Freshworks is an enterprise SaaS company with dozens of products and millions of users. But behind its public-facing brand was a disjointed system that was slowing the marketing team down.
Over the years, three separate web properties had been built in isolation. Each was managed on its own instance of an outdated CMS with no shared architecture, no design system, and no governance model. Anyone across the company could publish content, which led to:
- More than 20,000 pages, most untouched or irrelevant
- Duplicate content, inconsistent branding, and slow page loads
- No visibility into performance or ownership
- Missed opportunities across SEO and conversion paths
The problem extended to paid campaigns. Despite investing millions in traffic, Freshworks sent users to slow, off-brand landing pages that failed to convert. Without modular layouts or a scalable CMS, marketing momentum stalled, and every day, the risk of wasted spend and missed opportunities increased.
Freshworks needed a strategy to align marketing and product, support localization, and allow their marketing to scale globally.
Overhauling for an enterprise-grade tech stack
Freshworks turned to us to rebuild its design and development infrastructure from the ground up.
Our team began with a unified design system that played a central role in aligning Freshworks’ fragmented web properties. Built to serve multiple sites and teams, the system provided a single source of truth for components, layouts, and styling.
On the backend, we introduced a modern tech stack powered by Contentful and Next.js, supported by extensive documentation in Storybook. For a large, multi-team organization like Freshworks, Storybook provided a living library of UI components that developers could reference, test, and reuse with confidence.
Now, Freshworks’ teams could work in parallel, reducing duplication and ensuring that every component adhered to brand and accessibility standards. This not only streamlined development but also cut time-to-launch for new campaigns from weeks to days.
As part of the platform consolidation, multiple web properties were brought under the primary freshworks.com domain. This was a major step toward unifying the product experience, aligning design, navigation, and page structure across marketing sites. The result was a more consistent journey from campaign to sign-up, reduced duplication in page management, and a foundation for scalable localization and shared conversion flows across Freshworks’ global product suite.
Redesigning key web experiences
From there, we started reconstructing the high-priority pages, including the homepage, the pricing page, sign-up flows, and campaign landing pages. These pages accounted for the majority of site traffic and were core to customer acquisition.
Webstacks introduced a refreshed visual style that modernized the Freshworks web experience. The updated design embraced the brand’s vibrant personality with bold gradients, expressive illustrations, and more dynamic layouts, all while maintaining the simplicity and clarity expected from an enterprise platform. Subtle visual details brought energy and warmth to a previously minimal and utilitarian experience, now striking the right balance between professionalism and approachability.
Making Freshworks fundamentally composable
This project marked the beginning of a multi-year modernization effort to unify Freshworks’ digital presence and bring order to its global web operations.
Legacy systems were phased out in favor of a centralized, component-based platform. Teams across regions and product lines now operate from a shared system with clear governance, scalable workflows, and consistent brand execution.
With a unified platform and scalable design system in place, Freshworks cut page management complexity, improved site speed, and empowered regional teams to launch localized content faster than ever before.
And with a sound foundation in place, Freshworks is better equipped to continue moving quickly, launch campaigns with confidence, and adapt its digital experience to meet the needs of its global audience.
