// Concept projectWork · Financial services

Forge Capital

A concept build for a fictional boutique wealth-management firm needing an authoritative site with an insights hub and calm intake flow.

// The brief

What we set out to solve

Forge is an invented firm we designed to show how a smaller wealth manager could stand next to the corporates online without imitating them. The brief: authority without stuffiness, and an intake experience that respects the prospect's time.

// Approach

How we'd build it

Authority without stiffness

Serif display type paired with a warm neutral palette. Photography of real people over stock boardrooms. Every claim tied to a named partner rather than 'the team'.

Insights as the growth engine

A properly-built insights hub with categories, author pages, and reading time. Written for prospects at the top of the funnel, then wired to a newsletter capture that feeds directly into their CRM.

Intake flow

Three-step qualified enquiry - situation → focus area → contact - that filters casual DMs from serious prospects, then routes to the right partner automatically.

// Scope

What's in a build like this

This is what a delivered project of this shape would include end-to-end, scoped and quoted as a Pixel Site build.

✓Bespoke site with insights CMS
✓Full messaging + copywriting
✓Custom intake flow with routing
✓Search-optimised content architecture
✓CRM integration (HubSpot)
✓Conversion tracking + reporting
✓15 working-day delivery target

// Search intent

What the audience is actually Googling

Wealth prospects don't search for firm names - they search for questions: 'do I need a financial adviser for a £500k inheritance', 'IFA vs wealth manager UK', 'best pension for a business owner'. Google's Your-Money-Your-Life bar is high; only sites with real author credentials, disclosures and depth get anywhere near the top.

// Representative queries this build targets

wealth manager UKfinancial adviser for business ownersIFA vs wealth managerpension advice [town]inheritance tax planning UKSIPP advice for high earners

// Why this build stands out

What separates it from a template financial services site

E-E-A-T built into the architecture

Named partner authorship on every article, FCA number in the footer, credentials linked out - the signals Google explicitly weights for financial content.

Insights hub as the top-of-funnel engine

Category-led IA (Retirement, Business Exit, Inheritance), author pages, and reading-time metadata. Structured to earn backlinks and rank for the questions your prospects actually ask.

Qualifying intake, not a contact form

Three-step flow captures situation and focus area before contact details - filtering time-wasters and routing serious enquiries to the right partner automatically.

// FAQ

Questions we get about builds like this

Would this be FCA-compliant out of the box?+

The architecture and disclosures are compliance-ready - final sign-off always sits with your compliance officer, and we include a review pass with them before launch.

Can our team publish articles without a developer?+

Yes - the insights CMS is designed for partners or a marketing lead to publish, tag, and schedule. Author pages update automatically from the author record.

How is this different from a corporate wealth manager site?+

Corporate sites lean on brand and scale. This build leans on named expertise and specific-question content - the two things smaller firms can win on that a corporate can't easily replicate.

Would this need Pixel Site or something bigger?+

Growth (15-day) is the fit. A larger firm with multi-office and adviser directory needs would tip into a custom scope.

// Want one like this?