I designed and built the FSi CX marketing site for Fresh Squeezed Ideas, a healthcare customer experience consultancy partnering with the world's leading pharma companies to reimagine how HCPs, patients, and payers experience care. Working in Figma, I created a clean, content-focused design system built around clear hierarchy, scannable layouts, and consistent UI components, ready for a content-heavy Webflow build.
As the Webflow designer and developer on the project, I implemented custom animations, bespoke script integrations, and a full content migration from their previous platform, with a Webflow CMS structured around case studies, CX offerings, and thought leadership.
Conversion rate optimisation shaped the contact and case study journeys with cleaner paths and sharper CTAs. Technical SEO was implemented end to end: semantic markup, fast Core Web Vitals, structured data, an optimised sitemap, and proper canonical URLs. The result is a polished Webflow website that gives FSi CX (Fresh Squeezed Ideas) a digital presence fit for partners like Moderna, Gilead, and Novo Nordisk.
Fresh Squeezed Ideas is a healthcare customer experience consultancy that partners with the world's leading pharma companies, including Moderna, Gilead, and Novo Nordisk, to reimagine how HCPs, patients, and payers experience care. Their work is sophisticated, high-stakes, and genuinely transformative for the organisations they work with. But their previous website wasn't communicating that calibre of work to the pharma executives and brand directors who make multi-million-pound consultancy buying decisions.
The existing site was on a platform that limited their ability to showcase case studies with the depth they deserved, structure thought leadership in a way that demonstrated genuine expertise, and optimise for the conversion paths that matter in high-ticket consultancy sales. The content was strong and the client list was impressive, but the presentation and the platform were holding everything back. The site was underselling the consultancy.
In pharma consulting, the website functions as a credential check. Prospects visit it before they take a meeting, often as the final step in deciding whether to engage. If the site doesn't project authority, clarity, and meticulous attention to detail, it undermines the very expertise the consultancy is selling. The migration and rebuild had to be flawless because a single broken page or slow load would register as a quality failure with an audience trained to notice imperfection.
I created the complete design system in Figma first: clean hierarchy, scannable layouts, consistent UI components, all built around the reality that this would be a content-heavy site serving a sophisticated audience. The design prioritised readability, authority, and information density over visual theatrics, which is exactly right for a consultancy audience that wants substance, not decoration.
As the Webflow designer and developer on the project, I implemented custom animations, bespoke script integrations, and a full content migration from their previous platform. The Webflow CMS was structured around case studies, CX offerings, and thought leadership, giving the FSi CX team editorial independence. I built the 301 redirect map carefully, mapping every existing URL to its new equivalent to preserve every piece of search equity through the transition.
Technical SEO was implemented end to end: semantic HTML markup, fast Core Web Vitals, structured data for rich results, an optimised sitemap, and proper canonical URLs. Conversion rate optimisation shaped the contact and case study journeys with cleaner paths, sharper CTAs, and reduced friction at every decision point. The site was engineered to convert, not just to look good.
FSi CX launched with a digital presence that finally matches the calibre of their client list and the sophistication of their work. The site projects authority, clarity, and meticulous attention to detail, which is exactly what pharma executives expect from a consultancy they're considering for high-stakes customer experience engagements.
The Webflow CMS gives the FSi CX team complete editorial independence. They can publish new case studies, thought leadership, and service content without developer support, keeping their credentials current and their content strategy moving at the pace their market demands.
Technical SEO performance and conversion optimisation mean the site doesn't just look authoritative; it performs. Prospects arrive, explore case studies and thought leadership, and follow clear, frictionless paths to making contact, arriving better informed and more qualified than they did with the previous site. The website is now an asset to the sales process, not a limitation on it.
