Sequential: trust management software, made easy to trust.

Sequential already had brand guidelines and a typeface, so we didn’t start again. We lifted them for the web: a deep plum and a brighter magenta for emphasis, a warm off-white in place of stark white, and generous space around every headline.

Product screens sit in soft gradient frames, which bring colour into the page without dressing up the software itself. The result still reads as finance, just friendlier.

Treasurers want to know who else uses a platform before they look closely, so proof comes first. The logos of the lenders that use Sequential sit directly under the hero, and each benefit on the home page is paired with a named quote from a customer, from The Co-operative Bank to Plenti.

The three benefits follow the questions a treasury team asks: will it free us from spreadsheets, will it reduce errors and key person risk, and will it scale without more headcount?

Static screenshots of a trust platform are dense and hard to read. So each benefit and feature is shown as a short looping video of the real product: adding portfolio parameters, setting up triggers, producing month-end reports.

We re-recorded the flows for the site on soft gradient backgrounds, so they match the design and stay legible at any size, and served them through a video platform so they load quickly without weighing the pages down.

Banks don’t buy software without a security review, so Security has its own page, covering infrastructure, product security and data privacy, with a link to Sequential’s trust centre for the detail.

Pricing is explained plainly too, as a project fee and a platform fee, each with what it includes, followed by the questions buyers ask most. Neither page is written to close a sale on its own; both are there so a treasury team can say yes to a demo.

The site has one main call to action: book a demo. The demo page sets out what a team will see, and its form is styled to match the site but connected to HubSpot, where each request is routed to the people who will run it.

Better tracking was one of Sequential’s goals from the start, so the site kept the old site’s analytics property, carrying its history across the launch rather than starting from zero.

Before launch, the project moved into Sequential’s own Webflow workspace, with us as a guest. Figures and product features are built as editable components, so the team can update them without touching the layout, and a training session the day after launch covered the edits they’d make most.