From Overwhelming to Intentional: A Conversion-Focused Website Redesign for Merit Media

When Britt Holmes of Merit Media came to us, her business had already evolved — but her website hadn’t caught up.

The original site was text-heavy and overly minimal in a way that felt more DIY than intentional. Bold black text on white backgrounds. Long explanations. Very little personality. It technically worked… but it fell flat.

And for the level Britt was operating at, flat wasn’t cutting it anymore.

Because the truth is, her website needed to feel just as sharp, confident, and dynamic as the work she delivers. So we rebuilt it. Cut the fat. Focused the messaging. Clarified the offers.

And brought Britt’s personality to life through dynamic layouts, colour, and movement.

The Gap No One Talks About: When Your Website Falls Behind Your Business

This is something we see all the time with service-based founders. Your work gets better. Your clients get bigger. Your reputation grows.

But your website is still carrying:

• early-stage energy

• safe design choices

• “this will do for now” decisions

Merit Media had outgrown its old site — visually, strategically, and energetically. And when that happens, your website starts working against you. Not because it’s wrong. But because it’s no longer saying enough about who you are now.

The Goal Wasn’t Subtle. It Was Impact.

Let’s be clear about the intention behind this redesign.

We weren’t aiming for:

• “cleaner”

• “simpler”

• or “more refined”

We were building something:

• bold

• interactive

• personality-forward

• and impossible to confuse with anyone else

Because talking about digital ads can be boring — and Britt was very clear she didn’t want her website to feel like a textbook. She wanted energy. Movement. Confidence. A site that felt like stepping into her world. So that’s exactly what we built.

What Changed (Visually + Strategically)

We:

• reduced the site from 12 pages to 6 without losing depth

• stripped out repetitive, passive content

• rebuilt the flow so the site actually guides you

• designed sections that make you want to keep scrolling

• used layout, colour, and motion to bring the brand to life

Dense copy became dynamic sections.

Explainer text became moments of engagement.

The site stopped feeling like a wall of information and started feeling like an experience.

This is the difference between a website that talks at you — and one that pulls you in.

The New Merit Media Website

It’s:

• bold

• confident

• fun to explore

• clear without being boring

• strategic without being dry

You immediately understand:

• what Britt does

• who it’s for

• and why she’s good at it

And most importantly, the site finally matches the level of clients she’s working with.

The Results (Because Yes, They Matter)

The site launched just before the holidays. When Britt reopened in January, she had five clients ready to sign within three days.

Not because she posted more.

Not because she explained harder.

Because her website was finally doing its job.

What This Project Really Shows

This is what happens when you stop treating your website like a formality and start treating it like a business tool.

A strong website:

• attracts better-fit clients

• pre-qualifies people before they ever reach out

• builds trust before a conversation even starts

And visually?

It signals confidence.

Taste.

Authority.

This wasn’t about making Merit Media “look nicer.” It was about making the website live up to the work behind it.

If You’re Reading This and Feeling a Twinge…

If you’ve ever thought:

• “My website doesn’t really feel like me anymore”

• “This doesn’t reflect the level I’m operating at”

• “I’ve outgrown this, but I don’t know how to fix it”

That’s not a sign you need a template.

It’s a sign you need someone who can see the gap — and design beyond it.

That’s what we do.