Web Design and Development Case Study for Ashdown Capital | Forge and Smith, Vancouver
About The Organization

Ashdown Capital is a financing advocacy firm. Their experienced team of advisors helps businesses secure working capital, real estate, construction, and equipment financing.

Objectives
  • Establish trust and credibility through a solutions-oriented service story and case studies that showcase successes
  • Grow brand equity and online reach through branded storytelling and dramatically increased organic search traffic
  • Ensure overall site architecture and navigation enables easy solution-finding, discoverability of content, and a frictionless experience
  • Ensure high conversion through custom contact form and goal tracking
  • Establish strong SEO foundations for growth and leverage
  • Implement a fully responsive solution backed by WordPress CMS for easy content creation and optimization

Phase 1

Prototyping

Ashdown Capital’s experienced team of financial advisors has cultivated a trusted reputation, but their website wasn’t doing their company justice. They need a more on-brand design, and the ability to showcase their leadership through content.

We focused the new site structure around growing that deeper level of content. The UX goal was to smoothly move visitors into trust and credibility pieces: services, case studies, and blog posts.

Phase 2

Style Concepts

Ashdown Capital was embarking on a brand refresh, so it was important to harmonize their design and content with the new logo and guidelines. We worked with a polished palette of greys and navy blues, with subtle orange accents. Photography focused on iconic local landmarks and scenery adds a warm and welcoming feel.

style concepts

Phase 3

Bringing it all together

The new Ashdown Capital site strikes the right balance of professional and approachable. Clear navigation and featured content guide visitors through key content. The big, bold use of photography in the design fosters a welcoming, local small business tone that's true to their brand. And with a strong SEO foundation, their site has seen steady increases in organic search traffic every month since launch.

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