Case study
Agfin
Rebuilding a farm adviser’s website around the families he helps
- Client
- Agfin Robert, Financial Consultant, Australia
- My role
- Website strategy, UX, copywriting and build Solo project
- Timeline
- 2024
- Scope
- Website architecture, video sales letter, copywriting, UX/UI, interaction design and build
- Industry
- Agricultural finance Consulting
- Markets
- Regional Australia
Overview
Robert runs Agfin, advising Australian farming families on the financial side of their businesses. His work can change how a family gets through a difficult season, but his website didn’t communicate that.
He first came to me for a few website fixes. After reviewing the site, I recommended a full redesign built around the stories of the families he had helped, with a clearer path from first visit to enquiry.
Key impact
12% more client wins in the first month · No paid advertising · A brochure site rebuilt as a story-led sales funnel
The problem
The site described Robert’s services but not the stories behind them: there was little proof of his work and no clear next step. For a consultant whose business depends on trust, the site needed to show the families he had helped.
There were practical constraints too. Robert was semi-retired, had a modest budget and could only take on a limited number of new clients. There was no budget for a photo shoot.
The story behind the business
The strongest material came from Robert’s own experience: the farming families he had advised, the situations they faced and what changed after working with him.
I interviewed him at length and used those conversations to shape the site’s narrative and write a video sales letter. The video opens with a family’s problem, introduces Robert as the person who can help and shows what changed. The rest of the site supports that story with evidence and a clear next step.
I wrote the copy before designing the interface. The story needed to work on its own.
Changing direction
My first VSL script was too intense for Robert’s audience. He told me plainly that it felt like too much of a push.
He was right. I rewrote it to sound warmer and more trustworthy, then replaced the stock imagery with real photographs from Robert’s own region.
That brought the story closer to the people he worked with. The design could support the message because the message now sounded like the business.
Design and build
I rebuilt the site around the funnel: the problem, Robert’s role, evidence of his work and the next step. Small animations support the narrative without competing with it.
I handled the strategy, interviews, copywriting, VSL script, information architecture, UX/UI, interaction design and build.
What changed
- Robert reported 12% more client wins in the first month after launch in 2024, with no paid advertising.
- The increase came with no paid advertising
- A brochure website became a story-led sales funnel
- Robert’s experience told through real examples and photographs from his own region
- A funnel sized to the business, not built to bring in more leads than Robert could take on
“Amr provided lots of new UX ideas and put them to me in a detailed explanation. He went above and beyond the project scope to deliver a renewed website and sales funnel.”
Looking back
Robert’s feedback made the work better. The first script tried too hard to persuade; the final version respected its audience and sounded more like the person behind the business. The result was a clearer website and more client wins, without a paid advertising budget.
Strategy, Copywriting, UX/UI & Build: Amr Abu-Talleb