Decision Focus
Website redesign
Industries
CorporateFinance
Services
Product + Digital
Deliverables
DashboardsDigital Design SystemLanding PagesUX/UIWebsite Design
Website redesign for an enterprise risk & governance consultancy
The Problem
Decision Focus's website wasn't the problem visually — it was the cognitive load. Dense content and abstract service language meant first-time visitors couldn't easily work out what Decision Focus did, who it was for, what outcome to expect, or what to do next. For a consultancy that relies on high-intent visitors and relationship-led sales, that ambiguity was costing them credibility before a conversation even started.
The Approach
I audited the existing content and structure to find duplication, weak hierarchy and unclear service groupings, then rebuilt every page around one narrative sequence: problem, approach, outcome, action. Reusable layout patterns replaced one-off page compositions, so content became easier to scan and easier for the team to maintain going forward. The visual redesign prioritised restraint and consistency to match the consultancy's high-trust positioning, with conversion nudges — CTA hierarchy, typography, well-timed prompts — built around natural decision points rather than pushy sales tactics.
Outcome
A more credible first impression, a clearer explanation of value, and a modular component system that gives the consultancy a scalable platform to keep growing content and services without starting from scratch each time.
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