Mikky InnovateGrowth & Product Designer

Case file 04Websites

Paxdav

Conversion-optimised web presence for a technical agency.

Open in the office →The same case file, inside my interactive office

In shortAn agency website that sorts 15+ services into a few clear pillars, so a lead can find the right one in three clicks or fewer.

Situation
Paxdav offers 15+ services, and clients couldn’t find the one they came for.
Task
In 2023 I led the web design end to end.
Action
I sorted the services into a grid of cards, each with its own quote button, and kept the page dense but ordered.
Result
Turned 15+ scattered services into clear pillars with a quote button on every card, so any service is three clicks or fewer away (the design target) and a lead can ask for a quote right where they are.
Client
Paxdav Inc
Category
Web design
Role
Web designer, end to end
Timeline
2023
Platform
Website

Paxdav does a lot: web and app development, Shopify, graphic design, UI/UX and social media. That breadth was the problem, because clients couldn’t find the one thing they came for. I led the web design end to end with one aim: look credible straight away and make 15+ services easy to navigate.

Stage 1Situation

The site on tablet
The site on tablet

Stage 2Task: my part

01My part

In 2023 I led the web design end to end.

Stage 3Action: the decisions

02Decision 1 · Pillars, not a list

I sorted the offering into a modular service grid. Each card names one service, says what it does in a line and has its own Request a Quote button. A lead can act from the card they care about.

Paxdav: The full homepage: hero, service ticker, expertise grid with a quote button on every card, and filterable past work. Scroll inside the frame.
The full homepage: hero, service ticker, expertise grid with a quote button on every card, and filterable past work. Scroll inside the frame.

03Decision 2 · Dense, but ordered

Buyers here compare quickly, so empty minimalism would have hidden the offer. I kept the page dense but ordered: high contrast and clear icons, with action buttons and service headers as the strongest elements on the page.

The hero on laptop: one promise, two actions (Request a Quote, View Portfolio)
The hero on laptop: one promise, two actions (Request a Quote, View Portfolio)

Stage 4Result

  • 15+Services, sorted into clear pillars
  • ≤ 3 clicksTo any service (design target)

04Result

Turned 15+ scattered services into clear pillars, with a Request a Quote button on every card. Any service is three clicks or fewer away, and a lead can ask for a quote from the exact card they care about instead of hunting for a contact page. “Three clicks or fewer” is the design target, not a measured result.