, /blog/crypto/…) stands as its own SEO entity, with indexable listing pages of its own. Articles connect back through a tight internal linking structure that pushes authority toward the most strategic pages.

Article template built for crawl and UX

The article page template was designed as both an SEO tool and a reading experience. Every component has a clear job:

LLM optimization (GEO)

This is the most foundational part of the work done on the Finary blog. As ChatGPT, Perplexity, Google AI Overviews, and other models become entry points for financial queries, getting cited by LLMs has become a visibility issue on par with Google rankings.

Finary’s article template includes content formats that language models naturally favor when generating answers:

• "Good to know" and "Example" callouts. Custom HTML blocks embedded directly in Webflow rich text, delivering condensed, reliable, self-contained information. This is exactly the kind of format LLMs look for when building responses.
• HTML comparison tables with structured, dense information that a model can directly use to synthesize a comparison.
• A FAQ at the end of the article, in a clear question-and-answer format. The format most often surfaced by answer engines and LLMs for conversational queries.

These elements aren’t cosmetic add-ons. They were built directly into the Webflow rich text system so the Finary team could drop them into every article without technical help.