MyFD

Brief

In 2025, after 15+ years as a senior finance director across multiple industries, our client wanted to launch his own fractional FD consultancy — offering senior financial leadership to ambitious SMEs.

He came to us with a clear proposition and a strong understanding of the industry, but no brand identity and no web presence. The job was to take what he'd worked out commercially and build the visible part of the business. We built the brand, and produced a site that helped build a client base from scratch.

What we built

Positioning, identity, and copy were worked through with him in parallel with the design. First, we focused on the brand. We agreed on a logo, a tagline and a colour scheme that communicated professionalism, confidence and competence. Once we had the brand, the layout of the site followed. The site was intentionally simple to reduce friction between potential clients and getting in touch with Paul at MyFD.

The site is built on Eleventy with hand-written CSS and a small amount of vanilla JavaScript. No CMS, no page builder, no third-party widgets. Pages are static and load almost instantly, which matters for a service business that gets most of its traffic from LinkedIn. The gap between clicking a link and reading the proposition has to be zero.

We mapped user journeys around the three services he offers: strategic planning, cash flow management, and fundraising support, with each path ending in the same single-step contact flow. No long forms and no qualifying questions designed to create friction for the user.

Understanding the importance of brand visibility for a new business, we ensured that the website had excellent on-page SEO to start generating leads immediately after launch.

How it went

The site launched on schedule and has been his primary lead source since. The framing matches the seniority of the work without the cold-corporate visual language that's the default in this sector, and the booking funnel has steadily converted consultations from week one.

"Aelius Digital took the time to actually understand me and how I work. They translated decades of corporate experience into a brand that feels approachable, professional, and entirely authentic to my practice."

Founder, MyFD