PROJECT AT A GLANCE
A new, approximately 20–30 page bilingual platform including Spanish pages combining a richly filterable specialist directory with compliant, multi-step lead capture and CRM-connected lead handling.
Project at a glance
Client
Fundvett
Industry
Financial Services
Platform
WordPress
Delivery
2–3 months
Executive summary
Fundvett needed more than a financial-services website. The business model required a genuine two-sided marketplace: business owners needed a fast way to discover appropriate funding specialists, while independent specialists needed a structured channel for receiving qualified opportunities matched to their expertise.
Inboundsys developed the new platform on WordPress with Elementor, Directorist, WPML and Fluent Forms. The solution brings directory discovery, multi-field filtering, bilingual user journeys, specialist applications, consent-led lead capture, HubSpot integration, Stripe and Brevo SMTP into one coordinated experience.
| Category | Delivered |
|---|---|
| Strategy | Website audit, SEO audit and restructured information architecture |
| Design | Responsive design, design system and animation planning |
| Development | Custom WordPress theme, Gutenberg/custom blocks and responsive templates |
| Content ecosystem | Homepage, About, products, services, landing pages, blog, resources, downloads, case studies, careers and contact |
| Conversion | Calls to action, lead-capture/contact forms and guided user journeys |
| Performance & SEO | Meta titles/descriptions, mobile optimization, Core Web Vitals optimization and SEO testing |
| Quality | Design, functional, responsive, browser, form, SEO, security and post-launch testing |
| Status | Live with ongoing support |
The client
Fundvett is a bilingual English/Spanish directory and lead-matching platform for small business funding. It connects owners with vetted, independent specialists across SBA loans, business credit, merchant cash advances (MCA), equipment finance, revenue-based financing and startup funding. Fundvett is not a lender; it acts as the trust layer between businesses seeking capital and specialists equipped to help them.
THE CENTRAL IDEA
Make complex funding discovery feel simple: let owners find and qualify the right expertise in minutes, while giving specialists a free, structured source of relevant, pre-qualified leads.
The Challenge: Two Sides, One Simple Experience
Because this was a new website build, there was no legacy site to refresh. The task was to create the marketplace model, user journeys and technical foundation together. The experience had to remain approachable for non-technical small business owners even though the matching logic depended on several criteria.
Core requirements
A searchable specialist directory with filters for funding type, state, credit-score range, revenue, language and experience.
A qualifying, multi-step lead-capture journey that owners could complete in under three minutes.
A mirrored specialist application flow that collected the information required to create and assess listings.
Full English and Spanish equivalence across content, directory records, category pages and both form journeys.
TCPA-conscious consent capture embedded in the submission step because matched specialists may contact leads through automated calls or text messages.
A scalable content and integration architecture supporting CRM, analytics, payments, email delivery and future growth.
Why the build was complex
| Dimension | Risk | Design response |
|---|---|---|
| Marketplace coordination | Supply-side listings and demand-side leads could become disconnected | Directory, filters and form logic designed as one operating system |
| Multilingual parity | Spanish could become incomplete or inconsistent | WPML applied across the entire content model and forms |
| Compliance | Consent could be unclear or added too late | Consent language incorporated directly at submission |
| Third-party dependencies | Plugin and API limitations could disrupt workflows | Integration testing, refinement and custom lead forwarding |
Discovery and Delivery Strategy
Inboundsys began with an SEO audit and technical planning. This established the content structure, platform roles, integration needs and multilingual approach before development. The client supplied the visual design, while Inboundsys translated it into a responsive, editable marketplace implementation.
Figure 1. Delivery model used to move from technical planning through launch and support.
Planning priorities
Model specialist data so listings can be searched and filtered consistently.
Map equivalent English and Spanish fields before content entry and form construction.
Define the owner and specialist journeys as short, progressive steps instead of long, intimidating forms.
