Case study: UX design for a Dutch business sale advisory and its chatbot
Overname Advies
A new Dutch advisory that helps small and medium-sized business owners sell their company. The first conversation happens online with a chatbot, then advisers take over in person.
A digital front door for a very human decision
Overname Advies helps owners of small and medium-sized businesses sell their company. Its model is unusual: the first point of contact is digital and free, through online tools and a chatbot. When someone needs more help, a paid adviser takes over in person.
That meant the website and the chatbot were not a brochure. They were the start of the service itself.
Selling a business is personal
For most owners, selling a business happens once in a lifetime. It is emotional, financial and confidential, often all at once. The brief named five priorities: trust and confidentiality, ease of use, the chatbot, reputation, and an emotional connection with visitors.
So every design decision was tested against one question: does this make an anxious owner feel calmer and more willing to start a conversation?
A conversation that knows when to hand over
I designed the chatbot as a friendly first conversation on mobile. It greets the visitor, asks what they need and answers simple questions. When someone wants to discuss selling their business, it gathers just enough detail, asks for an email address and passes them to an adviser.
A small, persistent chat button keeps the conversation one tap away on every page, so help never feels hidden.
Calm, clear and on the owner's side
The homepage opens with a real person and a short, reassuring line, followed by a clear five step process from preparation to after the sale. People can see the whole journey before they commit to anything.
A navy and bright blue palette signals stability without feeling cold. The layout works on desktop and mobile, with the same tone across pages about the team, the types of business they help sell and how the process works.
People do not sell a business every year. The site has to feel calm, private and on their side.
- ✦UX and UI for desktop and mobile
- ✦A chatbot conversation that hands over to advisers
- ✦A clear five step sale process
- ✦A trust-led visual language in navy and blue