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AIM Capital

An SEO-first website rebuild and a custom internal operations app for a private family office

A like-for-like rebuild of the approved AIM Capital website, re-engineered from the ground up with SEO best practice and clean, fast code. We also designed and built a bespoke internal tool for invoicing, accounting, purchase orders, and approval workflows.

Sector
Private investment & property development
Location
United Kingdom
Timeline
Q3 2024 → ongoing
Live site
www.aim-cap.co.uk
Services
SEO Web App Strategy
Deliverables
SEO-led website rebuildOngoing hosting + maintenanceCustom internal operations appOn-page + technical SEOPerformance engineering
  • 95% Of target keywords now top 3 on Google
  • 1 app Custom invoicing / accounting / PO platform
  • Same design Approved UI, rebuilt for SEO + speed

The design they loved, finally engineered to earn its keep.

The challenge

AIM Capital had a website that looked exactly the way they wanted it to, but it was not earning its keep. Target keywords were nowhere to be found in search, page speed was holding back conversions, and the team had no clean way to run the operational side of the business: invoicing, accounting, and purchase orders all lived across disconnected tools and spreadsheets.

Our approach

We rebuilt the existing UI from scratch on clean, modern foundations (keeping the approved design as the source of truth) and re-engineered every page around SEO best practice. In parallel, we designed and built a bespoke internal application to centralise invoicing, accounting, purchase orders, and the approval flows that underpin every transaction.

Branding

The brand system.

AIM Capital's brand mark stayed the same. What changed was where it lived. The mark needed to scale from print-first treatments into a faster, sharper digital surface, so we tightened the supporting palette and built a clearer typographic system for the new site.

Colour system

  • Stone #d4cfc4
  • Pewter #9d9991
  • Slate #4a4640
  • Ink #1f1d1a

Typography

  • Display Inter

    AIM Capital: Asset management & development.

  • Body Inter

    Established in 1982, AIM Capital is a private family office building, acquiring, and letting property across the UK.

Brand in motion

  • Brand application: stationery system Stationery system
  • Brand application: letterhead Letterhead
  • Brand application: site signage On-site signage
Website

The website rebuild.

A like-for-like rebuild of the approved design: same look, same feel, but engineered for performance and search visibility. Clean semantic HTML, modern image formats, deferred non-critical scripts, and on-page SEO baked into every template.

After
Before
Before After
  • AIM Capital home page Home page: above the fold
  • AIM Capital developments page Developments grid
  • AIM Capital portfolio detail Portfolio detail layout
  • AIM Capital contact page Contact + enquiry flow
  • < 1.2s Largest Contentful Paint (mobile)
  • 98 / 100 Lighthouse: Performance
  • 100 / 100 Lighthouse: SEO
Development

Bespoke systems, built to fit.

A bespoke internal operations app that consolidates the back-office work into one place. Built for the team that runs the business day-to-day, with the approval flows and integrations the family office actually uses.

  • Invoicing & accounting hub

    Invoicing & accounting hub

    Centralised invoice issuance, approval routing, and ledger sync, so the finance side of the business runs from one source of truth instead of disconnected spreadsheets.

    • Invoicing
    • Accounting
    • Internal tool
  • Purchase orders + approval flows

    Purchase orders + approval flows

    Configurable approval logic with thresholds, deputies, and audit trails. Every PO has a clear chain of custody from request to payment.

    • Workflow
    • Approvals
    • Audit
  • Operations dashboard

    Operations dashboard

    Live view of in-flight work: outstanding approvals, overdue invoices, and the operational signals the directors want to see at a glance.

    • Dashboard
    • Reporting
SEO

Earning the top of the page.

A clean, fast rebuild paired with deliberate on-page SEO and technical fixes. The result was immediate and durable: the majority of target keywords now sit in the top three positions on Google, with stronger search presence and more qualified traffic.

  • 95% Of target keywords now top-3 on Google
  • Immediate Ranking lift post-launch
  • 0 Critical Search Console issues
  • Search Console rankings screenshot Search Console: average position
  • Search Console impressions over time Impressions trend post-launch
Results

The headline numbers.

A platform that earns its keep, both for the public-facing site and the internal team running the business behind it.

  • 95% Of target keywords in top-3 positions
  • +512% Organic clicks since rebuild
  • < 1.2s Mobile LCP, down from 4.6s
  • 1 system Replacing 4 disconnected tools
  • 100% Of POs now run through the approval flow
  • Top 3 For every priority commercial term
In their words

What the client said.

  • via Clutch ★★★★★

    Their technical expertise, attention to detail, and focus on build quality stood out.

    Adstract handled the full redevelopment and optimisation of our website with a focus on clean, efficient code and site speed. After launch, the majority of our target keywords now appear consistently in the top three positions on Google, driving stronger search presence and more qualified traffic. Communication was clear, proactive, and consistent throughout.

    IB I Bux Marketing Manager · AIM Capital
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