Case Studies

Footsteps of Ancestors

How we designed compelling branding and messaging for a genetic genealogy service.

Footsteps of Ancestors
Full Website Build

The Challenge

Footsteps of Ancestors helps you uncover the true, hidden story of your family tree like no one else ever has. Their previous site looked clean but was heavy on text that lacked a clear purpose. Their website used WordPress and had a WooCommerce store that did not work properly.

Our Approach

We proposed moving from WordPress to Webflow, clarifying the messaging, and taking the design up another level. We also took this opportunity to rebrand their logo and use it as a basis for their new design.


Our goal was to distinguish the offering from testing companies, emphasizing the tailored approach our client offers to interpret DNA test results. We also tried to stay away from technical jargon unless absolutely necessary. As part of our first iteration, we have the copy aimed at persuading the viewer to contact the business for more information about their offerings.


We derived the color palette from the logo we designed for them. We chose a font pairing that was readable and had a slight touch of history about it. We spent a good deal of time working with the client to choose the right photos to complement each section of text. The design played an important part in visually touching on the client's process for uncovering the depth of DNA test results for people.


For this first iteration of the website, we submitted the sitemap to search engines, added meta tag data and other technical optimizations. Once we add products in the next iteration of the website, there will be further work done such as implementing schema markup.

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Conversion-focused web design agency. We build fast, easy-to-manage Webflow websites that rank high on Google and generate leads.
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