Pluto Marketing Website: From MVP to Redesigned Growth Engine
Pluto is a fintech startup helping young Indians save and invest with ease. The company simplifies goal-based investing in digital gold, silver, and mutual funds through an intuitive mobile app.
As the app scaled, Pluto needed its website to evolve from a simple landing page into a strategic acquisition channel, driving organic growth and supporting the company's rapid product iterations.
Pluto Money
2 weeks
Designer & No-code Developer
The Challanges 🎯
When I first joined Pluto, the website was a static placeholder. My initial task was to design and launch our first web presence quickly, aligning it with the app's early, playful Gen-Z aesthetic.
As Pluto evolved its product and repositioned for a more mature "knowledge worker" audience, the existing website became a mismatch. The key challenge shifted: how to execute a full website redesign that not only aligned with the new app design language but also built on the successful SEO foundation we had already established.
My objective was clear: design a new web experience that was modern, scalable, and conversion-focused, all while maintaining brand consistency across a rapidly evolving product.
The Initial Launch (V1)
My first step was to design and ship Pluto’s initial marketing website on a tight deadline.
Framer MVP: I used Framer to build the core site, including the homepage, blog, and legal pages, in a matter of weeks. This allowed us to go live fast.
Initial Brand Alignment: I created isometric illustrations and clean layouts that matched the app's early, friendly visual tone.
Foundational SEO: I built the site with an SEO framework from day one, which included reusable Framer components and templates for future content scaling.
Building the SEO & Growth Engine
With the foundational website live, I focused on transforming it into an organic growth channel.
SEO Playbook: I developed a comprehensive SEO strategy, creating location- and keyword-specific templates in Framer.
Programmatic Content: I built topic clusters around key areas like savings, gold investment, and financial planning. I also trained interns on programmatic SEO workflows to scale content creation without heavy dev dependency.
Performance Pages: I enabled the marketing team to run performance campaigns by creating targeted landing pages. This initiative helped grow Pluto’s web traffic significantly.
The Strategic Redesign (V2)
As Pluto repositioned its product, I initiated a full website redesign to match the new app's design language: neutral, modern, and efficient.
App-Aligned Visuals: I executed a full redesign, shifting the visual tone from playful to a more professional and modern aesthetic. The goal was to mirror the new app UI and establish a cohesive brand experience.
Enhanced UX & Performance: I designed a new homepage with a refined information hierarchy and added subtle interactive micro-animations (like hover-based goal cards) to enhance engagement without impacting site performance.
Component-Based Flexibility: I rebuilt the site's modular Framer components, ensuring marketing could make copy, visual, and flow updates in under a day, a critical need for a fast-moving startup.
Key UX Improvements & Features ⭐
Visual Consistency: The new design successfully aligned the website with the app's refreshed UI.
Simplified Conversion Flow: Refined calls-to-action and navigation created a smoother journey from the website to the app download or sign-up page.
Improved SEO & Readability: The new content hierarchy and clean layout made the site more scannable for both users and search engine crawlers.
Scalable Architecture: A component-based structure in Framer provided the marketing team with the flexibility to adapt the site to future needs.
Impact & Outcome ⭐
This multi-phase approach turned Pluto’s marketing site into a core business asset, delivering significant, measurable results.
🚀 A Leading Acquisition Channel: The website became Pluto's top acquisition channel, generating 1M+ impressions and 230K clicks in just 4.5 months.
Reduced CAC: By Q4 2023, the site was attracting 20K+ organic visits/month, which helped reduce paid Customer Acquisition Cost (CAC) by 25%.
Operational Efficiency: My modular design system enabled the team to make product-related updates in less than one day, a testament to the system's flexibility.
Scalable Foundation: The platform successfully supported the app’s growth to 100K+ users and enabled us to onboard thousands of users before major feature launches.
