Scepticism is the default posture of anyone researching a wealth manager. Vantage's old site fought that scepticism with adjectives; the new one fights it with evidence. That single editorial decision — show the methodology, not the marble lobby — drove every design choice in the rebuild.
The site is a qualification tool
Advisors told us prospects arrived at first meetings knowing nothing, so every conversation started from zero. We rebuilt the enquiry funnel as a teaching instrument: interactive scenario tools let a prospect model outcomes before they ever surrender an email address. By the time someone books, they are already halfway to being a client.
Show the methodology, not the marble lobby.
The numbers agreed: qualified enquiries up 240%, bounce down 61%, and — the metric the partners actually cared about — first meetings that begin in the middle of the conversation instead of at the start.