The 159% Traffic Growth Story: How FinPay Rebuilt Its Digital Foundation for Scale
Client Overview
FinPay is one of the fastest-growing healthcare technology companies in the United States. Focused on rebuilding trust in the patient-provider relationship, FinPay delivers payment solutions that simplify the financial experience while driving increased revenue for healthcare partners nationwide.
Client: FinPay
Industry: Healthcare Technology
Solution Delivered: End-to-end digital transformation — Growth-Driven Design, Content Marketing, and Technical HubSpot Consulting
HubSpot Products Used: Marketing Hub Enterprise, CMS Hub, CRM
Key Outcomes
90% Reduction in Manual Updates
HubDB automation eliminated repetitive edits and manual maintenance.
Modernized Homepage and Mobile UX
A refreshed design improved navigation and cross-device engagement.
97/100 Web Performance Score
Targeted enhancements boosted speed and overall technical performance.
Streamlined “New Member” Journey
A clearer onboarding flow improved member activation.
Future-Ready Design System
A scalable component library now supports faster page development.
The Challenge
As a scaling health tech startup, FinPay needed to attract more qualified leads and improve online conversion rates. Despite offering a transformative solution that delivered measurable financial impact for healthcare providers, the brand struggled with visibility, positioning, and conversion.
At a critical growth stage, FinPay also faced a brand identity challenge. The team recognized the need to reposition the company and unify its digital presence around a clear, compelling narrative.
Low Organic Visibility in a Crowded Market
FinPay struggled to rank for high-intent keywords, falling behind established competitors and missing critical organic traffic opportunities. Gaps in keyword strategy, metadata, and content alignment limited discoverability and prevented search performance from scaling.
Disjointed Web Infrastructure and Poor Performance
The legacy website was fragmented and outdated, with a separate WordPress blog that disrupted tracking and slowed performance. Load time issues, limited CMS flexibility, and outdated architecture made it difficult for teams to update, optimize, or iterate on content.
Unclear Brand Positioning and Messaging
FinPay’s online presence failed to communicate its differentiated value or resonate with enterprise buyers and investors. Messaging lacked clarity, consistency, and category leadership, weakening the brand’s ability to stand out in a competitive health tech landscape.
Manual, Inefficient Lead Conversion
Operational gaps prevented FinPay from capturing, nurturing, and converting inbound leads effectively. Limited automation, inconsistent CTAs, and delayed follow-ups reduced engagement and left high-intent prospects underserved.
Siloed Data and Limited Attribution Insight
Disconnected systems made it impossible to measure funnel performance or tie marketing activity to pipeline. Without unified CRM and analytics data, the team lacked attribution visibility, ROI insight, and the ability to optimize campaigns with confidence.
Key Deliverables
Buyer Personas
Developed research backed personas using interviews, CRM insights, and keyword data to guide targeting and messaging.
Website Redesign
Built a HubSpot CMS site with custom modules and clear CTAs across five core pages to strengthen conversion paths.
Blog Migration
Moved the WordPress blog into HubSpot to centralize content management, tracking, and performance reporting.
Automation
Implemented lead scoring, email drips, and trigger based nurturing sequences to support consistent pipeline activation.
CRM Integration
Enabled real time syncing from HubSpot to Salesforce to accelerate follow up and improve sales visibility.
Team Training
Delivered hands on enablement for campaign setup, reporting, and ongoing optimization to ensure confident adoption.
The Solution
Mole Street partnered with FinPay to execute a comprehensive digital transformation that combined brand repositioning, SEO-driven content strategy, and HubSpot implementation. The goal was simple but ambitious: establish FinPay as a leading voice in health tech and create a scalable digital foundation for inbound growth.
Low Organic Visibility in a Crowded Market
FinPay struggled to rank for intent-driven keywords, limiting visibility against more established competitors. Gaps in keyword strategy, metadata, and content alignment reduced search performance and organic traffic potential.
Disjointed Web Infrastructure and Poor Performance
The legacy website was outdated and fragmented, with a separate WordPress blog that disrupted tracking and slowed performance. Inconsistent load times and limited CMS flexibility made content updates and optimization difficult.
Unclear Brand Positioning and Messaging
FinPay’s digital presence didn’t reflect its differentiated value or resonate with enterprise buyers and investors. Messaging lacked clarity and consistency, weakening the company’s position within the health tech landscape.
Manual, Inefficient Lead Conversion
Operational gaps made it difficult to capture, nurture, and convert inbound leads effectively. Limited automation and inconsistent CTAs led to delayed engagement and missed opportunities.
Siloed Data and Limited Attribution Insight
Disconnected systems prevented FinPay from tracking funnel performance or attributing marketing activity to revenue. Without integrated CRM and analytics data, the team lacked visibility into ROI and optimization opportunities.
Before and After Mole Street
Search Visibility
Before
Minimal keyword strategy and low rankings
After
Optimized SEO framework and stronger keyword visibility
Impact
Significant gains in organic traffic and search performance
Website Infrastructure
Before
Slow, fragmented WordPress site and blog
After
Modern HubSpot CMS build with unified content architecture
Impact
Faster load times, easier updates, and improved user experience
Brand Positioning
Before
Unclear messaging and inconsistent brand narrative
After
Refined value proposition tailored to healthcare decision-makers
Impact
Stronger market presence and clearer differentiation in health tech
Lead Conversion
Before
Manual follow-ups and inconsistent CTAs
After
Automated nurturing flows with high-intent conversion paths
Impact
Higher engagement and more qualified opportunities reaching sales
Attribution & CRM Visibility
Before
Siloed marketing data with no clear attribution
After
Integrated HubSpot–Salesforce ecosystem with full funnel insight
Impact
Clear visibility into ROI and revenue-driving channels
