WELF Website
Web Design and Build
WEB DESIGN
SCOPE
Site structure, design and build. Concept to launch.
The Brief
WELF needed a digital home that could do two jobs at once: reassure a discreet, wealthy audience within seconds, and explain a complex offering spanning advisory, structuring and family office services without overwhelming anyone. In wealth management, the website is often the only thing a prospective client sees before deciding whether to make contact, so it had to carry the full weight of the brand on its own.
The Idea
The site was structured around how these clients actually evaluate a firm: credibility and clarity first, contact only when both are settled. And because a wealth prospect goes cold fast, the site is wired into the firm's CRM, so the moment someone requests more information, the wealth managers are notified and can follow up while the interest is still warm.
The Craft
AI in the Process
The WELF Spectrum began as the name I gave the firm's methodology, and I wanted the website to let clients feel what it means rather than read about it. So I built an interactive component where visitors move sliders across their wealth, estate, liquidity and family needs and watch the spectrum respond, showing that no two positions look the same. I designed in Adobe Illustrator and built it through AI-assisted development, directing the code the way I'd direct a designer: describing the behaviour, reviewing every iteration, refining until the motion felt right. A component like this would normally need a developer.
The Outcome
Designed, built and shipped by one person, the site has served as the brand's front door. Every enquiry flows straight into the firm's CRM platform, reaching the wealth managers within minutes of submission, so no prospect waits long enough to go cold.
