Built a five-page, white-glove website that turns CFO visitors into booked discovery meetings

The problem

A founder with twenty years in financial services — including an executive role at a community bank and corporate lending at a major bank — launched a commercial banking advisory firm helping CEOs and CFOs of mid-size companies raise cash-flow lending and set up treasury services. The category barely exists: this kind of hands-on advisory is common in commercial real estate but not in commercial banking, so most finance leaders still call several banks themselves and try to compare offers that do not line up.

The firm had no website. The founder needed one that would, within seconds, answer "what does she actually do?", establish credibility with an executive audience, and convert interest into a booked discovery meeting. It had to feel effortless on mobile, use navy, avoid red entirely, and have no pop-ups, ribbons, clutter or motion.

What it cost

Without a site, every introduction depended on the founder explaining the model personally, and there was no way for a referred CFO to check the firm out and book time on their own. Credibility that took twenty years to earn was invisible online.

What we built

A five-page site — Home, About Us, Services, Testimonials, Contact — with Privacy Policy and Terms of Use linked quietly in the footer so the navigation stays at five tabs. The home page leads with one clear headline on white-glove commercial banking advisory, one obvious button to book a discovery meeting, and a few credibility cues kept clean rather than crowded with statistics. About Us tells the twenty-year story and why the approach beats going bank by bank alone. Services walks through the process step by step. Testimonials are shown with photos and names in clean boxed cards.

The design sits between modern-minimalist and corporate-professional: navy anchor colour, plenty of breathing room, mobile-first with minimal scrolling. Elements the founder liked from reference sites — a tidy five-tab menu, drop-downs in the About section, a friendly "let's talk" invitation — were carried over; graphics, pop-ups and on-screen movement were left out. Two or three navy palette options were presented before design began.

What changed

The firm has a front door that explains the offer in seconds and lets executives book a discovery meeting on their own. Booking figures are still to be collected from the client.