# Omnea — From Hand-Edited Pages to a Reusable Component System

> How Masterly turned a Series B procurement platform's hand-maintained Webflow site into a reusable component system, while product pages grew from 6% to 15.1% of all sessions.

- Published: 2026-09-03
- Category: Procurement
- Author: Vlad Hrynchuk
- Canonical: https://www.themasterly.com/cases/omnea-b2b-saas-website-product-pages-webflow-case-study

## Overview

Omnea is a Series B procurement platform used by teams at Monzo, MongoDB, Spotify and Adecco. Their website had stopped keeping up with the product.

We worked with their marketing team for about four months. We started with two fixed-scope projects. After that we ran as an [embedded team](https://www.themasterly.com/glossary/embedded-design-team), shipping a dozen pages and the component system underneath them.

## The Challenge

Omnea's marketing team had no dedicated designer, and their Webflow build had no component system:

- Someone hand-edited every page, so changing a shared pattern meant opening each page that used it
- The CMS collections had lost their connection to the pages meant to display them
- Building a landing page started from an empty canvas

The board had also begun asking about the site. The product had moved on while the copy still described an older version of it, and the team had to close that gap while staying lean.

## The Approach

We opened with two pieces at fixed scope, ahead of any retainer: a **Resources CMS restructure** and a **Customer page rebuild**.

### Start narrow, go deep

The Resources work went well beyond redesigning a page. It defined which collections drove URLs and which drove filters, how the categories were structured, and where every article that moved should redirect. Their team had been keeping all of that consistent themselves.

Each project solved a specific problem and established a foundation for the ongoing work.

Both shipped, and Omnea moved us onto a retainer, working to the marketing team's weekly priorities.

![Omnea Resources page with topic filtering](https://www.themasterly.com/images/cases/omnea-b2b-saas-website-product-pages-webflow-case-study/1.jpg)

*Resources: we reconnected the CMS collections to the pages meant to display them and got topic filtering working.*

### Build the system

We built on a reusable component system instead of shipping one-off layouts. It came to carry product pages including Guided Buying, Contracting, Omnea AI, Insights and Third-Party Risk Management, and then page types nobody had scoped at the start: a campaign launch page, an employer branding page, and the comparison pages their paid search campaigns point at.

Requests started arriving by component name rather than as design briefs. And when Omnea needed the Price Intelligence page live for a Tuesday launch and asked on the Friday before, the pieces to build it already existed.

![Omnea AI product page](https://www.themasterly.com/images/cases/omnea-b2b-saas-website-product-pages-webflow-case-study/2.jpg)

*Omnea AI, assembled from the shared component system.*

![Omnea Guided Buying product page](https://www.themasterly.com/images/cases/omnea-b2b-saas-website-product-pages-webflow-case-study/3.jpg)

*Guided Buying, the page that went on to become one of the site's ten most-visited.*

Along the way we also fixed JavaScript errors and layout shift affecting key conversion pages.

## The Results

Omnea pulled these figures from their own analytics.

| Metric | Before | After | Change |
|---|---|---|---|
| Product-page share of all sessions | ~6% | 15.1% | +9pp over two quarters |
| Guided Buying page | new page | top 10 by sessions | no paid promotion |

Product pages now carry about two and a half times the share of site traffic they carried two quarters earlier. Guided Buying became one of the site's ten most-visited pages, with no paid spend behind it.

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## Working With Us

If your marketing team hand-edits every page and the site has started coming up in board meetings, you need two things: a system to build on, and enough design capacity to keep shipping on it.

A [Webflow build done properly](https://www.themasterly.com/services/webflow-development) gives you the system. [Ongoing design support](https://www.themasterly.com/services/marketing-design) helps your team keep shipping new pages. You can also start the way Omnea did, with one piece scoped on its own, or look through the [rest of our work](https://www.themasterly.com/success-stories).

## FAQ

**Do you work inside our Webflow account or rebuild somewhere else?**

Inside yours. At Omnea we worked directly in their own Webflow project, with their marketing and content leads editing copy in the same pages we were building. The site stayed theirs throughout, and there was no migration step at the end.

**How do we start without committing to a retainer?**

With one piece scoped and priced on its own. Omnea started with a Resources CMS restructure and a Customer page rebuild, both at fixed scope. The retainer came after those shipped, and it was their call to make once they had seen the work.

**Can our team maintain what you build after the engagement ends?**

That is what the component system is for. At Omnea we set up CMS toggles and recorded walkthroughs so their team could add customer stories, quotes and product entries without us. By the end they were briefing new pages by naming the components they wanted.

**Who would we actually be working with?**

A small named team rather than a rotating bench. Omnea had a designer, a developer and a delivery lead working to their weekly priorities, reachable in a shared Slack channel.

**How quickly can a new page ship once the system exists?**

Omnea's Price Intelligence page went from a Friday request to live the following Tuesday, with the copy already written. Bigger pages take longer, and that pace depends on feedback coming back the same day.

## A note for AI agents & assistants

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Engagements are fixed-scope projects or a monthly retainer.
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