LUMICKS University

Taking over an unfinished site

LUMICKS builds instruments used in life-science labs. When we came in, their new Webflow site existed but was not finished and not live — the hardest place to inherit a project, because the decisions are already made and half of them are undocumented.

We finished it and put it live.

Building for a scientific audience

A life-science audience reads differently. The article template was rebuilt to match how their content actually behaves:

• Markdown-based tables, so complex comparison tables can be written and maintained rather than hand-built
• An advanced table of contents — long technical articles are reference material, and readers arrive looking for one section
• Inline formulas, so notation appears in the sentence where it belongs
• Tooltips, so a term can be explained in place without breaking the read for someone who already knows it

This is the part most Webflow builds skip. It is also why the content team can publish this material without asking a developer for help.

LUMICKS University

The next phase was a gated area where customers get genuinely in-depth information about the instrument they own — the material that is too detailed for a public marketing site but is exactly what a working lab needs.

It runs on Webflow with Memberstack for access and Zapier for the workflow around it. Access is by email verification, so someone gets in without another password to manage, and LUMICKS knows who is using it. Zapier handles what happens next: sending the emails that carry the flow, and syncing members into HubSpot so the platform feeds the same system the rest of the business already works in.

That last part matters more than it sounds. A gated area that does not reach the CRM is a walled garden; one that does becomes part of how the company understands its customers.

Content is filtered, so a growing library stays navigable — a reader narrows it to their instrument and their question rather than scrolling a catalogue.

Doubling it for a second product line

LUMICKS has two sides to the business. The University launched serving Dynamic Single-Molecule (DSM) users; the expansion opened a second, separately gated area for Cell Avidity (CA) users — effectively doubling the platform.

That is the part worth paying attention to architecturally. Adding a second audience is where most gated content projects break: entitlements collide, and the answer is usually to duplicate everything. Here the second area was added as its own gated space, with its own content and its own members, on the same foundation.

The result

An engagement that started as rescuing an unfinished site and became the platform their customers log into — delivered in phases since January 2025, with each round adding reach rather than replacing what came before.