CACPE is a pioneer financial institution in microcredit in Ecuador, with a large and diverse portfolio of financial products. Despite its scale and market leadership, its website no longer reflected the strength, credibility, or commercial ambition of the organization.The site functioned mainly as an informational brochure rather than as a strategic digital channel.
CACPE’s website did not function as an effective sales and acquisition channel, failing to communicate the value of its financial products and convert visitors into qualified leads.
This resulted in:
Transform CACPE’s website into a scalable, conversion-driven digital platform that clearly communicates its product offering, generates qualified leads, and empowers the internal team to manage content autonomously.
I restructured the content to group products logically, allowing users to quickly understand available options and navigate based on their needs rather than internal categorizations.
Pages were designed with clear entry points, value propositions, and calls to action, guiding users from exploration to service request.
Financial products were presented using simple language and structured sections to reduce friction and cognitive load for non-expert users.
The site was built in Webflow, enabling fast iteration, consistent design, and a CMS that allows the CACPE team to manage and update content independently.
