Website Redesign, Development & Ongoing SEO

Project Overview:

ASC Finance is a leading UK commercial finance broker with a strong reputation, extensive expertise and a vast library of content — but their existing website wasn’t fully reflecting the strength of the brand or making it easy for users to navigate, trust, and take action.

We pitched to redesign and develop a new website that would better represent who they are today — while also supporting future growth through improved SEO, usability and content structure.

The Brief:

ASC needed a website that would:

• Clearly reflect their brand and expertise
• Be easy to navigate for multiple audiences
• Build trust quickly through proof, content and positioning
• Increase visibility, traffic and enquiries
• Work for end users, introducers and franchisees
• Be simple for their team to manage and update via CMS

Our Approach:

This wasn’t just a visual redesign — it was a full rethink of how the website works as a business tool.

1. Platform & Performance
We recommended moving hosting to Krystal, the UK’s largest independent hosting provider. Beyond performance and reliability, their commitment to 100% renewable energy aligned with ASC’s broader values.

2. Navigation & User Journey
We simplified and clarified the structure of the site to help users find what they need quickly — whether they are:

• A business looking for funding
• An introducer exploring partnership opportunities
• A potential Local Expert

We renamed key sections (e.g. Find a Director → Find Your Local Expert) and introduced a visual, location-based approach to make the experience more intuitive.

3. Unlocking a Content Goldmine
ASC had over 450 blogs — an incredible asset, but difficult to access.

We created a Knowledge Hub with smart filters, transforming scattered content into a powerful, searchable resource that supports both SEO and user experience.

4. Case Studies That Actually Work
With over 113 case studies, we built a structured system with filtering (by industry, finance type and more), allowing users to quickly find relevant examples — reinforcing credibility and building trust.

5. SEO from the Ground Up
We overhauled SEO across the entire site:

• Clear page structures
• Improved metadata and keyword targeting
• Internal linking strategy
• Content hierarchy aligned with search intent

The goal wasn’t just visibility — it was attracting the right audience and turning traffic into enquiries.

6. Content & Brand Consistency
We ensured that messaging, structure and visual presentation all worked together — reinforcing ASC’s positioning as a trusted, expert guide in commercial finance.

7. Photography
We carried out a professional headshot shoot for the Cornwall office, ensuring the team is represented consistently and professionally across the site — adding a human layer to the brand.

The Result:

A website that now:

• Reflects the strength and credibility of the ASC brand
• Makes it easy for users to navigate and take action
• Turns a vast content library into a strategic advantage
• Supports multiple audiences without confusion
• Is built for ongoing growth through SEO and content
• Can be easily updated and managed internally

And importantly — it’s not a finished piece.
With ongoing SEO, the site will continue to grow in visibility, relevance and performance over time.

Brent