For a services company, that is lost revenue: technical buyers leave before they find proof that the team can deliver.
4 problems
01 · InaccessibilityUsers struggled to reach features and crucial information. Navigation was complex and confusing.
02 · Poor usabilityThe interface was not optimised. Some elements and buttons were difficult to use.
03 · MisalignmentDesign and content did not consider the distinct needs of the target groups.
04 · Unappealing visualsCluttered layouts, and imagery that didn't support the message.
Chapter 2 · Role and boundaries
Audit, structure, and every page.
I owned
Audit of the existing site and its four core problems
Sitemap and content hierarchy for the blockchain page
UI guide: Product Sans, colour system
Visual design of the full page and linked fintech / RWA pages
Boundaries
Marketing website, so success depends on content and sales follow-up too
Typeface choice flagged for a long-term brand decision
UI guide: Product Sans in four weights, #2276FF on a black and near-black base.Chapter 3 · Key decisions and trade-offs
Proof first, then the pitch.
Decision 1 of 3
Organise around five service lines
Audit: navigation was the first failure point.
Options on the table
Why this one
Buyers arrive with one need. Grouping lets them find their area in one scan, then go deeper through “Explore more”.
What I gave up
Some services fit more than one line and had to be placed in one, so cross-links carry the rest.
Decision 2 of 3
Proof before pitch
Goal: be seen as a trusted authority.
Options on the table
Why this one
Decision-makers judge credibility first. Engineers on board, projects deployed and years of experience sit directly under the hero.
What I gave up
The service list starts lower on the page, so the hero carousel names the five areas to keep them one click away.
Decision 3 of 3
Dark for the brand, light for the reading
Audit: inaccessible features and poor usability.
Options on the table
Why this one
The dark, 3D-heavy hero signals technical depth. Long service descriptions read better on a light background, so the page switches once people start reading.
What I gave up
Less dramatic than an all-dark page. Secondary grey text still needs a darker shade to pass WCAG AA everywhere; that's on the fix list.
Try it
Try it: dark for the brand, light for reading.
Switch between an all-dark page and the mix that shipped, and compare how the service detail reads.
Blockchain developmentBuild on-chain products buyers can trust.Talk to an expert
Web3 services
Smart contract development, audits and dApp front ends, with a team that has shipped blockchain products before. Each service line lists what's included and one clear next step.
Smart contracts and audits
dApp development
Wallet integration
A simplified mock of one service section, using the page's own colours and copy.
The full blockchain page, top to bottom. Hero and impact numbers lead with credibility, each service line has a scannable capability list and one next step, and case studies sit where buyers look for proof.The same system carried into linked fintech and RWA pages.Chapter 4 · Outcome and evidence
