Verity Wealth Partners
Replacing an eleven-page brochure with something a compliance officer could live with
A five-week build, with every page version-controlled for compliance review.
- Webflow design
- Webflow development
- Performance and SEO essentials
A wireframe of the page structure we built for Verity Wealth Partners. We draw these rather than publish screenshots, so the case study stays accurate as the client keeps editing their site.
5 weeks
Discovery to launch
Including two compliance review cycles
1.1s
Largest Contentful Paint on mobile
Down from 7.2s
2
Audience paths built
Separate copy, examples and forms for each
100%
Disclosures held as editable text
Previously embedded in flattened images
Speed figures are PageSpeed Insights field data for mobile, measured on the homepage before launch and eight weeks after.
What was going wrong
Verity had a site their compliance officer disliked and could not audit. Disclosures were baked into page images, so changing a single line meant going back to a designer, and nobody could produce a record of what the site said on a given date.
The firm serves two very different groups — pre-retirement professionals and small business owners selling up — and the site addressed neither of them directly.
Load times on mobile were over seven seconds, largely because of a slider carrying four uncompressed hero photographs.
What we did about it
In the order it happened, including the decisions the client pushed back on.
Make every disclosure a text field, not an image
All regulatory language moved into CMS fields with a last-reviewed date attached. Compliance can now read the site, search it, and see when each disclosure was last approved. Updating a footnote across the whole site is one edit rather than a design request.
Split the site down the middle by audience
Two parallel paths from the homepage, one for individuals approaching retirement and one for owners planning an exit, each with its own language, its own examples, and its own inquiry form. Shared pages sit underneath. Visitors self-select in the first scroll instead of reading generic copy about "your financial journey".
Delete the carousel
The homepage slider was removed rather than optimized. In its place, one still image, compressed properly, and a headline that says what the firm does. That single change accounted for most of the load-time improvement.
What it was built on
- Webflow CMS for disclosures and insights
- Version history exports for compliance records
- Compressed AVIF and WebP imagery
- Cloudflare DNS
- FinancialService schema
Our compliance officer approved this site in two passes. The last one took five months and four rounds. Being able to read the disclosure text rather than squint at a picture of it turned out to be the whole argument.