Migrating Finary's site into Webflow

Finary is a French start-up in asset monitoring. Only 9 months after its Seed (February 2022), Finary is continuing its momentum and completing an 8 million euros raise. Find out why they called on Gemeos.
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Webflow integration
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“Gemeos and in particular Sandro are working on Webflow integration as part of the redesign of our website. The main purpose of this change: to give back control of the creation of landing pages to the Growth team, to facilitate integration by setting up a logic of components based on our design system, and finally, to work on webperf and SEO issues. I strongly recommend Sandro in particular for his availability, his responsiveness, his pedagogy and finally his understanding of our business challenges.”

SEO Manager @Finary


Finary have therefore decided to call on the Webflow agency Gemeos to migrate their site to Webflow for several reasons:

  1. Gain agility.
    The market/growth team is now autonomous and can make changes independently.
  2. Improve their performance.
    All pages were implemented hard, not optimized and very rigid.
  3. Free up bandwidth for the Product/Tech team.
    No more going back and forth between teams, ticket creation, QA... The Tech/Product team can now focus on the product
  4. Transforming their visual identity.
    Allows to make it more consistent with their leadership position.
  5. Adapt the site to their commercial discourse and vision
  6. Migrate all their editorial content into a single tool (Webflow)


  1. Major SEO challenges (complex CMS architecture)
  2. A complex level of integration
  3. Multilingual
  4. Component logic (create components that are easily reusable by internal teams)

Project breakdown

1. Setting up a style guide

The first thing we achieved was the implementation of a style guide in Webflow. Ensuring the consistency and stability of Finary's site, it includes all visual and functional guidelines in order to establish a standard for the elements of the site, such as colors, fonts, buttons, buttons, forms, icons, etc.

It also allows for effective collaboration between the members of their team, and to ensure consistency in all its elements.

Style guide Finary - Webflow
Style guide Finary - Webflow
Style guide Finary - Webflow

2. Implementation of the site

2.1 Migrating static pages

Deadline set, deadline respected. The site was published on the desired date, obviously respecting good SEO practices and with particular attention to responsive design.

We started by developing the static pages of the Finary site.

  • Homepage
  • Investing in crypto
    • Platform
    • Buying and selling
    • Fresh
    • Passive income in crypto
    • Investment plans
    • Crypto prices
  • Solutions
    • Finary Plus
    • Finary Pro
  • Features
    • Budget

The objective is to quickly be able to migrate the site's window and give back control to the Market/Growth team so that they gain in agility.

2.2 Editorial content migration

Once the migration of the window was complete, we started the major project of redesigning their editorial content:

  • blog
  • Product news
  • Changelog
  • Glossary
  • Videos

As much content as there are different platforms...

The objective, of course, is to centralize all this, to benefit from the advantages of Webflow to offer a 100% optimized architecture for search engines, with a tailor-made design to offer a personalized experience.

Operating in a very competitive market (finance), we could not be satisfied with a classic CMS architecture with little page depth.

In order to reinforce the semantic cocoons around the most relevant and competitive business keywords, we have built an adapted CMS architecture (cf: screen).

Octopus Edito mesh

But also...

  • Particular attention to detail on mobile to have a perfect reading experience
  • Custom HTML elements to boost articles (CTA banner, table, callout...)
  • All SXO best practices (Summary, progress bar, social sharing, and many others...)

And so on...

Here is a video rendering (but the best way to see the quality of the integration is to go directly to the FinAry's blog)

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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