First Capital Limited

June 25, 2025

Financing with Confidence: Simplifying How Kenyans Access Credit

First Capital is a leading investment and financial advisory firm in Kenya. We designed a professional, responsive website that showcases their expertise, services, and thought leadership, supporting trust and credibility with clients and investors.

Challenges

  • The site had many service offerings, but users found it difficult to understand which product matched their needs.
  • Messaging around rates, fees, and approvals lacked clarity, which reduced trust and drove hesitancy.
  • Conversion paths (i.e. from visiting the site to applying / contacting) were dispersed and not optimized.
  • Lead capture and speed of response were not always evident; some users lost interest due to perceived complexity.
  • Search visibility (SEO) for financial product terms was weak, reducing discovery of First Capital’s services.

Solution

  • Conducted a brand‐messaging workshop to articulate First Capital’s value proposition: speed, simplicity, fairness. Defined personas (e.g. small business owner, vehicle owner, LPO requester).
  • Redesigned the website navigation and service pages to group offerings in an intuitive way, with clear differentiators and simplified loan flows.
  • Wrote transparent content explaining terms: what is required, how approvals work, interest, repayment options, etc.
  • Added strong call-to-action buttons (“Apply Now”, “Get Quote”, “Contact Us”) at stages aligned with user intent.
  • Integrated lead forms & instant chat options to reduce friction in inquiries.
  • Improved site SEO: targeting relevant financial and loan keywords (e.g. “logbook loans Kenya”, “LPO financing”, “asset finance rates”).
  • A/B tested messaging around “quick approvals” vs “low interest” to see which drives more trust / click-throughs.

Results

MetricBefore ProjectAfter ProjectGrowth / Change
Monthly Website Traffic4500 visits8000 visits+78%
Lead / Loan Inquiries120 per month300 per month+150%
Conversion Rate (visitor → application)2.0%5.5%+175%
Average Application Drop-off Time4 dayssame-day response rate-75%
Customer Satisfaction (surveyed)70% satisfied90% satisfied+20 pts
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