Plan CRM, analytics, payment, SMTP and custom API touchpoints early enough to test them as part of the product, not as post-launch add-ons.
Primary deliverables
| Content & pages | Functional build |
|---|---|
| Homepage, service pages and contact pages | Responsive Elementor page system |
| Blog and case-study capability | CMS editing and reusable content patterns |
| Approximately 20–30 pages, including Spanish | WPML-enabled multilingual structure |
| Dynamic directory and category pages | Directorist listings, search and filtering |
| Business-owner and specialist forms | Fluent Forms multi-step journeys |
| Calls to action and site search | Lead-generation pathways throughout |
Solution: A WordPress Marketplace, not a Brochure Site
WordPress provided the flexible CMS foundation, while Elementor served as the page-building layer. Directorist supplied the directory framework, and custom configuration connected the directory’s data model to the two participant journeys.
1. Rich specialist discovery
Business owners can search a vetted directory and narrow the results using the factors that materially affect funding fit. Instead of forcing visitors to understand every financing product first, Fundvett helps them begin with the criteria they already know about their business.
| Filter | Why it matters |
|---|---|
| Funding type | Directs owners toward relevant finance expertise |
| State | Supports geographic eligibility and specialist coverage |
| Credit-score range | Helps qualify realistic funding paths |
| Revenue | Aligns opportunities with provider thresholds |
| Language | Makes communication preferences visible |
| Experience | Helps users evaluate specialist fit |
2. Parallel multi-step forms
Owner flow: captures qualifying business information, consent and the data needed for matching.
Specialist flow: collects services, coverage, experience and listing information in a mirrored structure.
Custom lead forwarding: routes opportunities beyond simple form storage so specialists can act on matched demand.
3. Responsive and editable by design
The build supports mobile usability, clear calls to action, CMS editing, blog publishing, dynamic pages and site search. Responsive behaviour was tested so filtering, form progression and content remain usable across device sizes.
Bilingual Experience Built into the Product
The largest implementation challenge was preserving genuine English/Spanish parity across a data-heavy directory. A partial page translation would not be enough: filters, directory listings, category structures, labels, validation, consent text and form fields all needed equivalent behavior.
INBOUNDSYS APPROACH
WPML was implemented across the full content model, directory listings, category pages, website content and both multi-step forms, so Spanish mirrors English field-for-field rather than functioning as an incomplete secondary layer.
What bilingual parity covered
| Experience layer | English / Spanish requirement |
|---|---|
| Navigation and page content | Equivalent routes, meaning and calls to action |
| Directory listings | Consistent specialist information and searchable fields |
| Filters and categories | Matching taxonomy and user-facing labels |
| Owner request form | Equivalent steps, validation and consent |
| Specialist application | Equivalent listing and qualification fields |
| Ongoing CMS use | A maintainable structure for future bilingual content |
Business value of the multilingual foundation
Opened the platform to Hispanic-owned businesses in the United States from launch.
Reduced the friction created by English-only funding marketplaces.
Established a repeatable bilingual content architecture instead of a one-time translation exercise.
Allowed both sides of the marketplace owners and specialists to participate through consistent journeys.
This capability supports Fundvett’s role as a trust layer: language accessibility is treated as part of matching quality, not merely as a content preference.
Compliance, Integrations and Technical Foundation
Consent embedded in the conversion flow
Fundvett’s lead-generation model may involve specialists contacting matched leads through automated calls or text messages. For that reason, TCPA-related consent capture was incorporated directly into the final submission experience. This made consent visible at the point of action and aligned it with the data being submitted rather than attaching it later as a cosmetic notice.
Connected technology stack
| Layer | Technology / role |
|---|---|
| CMS and page building | WordPress, Elementor and PHP |
| Directory marketplace | Directorist |
| Multilingual delivery | WPML |
| Forms and qualification | Fluent Forms |
| CRM and lead operations | HubSpot CRM and custom lead forwarding/APIs |
| Analytics | Google Analytics |
| Payments | Stripe |
| Transactional email | Brevo SMTP |
| Consent tooling | Cookie consent / TCF tooling |
SEO, performance and security work
Technical SEO foundation, including meta titles and descriptions.
