[01]
No brand identity
No brand guide existed at project start. Colors, tone, imagery, and voice were undefined. The old site was a quick placeholder with no coherent narrative.
Building a deep-tech website when the science is invisible
How Quixta translated advanced luminescent material science into a credible, animated B2B platform for Nanolumi - Singapore's advanced materials company with subsidiaries in product authentication and bioimaging.
4,219
Active users in first 6 months (Dec 2025 – Jun 2026 · GA4)
19%
Bounce rate — Careers page. Well below homepage 43% avg
100+
Cities reached globally SG, DE, IN, US, MY, UK and beyond
12
Pages — all CMS-dynamic Next.js + Payload CMS
At a Glance.
Client
Nanolumi Pte. Ltd.
Industry
Advanced materials - product authentication (Reyal) & bioimaging (Luminicell)
Market
Global B2B - Singapore HQ, operations in Central Asia, clients across EU, US, Southeast Asia, Middle East
Scope
12-page fresh build - all pages CMS-dynamic
Tech Stack
Next.js + Payload CMS + EasyPanel + Hetzner + Google Analytics
Timeline
Jan 10, 2025 → Live Dec 2025 (approx. 10-month engagement)
Services
UX Research · Wireframes · 6 Homepage Directions · Full Mockups · Next.js Dev · Payload CMS · On-page SEO · QA · Deployment · Training
Contract value
SGD 10,600 (initial build SGD 7,600 + CMS expansion SGD 3,000)
Website Before we touched it.
Goals and Approach.
Establish brand credibility
Position Nanolumi as an advanced materials pioneer - distinct from its subsidiaries, credible to investors, and visible to industry.
Make the science accessible
Communicate proprietary luminescent materials science in an exciting, visually-led way for non-scientists - investors, partners, government.
Drive partnerships and investment
Generate contact form submissions, investor hub engagement, and partnership inquiries through clear CTAs and structured audience pathways.
Showcase the two verticals
Present Reyal (product authentication, fuel marking) and Luminicell (bioimaging) as distinct identities, unified under Nanolumi's materials-first platform.
Attract scientific talent
Build employer branding through a careers section with diversity map, culture content, and dynamic job listings the team could manage independently.
Content independence
Full CMS control over all 12 pages - news, careers, blog, team, partners - without developer involvement for day-to-day edits.
Establish brand credibility
Position Nanolumi as an advanced materials pioneer - distinct from its subsidiaries, credible to investors, and visible to industry.
Make the science accessible
Communicate proprietary luminescent materials science in an exciting, visually-led way for non-scientists - investors, partners, government.
Drive partnerships and investment
Generate contact form submissions, investor hub engagement, and partnership inquiries through clear CTAs and structured audience pathways.
Showcase the two verticals
Present Reyal (product authentication, fuel marking) and Luminicell (bioimaging) as distinct identities, unified under Nanolumi's materials-first platform.
Attract scientific talent
Build employer branding through a careers section with diversity map, culture content, and dynamic job listings the team could manage independently.
Content independence
Full CMS control over all 12 pages - news, careers, blog, team, partners - without developer involvement for day-to-day edits.
Establish brand credibility
Position Nanolumi as an advanced materials pioneer - distinct from its subsidiaries, credible to investors, and visible to industry.
Make the science accessible
Communicate proprietary luminescent materials science in an exciting, visually-led way for non-scientists - investors, partners, government.
Drive partnerships and investment
Generate contact form submissions, investor hub engagement, and partnership inquiries through clear CTAs and structured audience pathways.
Showcase the two verticals
Present Reyal (product authentication, fuel marking) and Luminicell (bioimaging) as distinct identities, unified under Nanolumi's materials-first platform.
Attract scientific talent
Build employer branding through a careers section with diversity map, culture content, and dynamic job listings the team could manage independently.
Content independence
Full CMS control over all 12 pages - news, careers, blog, team, partners - without developer involvement for day-to-day edits.
Detailed Design Process Over Guesswork.
Onboarding Call
Onboarding Call
December 10, 2024. Anand with Joe Pong (Product Development) and Vedant Swarup (Business Development). The call established scope — Nanolumi website first, Reyal to follow — and surfaced the central tension: the science was highly technical, the team was still figuring out how to position the parent brand vs the subsidiaries, and there was no brand guide yet. Next.js was agreed on over WordPress: the client wanted animations, scalability, and something that looked as advanced as their materials. Team assigned: Anand (PM/BD), Chandana (design), Advith + Ravi (dev), Gyanendra (QA/SEO).
- Planning & Scoping
- Participant Recruitment
- Data Collection
- Planning & Scoping
- Participant Recruitment
- Data Collection
Design System.
Detailed Development Process Over Guesswork.
