Share This

Mercury Capital

A Positioning Platform Built for Credibility

A refined web positioning platform in Webflow that showcases the firm's partnership model and track record to investors and management teams.

CLIENT
Mercury Capital

INDUSTRY
Private Equity, Financial Services, Investment

SERVICES
Digital Strategy, UX/UI Design, Webflow Development, Content Strategy

YEAR
2025-2026

A screenshot of the new Mercury Capital homepage, shown on a tablet computer on a pale wooden desk with dark grey curtains behind.

The Challenge

Mercury Capital's existing site no longer reflected the calibre of the partnerships or performance the firm is known for. As a private equity firm whose business depends on trust and long term relationships, Mercury Capital needed a digital presence that could stand up in front of investors, founders, and management teams at the moments that matter most in a deal.

The Opportunity

Rather than a lead generation or content marketing exercise, the brief called for a “push” platform, a destination Mercury Capital's team could confidently point people to, one built to communicate credibility, depth, and capability through refined design and clear storytelling, without adding ongoing overhead for a small internal team to manage.

Our Approach

Deepend ran the engagement across four phases, Discovery, Design, Develop, and Deliver, over a 13 week timeline. Discovery confirmed goals, content structure, and technical direction. Design explored 2 to 3 distinct creative directions before Mercury Capital selected one to carry into build. Develop covered the Webflow build, CMS configuration, and responsive testing. Deliver brought the project home through content loading, UAT, live CMS training, and go live, with fortnightly stakeholder sessions and sign off at each key stage keeping the timeline on track.

A selection of screenshots from the new Mercury Capital website, displayed on mobile phones.

Design Direction

The design is modern with rounded corners, large text, a natural colour theme and ample white space, to give the site a considered, premium feel.

What We Delivered

  • UX research and discovery workshops
    UX research and discovery workshops

  • UI concepting and design
    UI concepting and design

  • Webflow engineering and build
    Webflow engineering and build

  • CMS configuration (team profiles, news posts, portfolio items)
    CMS configuration (team profiles, news posts, portfolio items)

  • Content strategy support for key pages, incl. the Partnership model
    Content strategy support for key pages, incl. the Partnership model

  • Live CMS training for the Mercury Capital team
    Live CMS training for the Mercury Capital team

The Solution

A person holding a mobile phone that is displaying the Portfolio page on the Mercury Capital website.

Problem & Insight

Mercury Capital's site needed to work harder in a narrow but high stakes moment, when a prospective partner or investor looks the firm up mid conversation. The existing site did not carry enough weight for that moment. The insight shaping the brief was that this called for a positioning piece rather than a marketing engine, so success meant sophistication and credibility, not traffic or lead volume. 

An example of the Webflow CMS experience, where the user has selected the homepage hero module to edit.

Strategy & Experience Design

Deepend proposed Webflow over an enterprise DXP option (Squiz, via Mercury Capital's existing network), on the basis that a platform built for high volume content and complex integrations wasn't the right fit for a site the client's own team would update infrequently. Webflow's mature template ecosystem let the team start from designs already tuned for editorial, sophisticated layouts, and put the budget into customisation, brand alignment, and finishing detail rather than core infrastructure. The design direction leaned on subtle motion, transitions, and micro interactions across the Partnership, Portfolio, and Team pages, the sections doing the most positioning work, to give the site a considered, premium feel without extra content weight. 

Example of a staff member's webpage, which can be edited by Mercury Capital within the Webflow CMS.

Technology & Delivery

The site was built on Webflow CMS, with sections for Homepage, Partnership / About, Portfolio / Investments, Team, News & Insights, and Contact, optimised across desktop, tablet, and mobile. The CMS was configured so Mercury Capital's team can independently manage team profiles, news posts, and portfolio items, supported by a live training session delivered after launch. Delivery followed a structured four phase plan with fortnightly progress sessions and written sign off at each key stage, Design, UAT, and Go Live. 

Want to explore how Deepend can deliver similar results?

Get in touch

Related Work

Mercury Capital FAQs

Why did Mercury Capital need a new website if nothing about the business changed?

The old site no longer reflected the calibre of partnerships and results the firm is known for. As a private equity firm, Mercury Capital's business runs on trust, so the site needed to hold up in the moments that matter most, like when an investor or founder looks the firm up mid conversation.

Was this a lead generation website?

No. The brief called for a "push" platform, a destination the Mercury Capital team could confidently point people to. The goal was to communicate credibility and depth through design and storytelling, not to chase traffic or leads.

Why was the site built on Webflow?

Deepend proposed Webflow over an enterprise option, because those platforms are built for high volume content and complex integrations, not a site a small team updates occasionally. Webflow's design led templates meant more budget could go into customisation and finishing detail, rather than infrastructure the client didn't need.

How long did the project take, and what did the process look like?

The engagement ran for 13 weeks across four phases, Discovery, Design, Develop, and Deliver. Mercury Capital reviewed 2 to 3 creative directions before choosing one to carry into build, with fortnightly check ins and sign off at each stage to keep things on track.

Can Mercury Capital manage the site themselves now?

Yes. The CMS was configured so the internal team can independently update team profiles, news posts, and portfolio items, and Deepend delivered live CMS training after launch.