Overview
Proof, not promises
MDF sold on reputation and referrals, but their site read like a template — stock phrases, no numbers, no faces. Founders couldn’t see themselves in it.
I rebuilt the story around six deep case studies, each with the problem, the build and the handover — plus a services page written the way founders actually talk.
Approach
Challenge, solution
The challenge
World-class delivery hidden behind generic copy — the site undersold every project it showed.
The solution
Case-study storytelling with real screenshots, real timelines and named engineers on every page.
Deliverables
Information architecture, web design system, copy direction and launch art direction.
Outcome
The pipeline shifted from cold outreach to inbound briefs that reference specific case studies.
Want work like this?
Show me your current site and your best project — I’ll tell you honestly what’s holding it back.
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