Case Study
2025
Turning a great idea into a brand people trust.
FlipMetrics came to us with a product built from lived experience. Our job was to give it an identity, a home online, and the visibility it deserved.
FlipMetrics came to us with a product built from lived experience. Our job was to give it an identity, a home online, and the visibility it deserved.
FlipMetrics had a logo mark and a colour palette, but no cohesive visual language, brand voice, or direction. Nothing to tell potential users who they were, or why they should trust them.
The platform was still in development. The website needed to build anticipation and capture a waitlist audience — not just describe a product, but create genuine excitement around one that didn't yet exist publicly.
The online reselling tools market is fragmented. FlipMetrics had to stand apart from generic spreadsheet tools and overcomplicated platforms — positioning itself as purpose-built, simple, and credible.
With no existing domain authority and a brand-new URL, FlipMetrics had no search presence at all. Building an SEO foundation from day one was essential to long-term discoverability.
We defined a clear visual and verbal identity for FlipMetrics — one rooted in its founder story and built to resonate with the reselling community.
A high-performance landing page built to convert visitors into waitlist sign-ups — with a clear narrative flow, mobile-first design, and a seamless Netlify form integration.
We built the on-page and technical SEO foundations so FlipMetrics could start earning organic visibility from day one — with a long-term content roadmap to grow from.
We began with a deep-dive into FlipMetrics' story. The founder built this tool out of genuine frustration — scaling a reselling business to over £1,000 profit per month and hitting every operational wall along the way. That story wasn't a footnote; it was the brand. We shaped the entire positioning around authenticity and lived experience.
We established a visual language anchored in the existing blue palette — clean, professional, and tech-confident. Typography was paired carefully: a bold display font (Plus Jakarta Sans) for impact and hierarchy, with DM Sans for approachable, readable body copy. The result is modern without feeling cold, and sharp without feeling inaccessible.
Every word on the page was written to speak directly to the reseller audience — addressing real pain points (tax dread, lost track of stock, no idea what's actually profitable) before presenting FlipMetrics as the clear, simple fix. Pain first, solution second. Founder story last, as a trust anchor.
The site was hand-coded in clean semantic HTML and CSS — no frameworks, no bloat. Lightweight, fast, and fully accessible. Waitlist forms were wired to Netlify Forms with Mailchimp forwarding, so every sign-up is captured and nurtured automatically from the moment someone lands on the page.
With a brand-new domain, getting the technical fundamentals right from the start was critical. We optimised all on-page signals, implemented structured data, and delivered a keyword-led content strategy targeting the queries resellers actually type — so FlipMetrics can compound authority over time without relying on paid traffic.
The website captures exactly who we are and what we're trying to do. It speaks to our audience in a way I never could have written myself. The waitlist is already growing faster than expected.
— Founder & CEO, FlipMetrics
FlipMetrics launched with a complete, consistent visual and verbal identity — from logo usage to tone of voice — ready to scale across every channel.
On-page SEO, semantic structure, meta tags, and schema markup were in place from the first day the site went live — giving organic search a head start from launch.
Dual waitlist forms, conversion-focused copy, and a compelling founder narrative combined to produce a steadily growing pre-launch sign-up list ahead of full release.
Audience definition, value proposition, messaging framework, and tone-of-voice guide.
Colour palette, typography scale, logo usage rules, and approved layout combinations.
Fully hand-coded, mobile-responsive landing page — fast, accessible, and ready to deploy on Netlify.
Hero headline, subheadline, feature descriptions, pain point section, About Us narrative, and CTA copy — written to convert.
Both waitlist forms wired and tested — sign-ups captured via Netlify Forms and forwarded automatically to Mailchimp for launch email comms.
Optimised title tag, meta description, heading hierarchy (H1–H3), alt attributes, canonical URL, and structured data markup.
Target keyword clusters, content pillar recommendations, and a prioritised blog roadmap for building authority in the reseller niche.
Plain-English guide for the client covering how to update content, manage the Netlify deployment, and maintain SEO best practices going forward.
FlipMetrics brand palette — confident blue anchored by near-black ink and clean white.
Whether you're pre-launch, rebranding, or just need a website that actually converts — let's have a plain-English conversation about what you need.
Get in touch