WebSight Design is pleased to announce the launch of a new web site for Taproot Capital, a private equity firm with offices in New York City, New Jersey, Chicago, and Park City, Utah.
Taproot initially found us through a Google search, and were drawn to our ability to handle multiple aspects of the website project: design, development, hosting and marketing. While our web development team focused on the new site build, our marketing team completed a digital audit and developed a 2026 strategy.
Trapped in a static site that didn’t serve them
Taproot’s old website had broken links, and had misspelled the company name throughout all pages. What’s worse, the site was static HTML, meaning the company couldn’t make site updates on their own. This resulted in the errors staying up long after they’d been caught.
We implemented the most updated version of our Content Management System, allowing Taproot to manage photos and copy. The CMS included an easy-to-use Team Manager, customized to filter employees by office location and title, with additional criteria to come.
Out with the old, in with the bold
While Taproot’s logo and branding remained the same, the muted colors present on the old site were tossed away. Instead, our designers utilized their existing orange and black colorway to provide graphic points of interest and an unapologetic presentation of the brand.
The Taproot team liked the visual metaphor of roots and growing branches, so we used video elements on the homepage to present this idea for a modern audience. The theme carries throughout the site and plays well with the language and tagline.
Fresh, compliant, functional — with an eye to what's next
Taproot’s new site is optimized for web accessibility standards, looks great on any viewport, and launched on the client’s deadline at the first of the new year. Phase II features wait behind the scenes for when the company is ready to make them public. In addition to rolling out a 2026 digital marketing plan, we are currently working with Taproot Capital on private AI solutions. We are excited about this new partnership and look forward to helping Taprootcap.com reach its 2026 goals.
Looking to connect with your next digital partner in the new year? Contact us, and let's talk.
About Taproot Capital:
Taproot specializes in GP seeding, private fund placement, and investor relations. The firm partners with emerging and growing private equity firms to help them launch, institutionalize and scale their platforms. The Taproot team provides strategic capital solutions, comprehensive fundraising support, and outsourced IR capabilities designed to strengthen operations, accelerate asset growth, and deepen investor engagement. Taproot Capital's founding partners, Eric Zoller, Matthew Thornton, Bobby Farina, and Kristy Hogan, have over fifty years of combined private equity experience and nearly two decades of close professional association with each other.
