Founders First Capital Partners

Website Overhaul with Immediate Results

Founders First Capital Partners, a revenue-based investment & acceleration program organization, was formed to support businesses led by women, people of color, LGBTQ+, military veterans, and businesses in low- to moderate-income areas. 

As million-dollar donations from large sponsors—The Rockefeller Foundation—began to pour in, it was clear the firm needed a new website—like, yesterday—to get to start funding clients immediately.

Project Goals

While Founders First was already receiving applications on their Apply page, what they really required was the right leads from more businesses that actually qualified for funding.

This objective was achieved through strong copy and imagery that emphasized diversity and inclusivity throughout the site.

Our Focus

  • Strong & modern homepage
  • Design that created a clarity for the funding process
  • Detailed case study pages for client successes
  • Attention-grabbing call to actions on every page that led to the “Apply” page
  • Diverse & “not-so-stock” photography
  • Begin the optimization process immediately, not post-launch

Color Palette

Prussian Blue

Spanish Blue

Alice Blue


Mikado Yellow

Diverse Imagery Captures Target Demographic

Founders First Capital Partners - Black business woman
Founders First Capital Partners - 2 Minority Business Owners over computer
Founders First Capital Partners - Muslim business owner

Immediate Conversion & ROI

Within two weeks of the launch, Founders First began to see an immediate & significant increase in the most important aspect of this project—viable leads.

% increase in prospects landing on the lead generating "Apply" page
% increase in completed applications on the "Apply" page from viable leads
% increase in high-quality views, where users were likely to become clients

Credit where credit is due

This collaborative project was led by Monique Jenkins & J.Kins Creative, who oversaw the project management and UX aspects of the design.

Harford Designs and our website design and development team designed the website layouts, coded, and launched.





Yoast SEO

Our new site is wildly successful with massive increases in the number of applications and quality applications which is even more critical.

Chris Deon, Head of Marketing

*Site has been significantly edited post-launch. View mockups or inquire for the original.