HTF Associates

A sleek new website for HTF Associates: Improving UX where it matters

The challenge: Modernising without losing trust

HTF Associates wanted a website refresh that didn’t throw away the professional image they’ve built up over decades.

Their priorities were crucial: stronger trust signals, a quicker site and a more optimised path for users to get in touch. Here’s how we changed it from drab to fab and perfected that high-end look.

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Sector
Pharmaceutical Consultancy

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A professional upgrade designed around users

A photo showing the newly designed HTF Associates website homepage. Created by Sherbet Donkey

Sharpening their brand while keeping it familiar

HTF Associates had used the same logo for over 18 years, so it was definitely time for an upgrade. It had history, but it was showing its age. Our mission was to modernise their website while keeping the brand recognisable, whilst building a site that guides users naturally.

Here’s how we did it:

Built in clear trust signals from the first interaction, so users instantly feel confident in the brand

Introduced a prominent, easy-to-find contact button, supported by a colour scheme that guides attention naturally

Brought key values and expertise forward, making them visible early rather than buried

Improved the user journey by making it immediately clear who they are, what they do and why it matters

Refined the UX to remove friction and improve overall flow across the site

Updated the logo, keeping elements of the original identity while introducing a more modern look

The results: Longer dwell time, better engagement

UX, SEO and content now work together to create a smoother experience. It’s not about fixing one element in isolation; it is about how everything connects.

By aligning these areas, the site feels more intuitive, easier to navigate and far less clunky. The result is users spending more time on the site, because they’re able to move through it more naturally.

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Hear from our lead designer

“By getting under the skin of what HTF Associates needed, we were able to understand what really mattered to them and their audience. The result is a site that feels more modern and intuitive.”

Lizzie, lead designer on the project

A site built for now, ready to perform

This project delivered more than a visual upgrade. From an SEO perspective, the clearer structure, improved internal flow and engagement signals all supported stronger visibility and long-term performance.