URL optimization and mobile optimization across the bilingual build.
SSL and security-header implementation.
Responsive engineering and faster page delivery as part of launch readiness.
Exact before-and-after performance scores, organic-traffic percentages and lead/conversion figures were not supplied. Accordingly, the project outcomes are reported qualitatively and should not be interpreted as quantified uplift claims.
Testing, Refinement and Launch
Third-party integration limitations and multilingual content increased the number of dependencies that needed validation. Inboundsys used repeated testing and refinement to confirm that the marketplace worked as a connected service rather than as isolated pages and plugins.
| Test area | What was verified |
|---|---|
| Responsive testing | Layouts, filters, forms and calls to action across screen sizes |
| Browser testing | Consistent behaviour in supported browsers |
| Form testing | Steps, required fields, validation, consent and submissions |
| Integration testing | HubSpot, analytics, custom APIs, Stripe and email workflows |
| Multilingual testing | English/Spanish fields, labels, content and journeys |
| Post-launch testing | Live workflows and refinements after deployment |
Delivery activities
Development of pages, directory templates, forms and integrations.
Internal functional, responsive, browser and integration testing.
Client review and issue resolution across multiple refinement rounds.
User training for ongoing content and platform management.
Post-launch support to stabilize and refine the live experience.
QUALITY PRINCIPLE
A marketplace succeeds only when discovery, qualification, consent, routing and follow-up work together. The test plan therefore followed the full user journey, not just the appearance of individual pages.
Results and Long-Term Business Value
The completed website gave Fundvett a functioning two-sided marketplace from day one. Business owners can discover specialists in seconds, apply meaningful filters and submit a qualifying request in under three minutes. Specialists gain a free, structured channel for receiving pre-qualified leads aligned with their service criteria.
| Result area | Delivered outcome |
|---|---|
| Lead generation | Qualifying forms and clear CTAs created a repeatable demand-capture pathway |
| Conversion experience | Short, progressive flows reduced the complexity of funding requests |
| Mobile usability | Responsive pages, forms and directory interactions improved access |
| SEO visibility | Technical SEO, metadata, URLs and mobile foundations supported discoverability |
| Marketplace operations | Directory supply and lead demand now operate within one platform |
| Audience expansion | Bilingual parity enabled immediate service to English- and Spanish-speaking users |
| Scalability | CMS-managed content, dynamic pages and integrations support continued growth |
Why the project is a strong case study
It combines a directory, marketplace, qualification system and lead-generation website in one build.
The supply side and demand side were designed to work in lockstep rather than as separate features.
English/Spanish parity extends through the platform’s functional core, not only its marketing copy.
Regulatory awareness influenced the actual form architecture through consent capture at submission.
Client Appreciation
CLIENT FEEDBACK
“Inboundsys delivered a bilingual WordPress directory platform built on Directorist with WPML, Elementor, Fluent Forms, HubSpot integration, Stripe, and Brevo SMTP. The project involved significant complexity including a full English and Spanish build, custom lead forwarding, and multiple rounds of testing and refinement. Communication was consistent and he addressed issues as they were identified. Good team for complex WordPress projects.”
Conclusion
Inboundsys transformed Fundvett’s concept into a working bilingual marketplace that makes specialist discovery, owner qualification and lead routing part of one coherent journey. The project’s long-term value lies in the foundation: a searchable supply network, a structured source of qualified demand, a maintainable multilingual content system and integrations that connect front-end conversion to business operations.
By treating bilingual delivery, consent, responsiveness, SEO and integration quality as core product requirements, the build created a scalable platform capable of serving more business owners and specialists without losing the simplicity that makes the experience useful.
