Arbutus Capital

How I rage-redesigned, SEO’ed, and rebuilt Arbutus Capital’s website, leading to a 24x increase in organic business enquiries.

A long-running equipment leasing site sets the stage for a trust and SEO problem.

A paid redesign underperforms, turning a frustrating result into a sharper diagnosis.

The business problem becomes a clear goal: improve trust, relevance, and organic visibility.

A discovery session maps the company, market position, and SEO questions behind the work.

Search rankings, competitors, technical performance, and SEO opportunities get audited.

Usage recordings and analytics reveal where visitors read, skip, and abandon the site.

Competitor sites show an opening to build credibility faster than the market standard.

Desktop-first wireframes respond to the way Arbutus visitors actually used the site.

Targeted keywords move from research into the first pass of site structure and copy.

An InVision prototype turns information architecture and content direction into a reviewable story.

The retained logo colors expand into a palette with a stronger Arbutus-inspired CTA color.

Mockups, mobile and tablet prototypes, and review cycles lock the final direction.

The redesigned site is built in WordPress with tracking and ongoing SEO reporting.

Organic submissions climb from three per year to around four to eight per month.