Capturing clients for consulting company
overview.
Axiom Driven is a digital consulting company that helps small and mid-sized businesses modernize in the ever evolving world.
They specialized in project management support to strategic planning. Recently, the company set its sights on becoming a more well-rounded partner in digital transformation by expanding into services like website design, online stores, SEO, and AI chatbot tools.
But the website didn’t reflect that shift. The old site felt overly generic and lacked the visual energy or clarity to communicate Axiom’s evolving identity.
This redesign focused on reintroducing Axiom Driven as not just a strategic guide, but a modern digital partner — with a sharper brand presence and clearer storytelling around what they offer and who they help.
Refined information architecture
that creates a clearer path through services, helping users immediately understand what Axiom offers and who it’s for
Optimized lead capture flow
with a tested contact form layout designed to reduce friction and improve conversion
challenge.
As Axiom Driven began expanding its digital service offerings, it became clear their existing website wasn’t keeping up.
While the business had strong experience in foundational consulting their online presence didn’t reflect their ambition to become a modern, full-service digital partner.
Low lead conversion and weak traffic
A generic, muted visual identity that lacked energy
AXIOM DRIVEN WEBSITE EXAMPLES
research.
What gave them confidence in a service? What made a site feel trustworthy, modern, and easy to navigate?
Axiom Driven wasn’t alone in offering digital transformation services, but its competitors were doing a better job of communicating their value.
Firms like Fresh Consulting, Launch Consulting, and Sayenko Design stood out with clean branding, clear service breakdowns, and polished websites. However, many felt overly corporate or lacked transparency in their process.
This revealed an opportunity for Axiom Driven to differentiate by staying personable, focusing on small business needs, and making their services — and their value — easier to understand.
Launch Consulting
Fresh Consulting
Sayenko Design
AFFINITY MAP
I started asking myself...
HOW MIGHT WE...
Showcase Axiom Driven’s expertise and reliability to potential clients?
HOW MIGHT WE...
Streamline the consultation booking process to make it more user-friendly and efficient?
Like most website projects, the initial list of “must-haves” was long — from homepage visuals to expanded service pages, client testimonials, and more. But to create a site that actually worked, I had to focus.
What mattered most?
A strong, confident homepage. Clear and scannable service descriptions. And a low-friction contact form that users could find from anywhere. Those became my top priorities — not because they were flashy, but because they directly impacted trust, clarity, and conversion.
The original flow used a step-by-step contact form to guide users through each section. While it aimed to reduce overwhelm, usability testing showed it actually added friction — users felt it was too much work.
EARLY CONTACT FORM FLOW
branding.
Axiom Driven needed a brand that felt like momentum — modern, clean, and confident. I designed a geometric “A” built from connected boxes to reflect the idea of systems working in motion, always moving forward.
For the color palette, I chose a deep purple. It struck the right balance between modern and premium — with associations of creativity, trust, and sophistication that aligned with Axiom Driven’s consulting focus.
LO-FI SKETCHES
I needed to see if this was the right direction
I ran a quick test with 5 participants. The goal was to see how intuitive the site felt, and which contact form format users were more likely to complete.
Originally, I built a multi-step contact form to feel sleek and guided — but users said it required too much clicking. Most preferred seeing everything on one page, especially since their browser could auto-fill the fields. I pivoted to a single-page version based on that feedback.
I also tested page titles, CTA language, and layout expectations.
“Services” was often seen as more important than “Our Work,” and users suggested CTA phrases like “Book a Consultation” or “Get a Quote.”
These insights helped sharpen the flow and language across the site — simplifying navigation and making the path to booking clearer and more aligned with user goals.
HI-FI MOCKUP
Three Friction Points, One Clear Direction
Users responded positively to the look and feel of the site, describing it as polished, modern, and easy to navigate. But testing also revealed a few key areas where the experience could be tightened — particularly around interaction consistency.
Surprisingly…
All participants suggested adding an arrow for scroll cue. While the feedback was consistent, observational data showed that none of the users actually struggled to scroll — indicating it may be a helpful enhancement, but not a usability blocker.
FINDING 1
Fix Broken Interactions
Several users tried to click on items that weren’t linked yet — especially carousel cards and bolded service names. They expected these to be interactive, and the gaps disrupted flow. Fixing these prototyping oversights became a top priority.
FINDING 2
Simplify the Menu Experience
While the hamburger menu worked, it didn’t feel standard. Users looked for a “Home” link inside the menu and expected a more familiar icon. This was a quick, high-impact adjustment to reduce disorientation.
FINDING 3
Several users expected to swipe or see indicators for the number of cards. I added indicator dots and refined the swipe gesture behavior to make the interaction feel more familiar.
✔️
✔️
prototype.
The Power of First Impressions
This project reminded me how much visual design sets the tone. Axiom Driven needed to feel modern and credible from the first scroll, so I focused on clear hierarchy and structured layout to build energy and trust.
It also pushed me to be intentional. Rather than trying to say everything at once, I concentrated on flow — guiding users from interest to action with thoughtful pacing and intuitive navigation. Testing helped me spot small interaction gaps and tighten the experience without adding complexity.
What's Next?
If I were to take it further, I’d expand the services section with more examples and link out to detailed case studies. But for a first release, this version delivers clarity, confidence, and a smooth path to getting in touch.