Invoice Simple: Web Redesign Case Study | Forge and Smith, Vancouver, Canada
About The Organization

Invoice Simple makes invoicing easier for small business owners. Their app is used by over 500,000 small business owners who are now able to run their businesses more efficiently. Based in Vancouver, British Columbia.

  • Improve brand equity and online reach through branded storytelling
  • Create a more user-friendly and more visual product feature story with improved navigation and filtering
  • Implement a more search friendly and socially-focussed Blog to drive user engagement and value
  • Dramatically improve SEO performance
  • Implement a fully responsive solution backed by WordPress CMS
  • Organic Search Traffic

    + --% Year over Year
  • Pageviews

    + --% Year over Year
  • Average Session Duration

    + --% Year over Year

Phase 1


When Invoice Simple approached us, they already had a highly successful mobile invoicing app for small business owners and contractors. What they needed was a website that could help them drive awareness and adoption of their new web app, as well as generate excitement about their (rapidly) growing company.

Considering that Invoice Simple’s audience is people on the go (e.g. plumbers, mechanics, cleaners, creatives, etc.), we created streamlined Features and Customers sections to clearly outline the core features and benefits of the software. We also took care to celebrate the business owners using the software, lending a human touch to the site.

Additionally, we strategically built out customer storytelling by integrating the plethora of 5 star reviews of their app into the site.

Phase 2

Style Concepts

We worked with the client to create an interface that was bold, bright, simple, and user-friendly because we wanted to make sure that it appealed to an audience with a range of technical knowledge, from other tech industry creatives to plumbers or painters who wouldn't normally use apps in their day-to-day business.

We also made sure to incorporate lots of authentic feeling photography and images of people using the app alongside their work. This makes it easy for users to visualize themselves using the app.

style concepts

Phase 3

Bringing It All Together

Whether you're a freelance photographer, gym owner, or plumber, any small business owner visiting the Invoice Simple site for the first time will immediately be able to tell how trusted and popular this app is. An abundance of white space and thoughtful information architecture make this site easy to navigate, while pictures of real people and bright colours convey a welcoming, approachable tone.

Whether checking out the features page, reading through the testimonials, or perusing the company's values, it's clear that Invoice Simple will only add more value to your business.

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