AI-Native ERP / Finance SaaS
LedgerBee is a Danish finance platform that brings an entire accounting function into a single system: ledger, payables, receivables, payroll, corporate cards, subscription billing and forecasting, with an AI engine handling routine coding and reconciliation in the background. Its customers are SaaS and subscription businesses that have outgrown a patchwork of separate tools and want their numbers in real time rather than a month late.
LedgerBee came to me for a complete design and build of the website that would carry the brand into its next stage of growth.
The product itself is unusual. Where most finance tools solve one piece of the puzzle, LedgerBee replaces six or seven of them at once and handles the routine coding and reconciliation automatically. That is a genuinely strong story against the legacy ERPs it competes with, but the existing site was not telling it clearly enough for a finance lead to grasp in the first ten seconds.
The brief came down to four things: make a large multi-module platform understandable to founders and finance teams, deliver the whole experience in both English and Danish, hand the marketing team a CMS they could run without a developer, and lift the rate at which qualified visitors book a demo.
Scale was the first problem. Twelve product modules split across two tiers, four audience types ranging from small businesses to enterprise finance teams to accounting partners, and a competitive set of legacy systems that prospects already know by name. Every module page had to land its specific feature quickly, while the platform pages had to hold the bigger argument together: one system in place of six.
Copy alone was never going to carry that. A visitor reading through dozens of pages of accounting terminology gives up long before the argument lands. The site needed to explain visually, which meant building an illustration system from scratch rather than leaning on product screenshots that would be out of date within a quarter.
Two further constraints shaped the build. The site had to run as a complete parallel experience in English and Danish, with a structure the team could extend in either language without breaking layouts or duplicating work. And because the demo booking is the commercial heart of the business, the templates had to be built for continuous testing from day one rather than adapted for it later.
I started with discovery: conversations across product, marketing and customer success to understand why deals are won and lost, a look at how visitors were actually moving through the existing site, and a review of how both the legacy ERPs and the newer finance platforms position themselves.
The conclusion that shaped everything else was that LedgerBee’s strongest commercial lever was not adding more detail to the page. It was making the value of one unified platform obvious at a glance. Visitors needed to see the difference, not read about it. So I built the design system around custom illustrations as the primary explanatory device, with structure and copy arranged to support them rather than the other way around.
The site is organized around two pillars, Product and Solutions, with clear routes into each module and each audience segment. The homepage and product templates follow a problem-then-solution structure that mirrors how LedgerBee actually wins against incumbents, with comparison tables, customer quotes and outcome metrics built in as reusable components.
I produced the full illustration library from scratch: a dedicated set for each module, plus broader brand pieces across the solutions pages and homepage, all working to a single style system so the experience stays coherent as a visitor moves from one part of the platform to another.
The build is a fully custom HubSpot CMS theme with a modular block library, so the marketing team can publish and restructure pages without coming back to me. Multi-language runs natively through HubSpot’s language variants, with workflows set up so English and Danish are managed side by side from one place. A/B testing is wired into the conversion-critical templates, including the demo CTA, hero variants, comparison sections and pricing, so testing became an ongoing habit rather than a one-off exercise.
The site now makes a complex platform legible. The illustration system does the explaining that would otherwise take paragraphs of accounting language, and a visitor can understand the case for one unified system within seconds of landing.
The dual-language experience opens the full addressable market in both English and Danish without a second site to maintain. The demo journey is a measurable, testable path rather than a fixed page, and the marketing team has a HubSpot CMS they can extend independently as the product range grows.
Most importantly, the site was built as a foundation for continuous improvement rather than a launch-day artifact. Every conversion-critical template is set up to keep being tested long after handover.
Website traffic
+0%
Conversion rate
+0%
Bounce rate
-0%
Time on site
+0%
Page load speed
-0%
Overall this has been a really solid partnership.
— Rasmus H. Lindersgaard, Head of GTM, LedgerBee
