Reeling in Trust: Rebuilding Phriendly Phishing’s Digital Presence
Phriendly Phishing is an Australian-based organisation on a mission to transform how organisations manage human cyber risk. Their approach centres on empathy, education, and measurable impact, helping businesses build resilient cyber cultures rather than relying on fear-based compliance tactics.
When Phriendly Phishing approached Click Click Media, their ambition was clear. They had outgrown their existing website, both strategically and visually. The platform no longer reflected the sophistication of their offering, the maturity of their audience, or the credibility required to engage enterprise and partner-level stakeholders.
This project was not a simple refresh. It was a foundational rebuild designed to clarify who Phriendly Phishing is, what they do, and why it matters.
The Brief: Clear Objectives, Measurable Outcomes
From the outset, the project brief was comprehensive and outcome-driven. Phriendly Phishing’s previous website had become a blocker to growth rather than an enabler.
One of the primary objective was to refine the site structure and content so it clearly addressed all core audiences, including prospects, customers, and partners. Each audience needed to see themselves reflected in the messaging, with clear pathways to relevant information. The desired outcome was lower bounce rates and higher engagement across key pages.
Navigation and overall user experience were a major focus. Menus needed simplification, mobile usability required significant improvement, and key actions such as login, support access, and partner information had to be immediately discoverable. Success would be measured through reduced drop-off rates and improved user satisfaction.
Lead generation was another critical pillar. The site needed to do a better job of driving demo and trial requests through clear calls-to-action, streamlined forms, and targeted landing experiences. The goal was not volume for volume’s sake, but higher-quality B2B leads with stronger intent.
SEO and content discoverability were also prioritised. This included on-page optimisation, performance improvements, and a structure that would support keyword-focused content growth over time, ultimately driving sustainable organic traffic.
Finally, the visual design needed a complete refresh. Phriendly Phishing wanted to move away from overly animated, illustrative styling and towards a sleek, modern, enterprise-ready look that would immediately establish trust and credibility. The core message underpinning the entire experience was clear: from risk to resilience.
Our Approach: Strategy Before Screens
Before any design work began, we focused on strategy and structure.
We worked closely with the Phriendly Phishing team to understand their audiences, internal priorities, and commercial goals. This informed a complete re-architecture of the site, ensuring content was grouped logically and aligned to real user intent rather than internal assumptions.
Each primary audience was mapped to dedicated sections with clear messaging and defined next steps. This allowed the site to speak confidently to multiple user types without becoming cluttered or confusing.
Once the structure was locked, content was refined to clearly articulate Phriendly Phishing’s value proposition. The emphasis shifted from explaining features to communicating outcomes, positioning human risk as an opportunity for resilience rather than a weakness to be punished.
Design Thinking: Trust Built Through Experience
The design philosophy for the new site was grounded in clarity, restraint, and confidence.
Visually, the interface was intentionally sleek and uncluttered. White space was used generously to improve readability and reduce cognitive load. Typography choices prioritised comfort and legibility, particularly for longer-form educational content.
Structure played a critical role in building trust. Pages were designed with predictable flow and consistent sectioning, allowing users to move through content effortlessly. Navigation patterns were familiar and intuitive, reinforcing a sense of control and reliability.
Rather than making overt trust claims, the design aimed to feel trustworthy by default. A polished, enterprise-ready aesthetic signalled platform maturity, while a calm, measured visual language aligned with Phriendly Phishing’s empathetic approach to cybersecurity.
Mobile was treated as a first-class experience, not an afterthought. Layouts, spacing, and interactions were designed to remain clear and usable across smaller screens, ensuring credibility was maintained regardless of device.
Underpinning everything was a scalable UX framework. The site was built to support future growth, whether that meant expanding the course catalogue, launching partner initiatives, or rolling out new content without introducing friction or inconsistency.
Overcoming Complexity: Rebuilding Without Access to the Past
One of the most significant obstacles in this project had nothing to do with design or development.
Phriendly Phishing’s previous agency refused to provide access to their Google Ads account. Despite repeated requests, the account was withheld entirely, preventing any review of performance history, conversion data, audience insights, or campaign structure built over the past five to six years.
This was not a minor inconvenience. It meant the complete loss of historical data that would normally inform strategic decisions, including keyword learnings, messaging performance, cost efficiencies, and seasonality trends. There was no opportunity to audit, optimise, or even validate what had worked previously. We were forced to assume that none of the past infrastructure could be trusted or reused.
As a result, all paid media foundations had to be rebuilt from scratch. New accounts, clean conversion tracking, fresh campaign architecture, and entirely new learning phases were required. This reset inevitably slowed early momentum, but it was the only way to ensure long-term control, transparency, and scalability.
This experience reflected a broader industry issue we see far too often, where agencies retain control over accounts rather than empowering the client. It is a pattern we have explored in detail in our article on recognising when a digital marketing agency is no longer the right fit, and one that continues to cost businesses time, money, and strategic clarity.
The tight launch timeline added further pressure. With multiple stakeholders involved, we implemented a structured feedback process that balanced inclusivity with efficiency. Clear review stages, defined decision-makers, and disciplined scope control allowed progress to remain steady without sacrificing quality. Despite these constraints, the collaboration remained highly productive. Phriendly Phishing’s team was engaged, decisive, and aligned around the core vision, which made a complex project achievable within the required timeframe.
The Outcome: A Platform Built for Confidence and Growth
The result is a website that finally reflects the calibre of the Phriendly Phishing platform.
The value proposition is clear from the first interaction. Users can quickly understand what Phriendly Phishing does, who it is for, and how to engage. Key pages, particularly the partner section and course catalogue, are now prominent, structured, and easy to navigate.
The experience feels modern, intuitive, and enterprise-ready. Improved readability, predictable navigation, and a mobile-first approach create confidence at every touchpoint. Importantly, the site now supports measurable growth, from lead generation and SEO performance to future product and content expansion.
Most importantly, the website aligns with Phriendly Phishing’s mission. It communicates resilience, empathy, and credibility through experience rather than hype, setting a strong foundation for the next phase of their growth.
Building Digital Experiences That Earn Trust
For organisations operating in complex, high-trust industries like cybersecurity, a website is more than a marketing asset. It is a signal of credibility, capability, and intent.
This project with Phriendly Phishing is a clear example of how strategic design, thoughtful UX, and disciplined execution can transform a digital presence from a liability into a growth platform.
If your website no longer reflects where your business is heading, or if legacy decisions are holding you back, it may be time to reassess your setup and build something that genuinely supports your next stage of growth.
At Click Click Media, we work with ambitious businesses to rebuild digital platforms that are clear, credible, and built for growth, not just aesthetics. If you are navigating a rebrand, a platform rebuild, or a digital setup that no longer serves your goals, get in touch with our team to discuss how we can help you move forward with confidence.
