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Selected work / Merchant conversion blockers

ForgingBlock Website

When merchants land on a busy payments site with proof buried behind technical detail, the risk is confusion before enquiry. Flat18 audited and rebuilt the ForgingBlock journey so buyers can understand the offer, compare pricing and trust the next step.

View live siteRead the build story
Trust firstMessaging

Proof appears earlier and reads more plainly.

Mobile scanReading

The structure stays clear on smaller screens.

Reusable modulesMaintenance

Pages can grow without drifting out of shape.

Development journey

From a crowded site to a clearer path through trust, pricing, and action.

Flat18 treated the site as a clarity problem. The legacy journey contained useful detail, but the customer path made people work too hard at the moment when confidence should have been building.

01 / Clarity audit

The legacy site had useful proof, but the hierarchy made people work too hard.

Flat18 reviewed the information architecture, page flow, proof placement, mobile density, and SEO structure before changing the experience.

02 / Product shape

We rebuilt the journey so the merchant case appears before the technical detail.

The redesign moves value, trust, and conversion signals earlier, then uses comparison screens to show what improved and why it matters.

03 / Delivery system

The final site is easier to scan on mobile and easier to extend later.

Reusable modules, clearer metadata, and tighter page structure make it easier for the team to add proof without breaking the flow.

Product surfaces

Designed around the moments where website copy usually loses people.

The redesign is not about visual flair for its own sake. It gives ForgingBlock a better way to present the offer, the proof, and the next step in a sequence that is easier to scan.

Homepage

Lead with value before detail.

The redesigned home page brings the commercial case forward so visitors know what ForgingBlock does and why it matters.

Pricing

Make pricing easier to compare.

The comparison view shows the old and new structure side by side, which makes the change easier to read at a glance.

White-label

Explain the technical offer without clutter.

The white-label page keeps the message direct, with enough proof to build confidence and not much more.

Contact

Turn the final step into a clear action.

The contact page makes the next step obvious instead of hiding it behind a crowded footer or a vague form label.

Redesign home
Redesign pricing
White-label page
Contact page

Delivered for confidence

The redesign keeps benefits, trust, and conversion steps in a tighter sequence so customers can move from interest to enquiry without losing confidence.

Redesign shippedDiagnosis: value hidden by complexitySolution: benefit-first journeyOutcome: faster comprehension

The legacy site contained useful detail, but the customer journey was asking merchants to work too hard. Flat18 reviewed the information architecture, page hierarchy, proof placement, mobile density, and SEO structure before rebuilding the site into a cleaner, benefit-first experience.

Problem found

Dense copy, deep navigation, and scattered trust proof slowed understanding at the point where confidence should have been building.

Flat18 diagnosis

The site had credibility, but its strongest proof appeared too late and the path was not organised around decision-making.

Solution shipped

We rebuilt the journey with benefit-led messaging, earlier trust signals, mobile scanning, central metadata, and reusable page modules.

Customer value

Merchants can understand the offer faster, while the business gets a maintainable system for adding proof and services.

What Flat18 handled

  • Audited the legacy site for message clarity, trust signals, SEO, and mobile usability
  • Reordered the narrative so merchant outcomes appear before technical detail
  • Converted repeated templates into reusable sections and content-driven modules
  • Improved long-term upkeep with shared tokens and structured metadata

Key improvements

  • Benefit-first hero with stronger CTA clarity
  • Earlier trust signals and compliance proof
  • Structured modules for scannable storytelling
  • Mobile-first layout simplification
  • Centralised SEO metadata and structured content

Need a marketing refresh?

Flat18 can audit your current site, identify the points where customers hesitate, and rebuild the journey around proof, clarity, and action.

Chat with usEmail hello@flat18.co.uk

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