01 — Challenge
The Brief
Apex had been operating for three years with a placeholder website. Founders were finding them via introductions, not through any owned digital channel. As they prepared for Fund II, they wanted a digital presence that communicated their investment thesis clearly, showcased portfolio companies, and converted founder interest into deal flow.
02 — Approach
How We Did It
We treated the website as a conversion asset, not a brochure. The strategy centred on the thesis page — a detailed, long-form articulation of what Apex invests in, why, and what it's like to work with them. That page was designed to rank organically and to resonate with the specific founder profile they wanted to attract. The portfolio section used micro-interactions to reveal company stories. Performance was a primary constraint: we targeted sub-1s LCP and 98+ Lighthouse scores to support SEO.
03 — Process
The Workflow
Strategy
Investment thesis articulation workshop. We extracted the ideas in the partners' heads and turned them into a structured narrative that founders could discover and convert on.
Architecture
Information architecture, sitemap, content brief. Every page mapped to a user intent. No filler pages.
Design
Figma design system, desktop and mobile. Typography-first approach — the writing is the design.
Engineering
Next.js App Router with static generation for all pages. Optimised asset pipeline, font loading, and image handling to hit the performance targets.
SEO
Technical SEO foundation, semantic HTML, metadata architecture, internal linking strategy. The thesis page was written specifically to rank.
04 — Results
The Outcome
Deal flow from inbound digital sources increased 3.2x in the six months after launch. The thesis page ranks on page one for multiple long-tail investment thesis keywords. Lighthouse score: 99 on desktop, 97 on mobile.
Before vs After
05 — Deliverables
What We Built
Timeline: 6 Weeks
Team: Strategy, Design, Engineering
- 01Brand Strategy Document
- 02Website Design System
- 03Next.js Website
- 04Investment Thesis Page
- 05Portfolio Showcase Module
- 06Team Profiles
- 07Contact & Deal Submission Flow
- 08SEO Foundation