Development — Next.js
Development — Next.js
Development began May 2025 once homepage design was stable. Ravi led front-end in Next.js; Advith architected the Payload CMS backend with block-based page editing, form management, blog/news post creation, career listing management, and SEO meta fields per page. The development staging environment (nanolumi-website.luh0ni.easypanel.host) was shared with the client throughout for iterative review. Homepage development completed first and confirmed fully live. Following design approval on August 21, Quixta committed to a one-month development timeline for remaining pages — all 11 remaining pages frontended by September 26, 2025. On-page SEO implemented across all pages including meta titles, descriptions, and structured canonical links.
- Planning & Scoping
- Participant Recruitment
- Data Collection
- Analysis & Synthesis
- Planning & Scoping
- Participant Recruitment
- Data Collection
- Analysis & Synthesis
Building It Right.
Tech Stack
Wordpress
PHP
HTML5
Javascript
Cloudways
WP Rocket
WebP Images
Heartlink Booking Widget
Notable Technical Challenges and Solutions
SEO continuity on launch
Every existing URL mapped and 301-redirected before go-live. Domain authority preserved — rankings improved within weeks of launch rather than the months a reset would have required.
Healthcare schema markup
LocalBusiness, MedicalBusiness, and Review schema implemented across all pages. Direct result: 933 additional clicks from Google Review Snippets — a rich result format competitors without structured data can't access.
Mobile performance at 90+
All images in WebP, lazy loading enabled, WP Rocket caching, and Cloudways server-level caching stacked. GTMetrix and PageSpeed audits run before launch. 90+ scores achieved across all tested pages.
Booking widget integration
The Hearlink booking widget integrated with matching visual styling — no off-brand redirect, no friction break between the site and the booking flow.
Integrations Configured
Google Analytics 4
Traffic, user behaviour, and conversion event tracking
Google Search Console
Search performance monitoring, index coverage, Core Web Vitals
Microsoft Clarity
Session recordings and heatmaps for ongoing UX analysis
Hearlink Booking Widget
Embedded appointment booking system, styled to match the site
GDPR Cookie Consent
ICO-compliant cookie banner and consent management
Live Chat
Patient enquiry chat widget for pre-booking questions
Why We Built this in Next.js
[01]
Budget & Timeline fit
A 40-page custom build at $4,600 in 8 weeks. WordPress's battle-tested ecosystem let us move fast without sacrificing quality. A comparable Next.js build would have added 4–6 weeks and significant cost — not the right trade-off for every client.
[02]
CMS the client can actually use
Ibrahim and Ajmal update clinic hours, staff bios, and blog posts without touching code or raising a ticket. WordPress's admin panel works from day one — no training, no dependency on Quixta for routine content changes.
[03]
Healthcare plugin ecosystem
Schema markup, GDPR cookie consent, live chat, Google Maps, and Hearlink booking widget — all covered by mature, maintained WordPress solutions. Building this in a headless stack would have been cost-prohibitive.
[04]
Full HTML control for SEO
No page builder. No theme. Custom PHP templates for every page type — complete control over heading structure, schema injection, canonical tags, and Core Web Vitals. The 42% position improvement was built into the markup from day one.
[05]
Scalable hosting on Cloudways
Deployed on Cloudways (DigitalOcean), not shared hosting. Server-side caching, WP Rocket, WebP images. Fast, scalable, and the client controls their own hosting account — no lock-in to any proprietary infrastructure.
[06]
Full ownership on delivery
On go-live: full source code, admin credentials, all design files, CMS walkthrough. No retainer required to keep the site running. No per-seat licensing. No platform fee that scales with traffic. The site belongs to them — not to any vendor.
What Changed After launch
4,219
Active users
Dec 2025 – Jun 2026 · GA4
99.7%
New users — 4,205 of 4,219 Site is a discovery vehicle, not a repeat-visit tool
37.9s
Average engagement time per user Above typical B2B benchmark of ~30s
28,308
Total events recorded
Across all pages and interactions
19%
Bounce rate — Careers page vs 43% homepage — engaged, targeted traffic
100+
Cities reached globally SG, DE, IN, US, MY, UK, NL, FR, AU and beyond
The Search Performance Transformation
Google Analytics data, December 17, 2025 through June 26, 2026. No GSC data available for this period.
Top pages by views - Dec 2025 to Jun 2026
PageViewsBounce
Careers2,27319.1%
Homepage1,98943.3%
About Us51221.4%
Technology50319.0%
Team47719.4%
Reyal37519.3%
Luminicell26819.7%
Contact Us26519.0%
Traffic sources - first 6 months
SourceActive users
Direct3,204
Google organic697
Bing organic64
sg.indeed.com55
iqt.org referral32
SGInnovate referral21
luminicell.com19
The high direct-traffic share is expected for a B2B deep-tech company - most visitors arrive because they already know Nanolumi (via LinkedIn, conferences, partner intros). The IQT.org and SGInnovate referrals reflect the strategic partner positioning working as intended.
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Average Google Search position Feb 2025 – Jun 2026. Position improves from ~35 (pre-launch baseline) to ~18 at launch (Sep 2025), settling at ~20 across Jan–Jun 2026.
