VersaPay website audit

A findings and roadmap deck for a PE-backed fintech marketing team.

Client

VersaPay

Year

2026

Services

Website audit
UX analysis
Content architecture
Conversion analysis
Governance framework
Roadmap

Visit Live Site

The Challenge

VersaPay's marketing team was new, inheriting a Craft CMS site with no web request governance, inconsistent platform statistics across pages, broken conversion paths, and a positioning line that did not match the company's own 2026 ICP briefing. Six of eight named buyer personas had no dedicated content. Three of the six target verticals had no landing page. Mobile Core Web Vitals failed on every page tested.

The Solution

We audited findings across five pillars: technical performance, content and information architecture, UX and conversion, AI readiness, and governance. Data sources included GA4, Google Search Console, a Lighthouse mobile re-audit across eight page templates, a Playwright walkthrough of six user journeys, a 100-page crawl, and the client’s own 2026 ICP briefing. We delivered a Craft role model and a Web Request Intake Guide as in-engagement artifacts, not post-engagement recommendations.

The Impact

The audit found that only 34% of recorded GA4 conversions were actual demo requests, with the rest misfiring on content downloads and newsletter signups. A documented CSS fix dropped cumulative layout shift from failing on six of eight pages to passing on all eight. The roadmap put governance in weeks one and two so the team could absorb the remaining recommendations without stalling.