Home/Work/Express Business Funding
Case study · Financial services · Canada
Express Business Funding
A Canadian business-finance firm — invoice factoring, asset-based lending, equipment loans, DIP and M&A financing. I treat their website as a business platform: every component must build trust and generate leads. Two of those components are running live further down this page.
The context
Express Business Funding lends to businesses — invoice factoring, asset-based lending, equipment loans, DIP and M&A financing. In that industry the website has one job above all others: make a company trust you enough to talk about its finances. Every page is a credibility test, and every component either passes it or leaks leads.
The problem
A finance site cannot look like a template and it cannot behave like one either. The firm needed custom, conversion-focused components inside its existing WordPress and Elementor Pro stack — and it needed someone who could keep them working in the real world, where plugin conflicts, caching layers and theme updates quietly break things for visitors while everything still looks fine to a logged-in admin.
The approach
Build custom where it earns its keep: hand-written HTML, CSS and JavaScript inside Elementor Pro and Astra, with assets served through GitHub and the jsDelivr CDN. Measure components against lead flow, not against how they look in a design review. And when something breaks, trace it to the actual cause — through jQuery loading order, plugin conflicts, asset optimisation, caching and theme update complications — instead of papering over it.
What was built
Conversion builds
- Homepage hero: full-screen video with fallback-image logic, overlay treatment, two-line headline and an animated image-grid alternative with device-specific layouts
- Infinite services carousel — three visible cards, endless loop, mobile truncation and conversion CTAs
- Referral programme page: pipeline infographic, scroll-driven line animation and slide-out WPForms CTAs
- Responsive accordions, success-story pages, popup forms and blog styling
Engineering & detective work
- Custom HTML, CSS and JavaScript inside Elementor Pro and Astra; assets served via GitHub and jsDelivr CDN
- Diagnosed site features that worked for logged-in admins but failed for visitors — traced through jQuery loading, plugin conflicts, asset optimisation, caching and Astra update complications
- Resolved browser-specific and device-specific video playback and CDN delivery issues
See it running
These are components shipped to a real client, running live on this page — not screenshots. Click around inside them.
Infinite services carousel, live on the ebf.ca homepage — endless loop, conversion CTAs. Try the arrows.
Responsive service accordion — static visual, dynamic text panels. Live on the M&A financing page.
Animated hero concept — an image grid with staggered reveals behind the headline.
The outcome
The site works as a lead platform, not a brochure — and it keeps working, because the person who built the components also hunts down whatever tries to break them. Working across South African and Canadian time zones has been part of the routine from day one.
The kaizen part: the site is never "done" — components are measured against lead flow and continuously refined. Two of them are running live on this page.
WordPress · Elementor Pro · Astra · WPForms · GitHub · jsDelivr
Your project next
Components that earn their keep.
If your website should be producing leads and is not, that is a solvable engineering problem. Tell me what is not working.