Meridian Wealth
A modern advisory firm needed a site that signalled trust to high-net-worth clients without feeling stuffy or dated.
A look at the Meridian Wealth interface, designed by Apex.
01 — Project Overview
The brief
Meridian Wealth is a boutique advisory firm managing portfolios for high-net-worth families and business owners. Their reputation was built on referrals, but as a younger generation of clients began researching advisors online first, their dated website was quietly costing them introductions.
They came to us with a clear goal: win more qualified consultations from people who had never met them. The site needed to convey decades of credibility and fiduciary trust, while feeling modern enough to appeal to founders and executives in their 30s and 40s. Every visitor had to leave understanding who Meridian serves, how they work, and why they can be trusted with serious money.
02 — Project Execution
How we did it
We started by interviewing advisors and analysing the existing analytics, which showed high-intent visitors abandoning the site on the services and team pages. The narrative was buried under jargon, credentials were hard to find, and there was no obvious next step. We rebuilt the story around three pillars — credentials, a transparent process, and real outcomes — funnelling everything toward a single “book a consultation” action.
The interface uses a calm, editorial layout with confident typography and a restrained blue that reads as institutional without feeling cold. We engineered the site as a fast static build with a streamlined consultation funnel that hands qualified leads directly to the firm’s CRM, then validated the hero and CTA placement with on-site experiments before launch.
- 01
Discover
Interviewed advisors and reviewed analytics to map where high-intent visitors dropped off.
- 02
Define
Defined a trust-first narrative — credentials, process, and outcomes — with a single consultation path.
- 03
Design
Designed a calm, editorial interface with confident typography and a restrained blue accent.
- 04
Build
Built a fast static site with a streamlined consultation funnel and CRM hand-off.
- 05
Launch
Launched with conversion tracking and A/B-tested the hero and CTA placement.
03 — Project Outcome
The results
Within the first quarter, qualified consultation requests rose 38% and the bounce rate on key pages was cut by more than half. Just as importantly, the advisors reported that prospects were arriving to calls already understanding the firm’s process — shortening the path from first contact to signed engagement.