Key Rankings.
KeywordPositionCTRClicks
direct ear care bamber bridge1.032.7%163
ear wax removal bamber bridge2.133.4%252
ear wax removal penwortham4.510.2%68
ear wax removal in preston5.05.2%98
ear wax removal barnsley5.16.5%147
ear wax removal doncaster6.26.8%143
ear wax removal preston8.53.7%221
ear wax removal manchester12.31.4%188
ear wax removal near me23.13.3%331
The Live Website - Today.
What makes a deep-tech B2B website different
The audience can't touch the product
Luminescent materials, counterfeit markers, and fluorescent probes don't photograph cleanly. The website has to do the work of making invisible science feel tangible - through animation, metaphor, and visual abstraction rather than product photography.
Multiple audiences with completely different needs
An investor needs ROI signals and team credibility. A government procurement officer needs compliance and case studies. A research scientist needs technical depth. A job candidate needs culture. One website, four very different journeys.
Credibility is fragile at an early stage
A seed-funded startup with government clients needs to look the part without overclaiming. Every design decision - from how many client logos appear, to what sections are hidden - is a trust decision as much as an aesthetic one.
Brand architecture is a design problem
Nanolumi (parent), Reyal (authentication), Luminicell (bioimaging) — three identities that need to coexist without confusing anyone. The "house of brands" architecture had to be expressed visually through colour, layout, and navigation, not just copy.
CMS independence is not optional
A research company publishes job postings, white papers, news updates, and application case studies continuously. If the website can't be updated without a developer, it becomes a liability rather than an asset within months of launch.
Performance signals credibility
A deep-tech company with a slow website is a contradiction. Next.js server-side rendering ensures the site loads near-instantly even with video backgrounds and complex animations — because the brand promise depends on the site performing as well as it looks.
The audience can't touch the product
Luminescent materials, counterfeit markers, and fluorescent probes don't photograph cleanly. The website has to do the work of making invisible science feel tangible - through animation, metaphor, and visual abstraction rather than product photography.
Multiple audiences with completely different needs
An investor needs ROI signals and team credibility. A government procurement officer needs compliance and case studies. A research scientist needs technical depth. A job candidate needs culture. One website, four very different journeys.
Credibility is fragile at an early stage
A seed-funded startup with government clients needs to look the part without overclaiming. Every design decision - from how many client logos appear, to what sections are hidden - is a trust decision as much as an aesthetic one.
Brand architecture is a design problem
Nanolumi (parent), Reyal (authentication), Luminicell (bioimaging) — three identities that need to coexist without confusing anyone. The "house of brands" architecture had to be expressed visually through colour, layout, and navigation, not just copy.
CMS independence is not optional
A research company publishes job postings, white papers, news updates, and application case studies continuously. If the website can't be updated without a developer, it becomes a liability rather than an asset within months of launch.
Performance signals credibility
A deep-tech company with a slow website is a contradiction. Next.js server-side rendering ensures the site loads near-instantly even with video backgrounds and complex animations — because the brand promise depends on the site performing as well as it looks.
Not every way of building is alike.
Basic tools / MVPs
Every design decision in this project was grounded in UX research, audience analysis, and competitor benchmarking. We don't open Figma until we understand who the patient is.
Mid-level platforms
Technical SEO — schema, 301 redirects, URL architecture, on-page optimisation — built into development, not added after. The site ranked within weeks because it was built to rank.
Advanced / Enterprise systems
The location page template means Direct Ear Care can open a clinic in Leeds and add a ranking-ready page themselves. The digital infrastructure scales with the business.
The Team behind this project.
Anand Ashok
Business Operations
Development & Client Relationship
Chandana Vulivireddy
UI/UX Lead
Wireframes · All Design Phases
Advith Shetty
Developer Lead
Payload CMS Architecture
Gyanendra
Developer
QA · Data Entry · SEO Implementation
What Direct Ear Care Said
““Working with Quixta was one of the best decisions for our digital presence. They understood our business, audience, and goals before proposing a solution. The final website is modern, intuitive, and aligned with our brand. Since launch, we've seen improved user engagement, inquiries, and customer feedback. Their team was responsive, professional, and a pleasure to work with.””
Ibrahim Musa
Other Quixta projects
Nanolumi
Deep TechSingapore
Deep Tech
SingaporeDeep-tech company building luminescent nanomaterials for authentication and bio-imaging.
A few things people usually ask before reaching out.
Quixta identified four distinct audience quadrants - strategic investors, B2B business collaborators, regulatory/government bodies, and potential employees - and built separate user personas for each. The research also benchmarked competitors SICPA and Authentix, identifying the opportunity for Nanolumi to position as the young innovator that breaks from the rigid industry incumbents. A follow-up alignment call with the CEO in January 2025 redirected the entire positioning from application-specific to materials-first — a finding that came from the research process, not a design assumption.
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